Pfizer Upjohn encourages couples to talk about impotence in new campaign

The campaign was launched with a survey to gauge people’s knowledge of ED, its treatment and the factors that influence treatment

e4m by exchange4media Staff
Updated: Aug 31, 2020 2:19 PM

Pfizer Upjohn, a division of Pfizer, has launched a campaign #KeepItReal, to help make conversations about erectile dysfunction (ED) less of a taboo for couples, enabling them to discuss their problems and find a suitable solution. India has been called “the impotence capital of the world” by some, possibly because of its large population and the high prevalence of lifestyle diseases. Erectile dysfunction (ED) is a medical condition in which a man is unable to get or maintain a penile erection, which leads to no or unsatisfactory sexual intercourse. While treatment is easily available, men often shy away from addressing ED, which can lead to health and relationship issues.

The campaign was launched with a survey to gauge people’s knowledge of ED, its treatment and the factors that influence treatment. Interestingly, the survey revealed that 82% of women said that they would ask their partners to visit a doctor to get the right treatment for ED, instead of talking to friends or relying on home remedies. This highlights the crucial role women play in ensuring that their partners get timely and correct treatment from a doctor for ED. 

As part of the campaign, various findings from the survey will be used across earned, and owned media platforms. The brand has also launched its own social media platforms ‘Keep It Real with Pfizer Upjohn’ on Facebook and Youtube to create a community and raise awareness about the increasingly prevalent issue in the country. 

Ashutosh Munshi, Executive Vice President, Head, Brand Practice, Edelman India, said, “We created the Keep It Real campaign backed by an insight that Erectile Dysfunction takes a toll on both the suffering man and his partner; it often starts with an impact on their relationship. We are happy to partner with Pfizer Upjohn to make the conversation about ED less intimidating, while also creating awareness about this increasingly prevalent lifestyle disease. Each of the campaign elements were created keeping the consumer at the core, thereby earning their attention and driving engagement.”

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