Comedian Ricky Gervais is supporting the Prostate Cancer Campaign with a radio advertisement in which he plays a doctor conducting a prostate examination.
In the advert, Gervais tells his nervous patient that "prostate cancer kills 10,000 men every year in Britain", before plunging in for a digital rectal examination.
Gervais agreed to feature in the charity's latest campaign - Real Men Know All About It, which will also include press and billboards - on the condition that he wrote and produced the sketch himself.
"I don't do adverts as a rule, but this was great fun and it's nice to keep your hand in," the comedian said.
Advertising agency Publicis created the campaign and a new logo for the charity free of charge. Grant Duncan, chief executive of Publicis, is a trustee of the charity.