Digital men’s health platform Numan has launched a risqué digital out-of-home campaign aimed at breaking taboos surrounding erectile dysfunction, with a series of provocative billboards set up across various city-centre locations.
The innuendo-heavy campaign features a series of billboards which make humorous allusions to the male instrument in a bid to normalise discussions around male sexual health concerns.
The ‘Fix yours’ creative was designed by the London-based firm’s in-house team, with media planning and buying handled by brand growth outfit Bountiful Cow.
Set to run through to November, the DOOH push – which includes image-associated puns such as a wiener (sausage), a pistol (toy gun) or a pecker (cockerel) – will support existing TV, BVOD and radio rollouts.
Running across Ocean Outdoor’s nationwide network, Numan’s billboards will appear at prime London locations including Westfield London, Leicester Square, and Canary Wharf alongside city-centre spots in Birmingham, Liverpool, and Glasgow.
Using Route data technology, the boards are set to be activated strategically at times of maximal male footfall.
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“Introducing high-impact OOH inventory to Numan’s media mix takes advantage of the broadcast brand-building power of OOH to further boost awareness and capture attention in a typically conservative category,” Bountiful Cow chief executive, Adam Foley said.
“Digital OOH allows us to trigger the creative at the most effective times of the day and to create mental availability for potential buying situations.”
Numan chief growth officer, Matthew Davies added: ““This campaign is completely aligned with our mission to normalise men’s health issues, to break down taboos and get people talking about them.
“We are excited to launch this campaign and to provide more men with solutions to improve their health and wellbeing, as we look to close the gender gap in healthcare-seeking behaviours.”
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