Kurt Jewson, who founded Helston baby clothes success story Frugi with his wife Lucy, is fighting a cancer so advanced its severity is ranked nine out of a maximum grade of ten.
This week he posted a picture of himself with catheter and colostomy bag - part of the medical apparatus required to treat the disease - online. It's gone viral, with 80,000 Facebook shares and counting.
‘A 44-year-old man has shared a powerful image of himself to highlight prostate cancer in a bid to raise awareness of the disease.’
The 44-year-old said he had exposed himself in his "tubby, pale & middle aged glory" in the hope "just one other man" might then get symptoms checked. He also wants to alert GPs.
The married father, from west Cornwall, wrote: "Why am I posting this? Well, in the summer of 2014 I had blood in my urine. Went to the GP and he said that it was probably just an infection and would clear up. It did. However, it wasn't an infection. It was a symptom of prostate cancer."
"If my GP had simply taken some blood, and sent it off for a test then we would have caught this at an early, and much more manageable stage. If I had known earlier, then my treatment and prognosis would have been so different. As it was, my cancer was free to grow and grow for another 12 months without anyone knowing."
Prostate cancer is the most common cancer in men in the UK, with around 44,000 diagnosed cases every year. In the UK, one in eight men will be diagnosed with prostate cancer at some point in their life.
Kurt's post clearly struck a chord with the Faceboook community, with Nicola King writing: 'Thanks so much for sharing this Kurt. You brave man. Keep fighting and stay strong.'