The below-the-line work features a direct mail pack which is being sent to men over 45, an email sent to the same target market and online banner ads. The pack maintains the tone of the TV work by using humour to tell men the importance of checking for prostate cancer.
The current TV activity uses a combination of archive footage and images of Monkhouse, who died from prostate cancer in 2003. It also uses a body-double, voiceovers and cutting edge editing techniques.
Robert Prevezer, The Communications Agency's chairman and founder, said: "This was an incredible brief and once we'd hit upon the idea of using the iconic Bob Monkhouse, there was no turning back.
"The campaign has hit a chord with the British public and is already generating much needed funding for one of the most collaborative and effective charities in the UK. We hope that the new DM campaign will continue to generate awareness and funding for such a worthwhile cause."
The charity's 'Give a few bob' campaign broke on TV in June and showed Monkhouse apparently beside his grave, telling viewers: "I'd have paid good money to stay out of here."
This article was first published on brandrepublic.com