It may look intimidating, but for those who've been through it, a colonoscopy is simple.

Freddie Allison is having the procedure done a second time. At the age of 57, he knows he's at risk for colon cancer.

"When I was younger, I didn't think about these things. Now that I'm older, it's my primary concern to keep my health up," Allison said.

Dr. Jeffrey Goldstein of Rochester General Hospital is using a tiny camera to look inside Allison's large intestine. Polyps can be easily seen and removed.

While more people are getting screened than ever before, Goldstein says many over the age of 50 still resist the procedure because of fear, concerns doctors are trying to overcome through education.

"I just think we have to continue to echo that message throughout and get more and more people in to do the right thing," Goldstein said.

Exactly 20 minutes after it started, Allison's colonoscopy was over. He says other than the solution he had to drink the day before, the whole thing was pretty painless and it may have saved his life.

"If you can get it done than get it done and don't wait until it's too late. I suggest you do it soon," Allison said.