By Harry Byford, brandrepublic.com, Thursday, 30 July 2009 11:20AM
The initiative was set up by The Communications Agency, which created @bob_monkhouse. The feed will run a combination of prostate cancer research news and 140-character versions of the late comedian's famous one-liners.
The Communications Agency launched the 'Give a few bob' campaign in 2007 to raise awareness of the dangers of prostate cancer.
It featured a computer-generated image of Monkhouse -- who died of the disease in 2003 -- encouraging the public to donate to the charity.
The campaign won this year's MCCA award for Best of the Best.
Speaking about the decision to launch a Bob Monkhouse twitter feed TMA creative director Alan Curson said: "We try to be very informal and make it feel like a genuine twitter feed. You've got to keep the balance between news and jokes."
Tweets asking for donations are rare and in keeping with the campaign's tone. One reads: "Excuse me shaking a collecting box at you but it's nicer than the box I currently reside in & donating at www.thepcrf.org could save lives".
This article was first published on brandrepublic.com