Coloplast ED
In Australia 3 in 5 men over 45 years old experience ED, however 74% of men do not seek help for ED because they are ‘embarrassed’ to discuss it due to the social stigma associated with the condition.
Coloplast has been making life easier for men with erectile dysfunction for over 35 years with their innovative products and services which help meet different kinds of needs, however had been struggling to raise awareness of their treatment options available.
Results
The campaign secured some real hard hitting and mass awareness coverage including on Australia’s no 1 news website, News.com.au which has a reach of over 10.4 million, live interview with our campaign spokesperson, Dr Christopher Love on Healthy Living with Dr Ross Walker which broadcasts to 3AW, 2GB, 4BC and 6PR, podcast coverage on Better Thinking with Nesh Nikolic and across leading online female website, Mamamia, with our human-interest story.
How we got there
Given the taboo linked to erectile dysfunction and sensitivity around men’s health overall, Real developed a campaign that set about breaking down the stigma to encourage compassionate conversations through two phases:
Phase one -
Given the taboo linked to erectile dysfunction and sensitivity around men’s health overall, Real developed a campaign that set about breaking down the stigma to encourage compassionate conversations through two phases:
Phase two-
After analysing the study results, Real crafted a package using the statistics alongside real stories of those who had experienced ED and felt the repercussions of the associated stigma. Real also use a recognisable spokesperson, Dr Christopher Love, one of Australia’s most experienced urologists, to provide expert commentary on the condition and act as a voice to call on change across the country to consider ED with the compassion it deserves.
Timely outreach took place with a strategic approach through exclusive and targeted media pitching took to coincide with Men’s Health Week to ensure the best breadth of coverage possible.
