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VIAGRA CONNECT® launches via Y&R to tackle decades of stigma and stereotyping


VIAGRA CONNECT® launches via Y&R to tackle decades of stigma and stereotyping

Posted by: Y&R | Date added: Wed 18 Apr 2018

A WPP Health & Wellness team made up from Y&R London, Wavemaker, Burson Cohn & Wolfe, Geometry UK and Ogilvy CommonHealth Worldwide has created a campaign to support the launch of VIAGRA CONNECT.

VIAGRA CONNECT - available for the first time without a prescription from UK pharmacies - is designed to encourage the millions of men suffering from erectile dysfunction to take action.

“4.3 million men in the UK experience erectile problems,”[i] said Y&R global brand director Nick Burstin, “But after decades of social and personal stigma, many of them are too embarrassed to do anything about it – they feel like they are the only ones going through the problem. It was our challenge to highlight just how common their situation actually is.”

The first phase of creative for VIAGRA CONNECT from Y&R London, launched on 16th April, uses highly contextualised print and out of home advertising to help men understand the ubiquity and relative normality of erectile dysfunction.

The campaign uses real world examples to vividly bring to life the number of sufferers, in an attempt to make the statistic of 4.3 millioni both more tangible and more relevant to consumers.

The campaign is supported by media strategy from Wavemaker, PR activity from Burson Cohn & Wolfe, shopper-led comms by Geometry UK and training and educational materials by Ogilvy CommonHealth.

 

Credits
Y&R London:
Chief Creative Officer: Jon Burley
Creative Director: Jim Bolton
Creatives: Tony Malcolm, Josh Pearce, Sean Johnson
Global Brand Director Y&R: Nick Burstin
Strategy Director: Ross Cameron
Business Director: Ben Van der Gucht
Account Director: Marta Jales
Account Executive: Karolina Dovgialo
Senior Designer: Jason Hyde

Wavemaker:
Client Partner, Wavemaker Global: Zinia Bhattacharya
Strategy Director, Wavemaker Global: Francis Turner
Communications Planning Director, Wavemaker UK: Aidan Jackson-Kendall
Communications Planning Manager, Wavemaker UK: Emily Harris

Burson Cohn & Wolfe:
Managing Director: Catherine Keddie
Director: Ben Hickey
Account Director: April Hogan
Account Manager: Bethia Stone
Senior Account Executive: Florence Christie

Geometry Global UK:
Head of Strategy: Gregory Wells
Creative Director: Debbie Fagan
Art Director: Josh Crossley
Copywriter: Stephanie Gane
Business Director: Amo de Villele
Senior Account Manager: Marvin Green
Account Executive: James Lecomber

Ogilvy CommonHealth Worldwide:
Executive Creative Director: Chris Chappell
Head of Design: Paul Duncan
Managing Partner - Strategy and Planning: Lisa Roby
Senior Digital Strategist: Helen Watson
Business Director: Jonathan Lee
Account Director: Sasha Belova
Senior Project Manager: Marianne Lynch


[1] Men reporting occasional and frequent difficulty getting and maintaining an erection [ref. Kantar TNS Omnibus Survey Dec 2010 – in a survey of 1,033 men]

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