Most men in the UK don’t talk about health issues. Nor do they appreciate how common prostate cancer is and that it is killing men in the UK at the rate of one every hour. To shake men into action, we created a short film which showed Bob Monkhouse quipping about losing his battle with prostate cancer. Traditionally, humour and cancer don’t sit comfortably together, but we knew that the strength of the idea lay in recreating the spirit of Bob behaving as he always had, while delivering a serious message. With complete support from his widow, we used Bob’s popularity to create impact, achieve cut through and generate word of mouth, putting prostate cancer on the national agenda.
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