"ELEPHANT IN THE ROOM" FOR PFIZER

Challenge: In recent years, denial about erectile dysfunction has become less of a problem – but the change in denial doesn’t necessarily make the GP conversation any easier to have. Our challenge was to make the GP the first port of call about possible solutions.
 
Solution: To position doctors as experts in awkward conversations – especially erectile dysfunction.
 
Idea: Take the awkwardness out of the issue in order to get men on the verge of taking action about erectile dysfunction to speak to their doctor.
 
Execution: A website designed to educate men on erectile dysfunction and encourage them to speak to their doctor. A landing page allowed them to choose from a range of interfaces mimicking popular news, finance, sports and auto sites, in order to take the awkwardness out of their online research.