He invited passers-by to stand in an isolation box, to demonstrate how people can feel alone in a crowd when told they have cancer. Iommi told the Birmingham Mail: "It's terrible. You tend to isolate yourself and you can quite easily isolate yourself too much. As soon as they told me I'd got it, I went into shock. I thought, 'That's it - I've had it.' You think of nothing but, 'Am I going to die?'