Erectile Difficulties

Campaign (2001) by Pfizer to raise awareness and acceptance among men of erectile difficulties and to urge them to seek treatment.

Erectile Difficulties

EXECUTIVE SUMMARY

ED (Erectile Difficulties) is a medical condition that affects one out of every three men in Canada, at some point in their lives. It has historically been a taboo subject, making it difficult for men to acknowledge their condition, let alone consult their physician for treatment. The fact that it is made fun of makes it even more difficult. Market research prior to the campaign in this case indicated that only one in ten sufferers were coming forward for treatment. Further, it was taking these men three years on average to take action.

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