PCRF: fundraising from beyond the grave

the TV spot. Click on the image to play.

above and below: tube cards.

This case study appears in these showcases

• Broadcast media

• Press advertising ‘off the page’

• Multi–media (multi-channel) campaign showcase

SOFII's view

Medium of communication:

Type of charity:

Target audience:

Country of origin:

Creator/originator:

The Communications Agency.

Name of exhibitor:

Date of first appearance:

Summary/objectives:

To raise awareness of prostate cancer, the need for more research and the Prostate Cancer Research Foundation.

Background:

Men in the UK don’t talk about health issues. Nor do they appreciate how common prostate cancer is and that it’s killing men in the UK at the rate of one every hour. So we created a campaign that firmly put both the disease and the PCRF, which funds independent research into its causes and treatments, on the national agenda. To do this, we brought Bob Monkhouse back from the dead to front a campaign for the disease that killed him. Bob spoke humorously from beyond the grave to deliver an important message – ‘give a few bob’.

Special Characteristics:

Posthumous use of Bob Monkhouse, who died from prostate cancer in 2003.

Influence/Impact:

We estimate the campaign was seen by over 80 per cent of the UK population. It has raised significant sums and the database of PCRF has grown by over 200 per cent since the campaign started. It is now also up for several global marketing awards.

Costs:

£50,000

Results:

Over £3 million of advertising space donated.

Merits:

This is a completely innovative idea. It generated a huge quantity not only of column inches (press coverage) but also of free television advertising.

Other relevant information:

From a Wikipedia page on Bob Monkhouse:

Posthumous advertisement
‘On 12 June 2007, Monkhouse appeared posthumously on a British TV advert promoting awareness of prostate cancer for male cancer awareness week. Monkhouse was seen in a graveyard next to his own gravestone talking about the disease seriously, combined with a humorous side to the advert that included trademark one-liners, like "What killed me kills one man per hour in Britain. That's even more than my wife's cooking". He ended by saying "As a comedian, I've died many deaths. Prostate cancer, I don't recommend. I'd have paid good money to stay out of here. What's it worth to you?" before walking away from his grave and disappearing. The advert was created by computer technology by using archived material of Monkhouse combined with a body-double looking at the grave and walking around the graveyard, and an actor who imitated his voice. The advert was made with the support of Monkhouse’s family and supported by poster campaigns.’

Final Notes: