Prostate Cancer Research Foundation direct mail case study

This ongoing campaign aimed to put prostate cancer and the Prostate Cancer Research Foundation (PCRF) firmly on the national agenda. The challenge was how to use a celebrity (and thus make the most of generating awareness) in a way that had never been done before. The solution was to bring Bob Monkhouse back from the dead.

The campaign centred around a 40-minute film made using archive footage, supported by mail, email, press and retail initiatives to reach the target audience of men aged 45+.

It succeeded in increasing traffic to the charity's website by 2,000%. Overall, £3m worth of media value was generated on a budget of £50,000.