Retired businessman Keith Cass, who sold tickets to his own funeral to raise money for prostate cancer, has died aged 72.
Mr Cass, a former railway engineer from Cardiff, died on Thursday night after a 13-year battle with the disease.
Shortly after being diagnosed in February 2006, Keith decided to help others and founded the Red Sock Campaign to raise awareness for prostate cancer and offer support to those affected by the disease.
In a statement released on social media through the Red Sock Campaign’s Facebook profile, Mr Cass’ family said: “It is with deepest sadness that we announce our beloved father and grandfather, Keith S Cass MBE, peacefully passed away shortly before midnight on 18th April 2019.
“His valiant fight against prostate cancer has sadly come to an end. We would like to thank all of you who have reached out to Dad during these past difficult weeks; each and every message of support was a source of strength and reassurance to him.
“His tireless efforts to raise awareness and support others through the Red Sock Campaign will forever be remembered, and the important work on this will continue as part of his legacy.”
Mr Cass set a target of raising £500,000 for Velindre Cancer Centre and research organisations – and began selling tickets to his own funeral.
He sold gold, silver and bronze tickets to a party he organised at Manor Parc hotel in Thornhill, which would take place after his cremation.
Each offered different levels of catering with champagne and lobster being for those who purchased gold tickets.
Mr Cass also raised thousands for Velindre Cancer Centre through annual Red Sock Campaign balls, which helped it purchase vital equipment.
Speaking back in December, Mr Cass said of his diagnosis: “I assumed I was going to die immediately. I thought I would never see another birthday and never see another Christmas, my three-year-old grandson will not remember me."
He said each room at the funeral would contain a large screen which will play a recorded message of thanks from him to all in attendance.
Mr Cass was awarded an MBE by Prince Charles in 2007 for his work with the Red Sock Campaign.
