The British Heart Foundation today launches a new campaign encouraging patients with high cholesterol to remember to take their medication.

More than a third of sufferers fail to take their pills for the condition, dramatically increasing their risk of heart problems. Comedy legend Tommy Cooper tragically died of a heart attack on stage in 1984, and the charity is using his catchphrase 'just like that' as the campaign slogan, encouraging people to take control of their medication. Radio adverts featuring recordings of Cooper will air on national and local radio stations, while his face and catchphrase will be used on leaflets distributed across the country.