An image of Cooper, who died of a heart attack in 1984 during a live TV performance, is used alongside a plea to anyone taking medicines for heart problems to stick to prescribed routines.

Ads include a phone number for sufferers to call for advice, “just like that” – Cooper’s catchphrase.

Radio ads featuring recordings of classic Cooper jokes will run alongside the magazine and direct mail activity through to the end of June. Activity was created by Grey London with media handled by PHD.

BHF signalled it would use humour over shock tactics with the Vinnie Jones-starring “Staying Alive” ads in January.