How to get my horse to jump rather than look?

I've started to jump my 5yo cob, but when we get to the jump he slows down from canter and walks through it looking at it! I've tried trotting poles which he just knocks with his feet and cantering poles which he just slows down to a trot and looks at the poles, how can i help him? He's not scared? And the poles were the right distances, but i'm confused as to what his problem is? Thank you x

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