Breaking the silence around erection problems
Pfizer/Upjohn - ‘Time to Raise It’

The challenge
Erection problems are very common in the UK, affecting an estimated five million men, but stigma means many don’t talk about it or seek help for years. The Time to Raise It campaign was created to challenge the taboo, close this ‘erection gap’ and encourage more open conversations between men, their partners and healthcare professionals

What I did
As strategic lead, I helped shape the insight and behaviour-change strategy behind Time to Raise It. This included framing the issue in a way that normalised the experience rather than shaming it, developing the narrative and messaging, and working with partners and creative teams to build a movement-style campaign across research, PR, social content and healthcare channels.

The impact
The campaign brought a previously hidden issue into mainstream conversation, generating national media coverage and partnerships with trusted health organisations. It helped more men and their partners recognise erection problems as a common, treatable health issue and opened the door to earlier, more honest conversations and support.

Previous
Previous

HSBC, 'Seizing Uncertainty'

Next
Next

BCW, Motion OS