“What killed me kills one man per hour in Britain. That’s even more than my wife’s cooking. Let’s face it, as a comedian I died many deaths. Prostate cancer, I don’t recommend.”

UK comedian Bob Monkhouse, who died from prostate cancer in 2003, was brought back from the dead for the Prostate Cancer Research Foundation (with full support from his family). The film for the ‘Give A Few Bob’ campaign combined archival footage of Monkhouse, shots of a body double, and a sound-alike for the script and was centered around the microsite giveafewbob.org, where people could make donations.

The Communications Agency created the campaign with an aim to:

• Connect strongly with men
• Lower embarrassment associated with the disease
• Encourage donations
• Put prostate cancer on the national agenda.

The viral campaign made headlines and there was extensive television and radio coverage. According to the agency, the £50,000 budget produced over £3.5 million of media exposure and the charity’s income doubled. The agency also quotes Mark Emberton MD FRCS (Urology), “I’ve seen a marked increase in patients being tested and diagnosed early thanks to the Bob campaign. It’s saving lives.”

We came across this winning idea in the ‘Best Cause or Charity Marketing Campaign’ category of the 2008 MAAW Globe Awards.

What did we really like about this idea?

• Often the best ideas are right under your nose (or in your past). Look around and don’t be afraid to look backward; a great idea is waiting for you!
• Social networking really works well when combined with media exposure. Both can dramatically amplify the impact of the other. So think of using media and social networking together.
• This great idea was all about and not just about raising money. It challenged the stigma around prostate cancer, essentially repositioning the disease for men who need to be aware and smart about screening. Our recommendation: start with raising money and get that done, but don’t stop there!

What do you think?