Cancer killed his father and his grandfather, and last year his 41-year-old brother Luke died of stomach cancer.
"Cancer doesn’t discriminate — it can kill anyone, anywhere at any time," Franklin said.
"Any chance you have to be checked for any cancer you should take it, because you never know what might be lurking in the background."
The observant might have noticed whenever Franklin has taken the field for the Highlanders, Otago or New Zealand Maori, he has worn a black armband.
It marks the death of his father David when Franklin was just 12 — he has worn it every game since.
"Now it’s backed up by my brother recently," he said.
Franklin’s father died of liver cancer — he remembers coming home from school to find his Dad had turned yellow.
"Mum told me that Dad was sick, but at that age I didn’t really understand the severity of it — it wasn’t until he went to hospital and he went in to surgery, that I realised that that might be the last time I saw him, that it sunk in.
"Things happened so quickly, it was something like a month from when I found him till when he died."
However, cancer wasn’t done with the Franklin family.
Older brother Luke — one of seven Franklin children — died last year, leaving behind a wife and four young children.
"It was horrible and they are still struggling and trying the best they can, but it’s a massive, massive hole in their lives.
"We have been through the same situation and know it is really tough."
With that family cancer history and with extended family who have had brushes with bowel cancer, Franklin had no hesitation in volunteering his services when the Southern District Health Board asked if the Highlanders could help promote bowel cancer screening.
"When the opportunity came to do this I jumped at it because I know how devastating it has been for our family. I have a personal message to tell and it wasn’t that easy to talk about it, but I’m just stoked I could help ... it’s an awesome cause."
The SDHB’s Bowel Screening Champions campaign was launched on Tuesday, and Franklin’s video struck an immediate chord — posted on the Highlanders’ Facebook page that day, it has racked up 27,000 views, 1000 reactions, and 200+ shares.
"That’s bloody good — that was why I did it and good on the Highlanders for putting it up," Franklin said.
"If it helps just one person get themselves screened and it saves their lives for themselves and their family, then it’s job done."
Some bowel cancer advocates have questioned Franklin fronting a campaign aimed at 60-74-year-olds.
SDHB screening programme clinical leader Jason Hill said print advertising had been changed to make it clearer Franklin was encouraging others to take the test, rather than representing an eligible programme participant.
"The feedback we have had suggests that most people understand why he is supporting the programme so strongly once they hear his story," Dr Hill said.
"His personal story of losing loved ones to cancer has touched many people, and is a reminder that many people are affected by cancer, far beyond those who personally experience the disease.
"We are enormously grateful for, and humbled by, his willingness to share his story."
