ERECTION DAY

ClientISG INFORMATION CENTRE FOR SEXUALITY AND HEALTH
Category B01. Brand-led Education & Awareness
TitleERECTION DAY
Product/ServiceERECTILE DYSFUNCTION
Entrant HAVAS LIFE BIRD & SCHULTE Freiburg, GERMANY
Idea Creation HAVAS LIFE BIRD & SCHULTE Freiburg, GERMANY
Additional Company ACOUSTIC MEDIA Freiburg, GERMANY
Credits
Name Company Position
Jeremy Bird Havas Life Bird & Schulte Associate Creative Director

Why is this work relevant for Branded Content & Entertainment?

Because you canĀ“t keep a good man down.

Background

It is estimated that half a million men in Germany can no longer get an erection caused in many cases by heart disease, prostate cancer, diabetes. The number of unknown cases however is estimated at 6 million. It's important for both men and women to realize that ED is not at all uncommon.

Describe the creative idea

Nick Dick is the quintessential ED sufferer. And so, for all the Nicks, Dicks and Pricks of this world, we created Erection Day, and not just one day of the year but 365 days of the year helping all ED sufferers to rise to the occasion.

Describe the strategy

With at least half a million men in Germany unable to get an erection and only 800 penile implant operations a year, there is obviously a lack of knowledge about this treatment option and embarrassment in general. We created a fluffy character to transport a message of encouragement and a solution to the problem.

Describe the execution

Our character needed to be fun to watch as well informative.

Describe the outcome

Within the first month, the number of callers via the helpline at the Information Centre for Sexuality and Health have quadrupled asking for advice. A victory for man, ableing him to rise to the occasion and conquering the summit once again.