Men’s digital health provider Numan is once again taking on the taboo topic of erectile dysfunction (ED), with a new campaign ad shining a spotlight on the issue.
Crafted in-house by Numan Studios in collaboration with creative duo Sam Hughes and Michaela Panesse, the work will be centred around a 30-second spot that highlights how ED can be a ‘canary’, or a warning sign for more serious health concerns.
Subscribe to Marketing Beat for free
Sign up here to get the latest agency-related news sent straight to your inbox each morning
“Humour is a powerful way to drive awareness. It makes messages stick and gets people talking. With this campaign, we wanted to use humour in an unexpected way to strip away the taboo and highlight that erectile dysfunction isn’t always just about performance,” said Sokratis Papafloratos, CEO and founder of Numan.
“It can be a symptom of something worth investigating and not just medicating. By reframing the conversation around ED as a ‘canary in the coalmine’, we’re encouraging men to take their health seriously and to take action early.”
The brand’s film will go live this week across TV and digital and will challenge the stigma around ED, encouraging “honest conversations” between men, and couples.
