Men do not realise how common prostate cancer is and that it’s killing one man in the UK every hour. Indeed, research showed that the more emotional the charity appeal, the more unemotional men become. So we created a spot which showed the late comedian Bob Monkhouse talking about losing his battle with prostate cancer, in his own inimitable style. Traditionally humour and cancer don’t sit comfortably together. Our idea's strength was its ability to re-create the spirit of Bob Monkhouse, a comedian and household name, behaving as he always had but delivering a serious message.