Bill Smith calls his story, one of irony. He worked for Xerox Corporation where he was on the ground floor of mammography technology.

Twenty-five years later, he was diagnosed with breast cancer.

"She said, it might be breast cancer and we laughed. I never needed a drink in my life and when I came down from that doctor's office I said I need a drink."

The face of breast cancer can be masculine and at 59, Bill Smith joined millions of women in receiving the diagnosis.

His doctor originally told him not to worry about the lump, so he didn't.

A year later, he had it checked out and in his words, was floored.

The American Cancer Society says one in every 1,000 men will be diagnosed with the disease, compared to one in every eight women who will face the battle.

The slim occurrence in men has left many thinking it's a lady's disease.

"Well it's not only a woman's world,"said Smith.

The FSU Communication professor was pushed by his own to students to use his story of survival not only as a platform but as a teaching tool.

His students have learned how to market breast cancer awareness to a target audience that may not want to hear about it.

"Men are in denial of all types of cancer, they get it," said Smith. "Women use it as a social platform and bond. There's no such thing in the male world."

He's taken his message of regular checkups, detection and support to a global level.

Even still, he says Facebook pages and media attention haven't completely changed the way his male counterparts view the disease.

He just hopes they'll man up and bring attention to the disease that doesn't discriminate, because it's been in the hands of the women to fight the good fight.

"It just builds up awareness from a different perspective. I don't want to take anything away from the women, they've done the most beautiful job in the world. That brand is one of the most recognizable in the world. It's time we do our part."