Breaking the Taboo Around Erectile Health

Challenge:

1 in 5 men in Belgium suffer from erectile dysfunction, but it remains a major taboo subject – which stops men from discussing it with partners and peers. At the same time, idealised images of manhood on social media fuel unrealistic expectations about sexual performance and put paralysing levels of pressure on men. Vemedia had to navigate this context during the launch of Eroxon Stimgel in Belgium.

Solution:

We formed a multidisciplinary group of healthcare key opinion leaders (KOLs) – the first of its kind in Belgium – to contribute to the conversation around erectile dysfunction and lend credibility in the context of the product launch.

Our KOL group published a whitepaper which underpinned our creative activations. We shared its findings with journalists, alongside personalised product samples and a note encouraging them to consider how many men in their street would be affected by erectile dysfunction. We also partnered with lifestyle media and influencers for a summer-specific campaign to position Eroxon Stimgel as an essential for summer getaways.

Results:

• Reach of >2 million, with hits across TV, press & social (La Dernière Heure, 7sur7, La Première, De Tijd, Nina, Marie-Claire, Flair, plus a feature and cover story in Knack)
• 64% of articles had erectile dysfunction prevalence in the title/header, showing it as a common problem to break the taboo
• 72% of coverage echoed Eroxon Stimgel’s key messages: fast, easy, accessible