Impotence Australia, Pfizer, Eli Lilly and Bayer Schering (The ED Working Group)

It's no mean feat to get suffering men to talk about their broken man-parts to anyone, especially when the market is cluttered with mixed messages that compound the problem.

Impotence Australia, Pfizer, Eli Lilly and Bayer Schering (The ED Working Group)

David Chriswick

Agency: DDB Sydney

Erectile Dysfunction is the inability to achieve or maintain penile erection sufficient to complete satisfactory intercourse. When a man can't get it up basically. We've all heard the jokes and can spit out an exhaustive list of puns. Well that was the big issue here.

This case study is about how planning effectively rebranded a highly stigmatised medical condition in the face of some huge challenges. It's no mean feat to get suffering men to talk about their broken man-parts to anyone,...

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