Men’s online health platform Mosh has launched Get It Up, a tactical out-of-home and media campaign aimed at destigmatising erectile dysfunction (ED).
ED is one of most under-reported and underrepresented ailments affecting men of all ages. It is estimated that up to 150 million men worldwide suffer from ED and this figure is likely to double by the year 2025.
The copy-driven campaign targets extensively delayed construction work across the Sydney and Melbourne CBD, from the iconic Fish Markets redevelopment to Nielsen Park’s famously dragged-out sea wall and the long-awaited Bankstown Central line to help normalise what can often be a shame-inducing subject.
As well as the OOH and mobile billboards, the campaign will extend to an in-house content series with Ash Bowden, a Mosh consulting GP, addressing some of the weirdest misconceptions about ED on Reddit and beyond, and a targeted Betoota Advocate partnership.
Mosh’s senior marketing manager, Alexandra Aguirre, said whether it’s sitting in the carpark that is the Westgate Freeway or being let down by the Beaches Link that never happened, there’s nothing a Sydneysider or Melbournite contends with more than a city full of stuff that takes forever to get up (or doesn’t happen fast enough).
"That’s never a problem you’ll have with Mosh, where getting men access to health practitioners quickly and effectively is a fundamental part of what we do,” she said.
Mosh co-founder David Narunsky said the brand is "really excited" to bring this work to market.
“This is such an important issue that often gets swept under the rug, so bringing our trademark humour to the category is something we hope can positively impact men and their chances of taking action," he said.
Established in 2016, Mosh is specifically designed to get men talking about and acting on their health. Helping men skip the waiting room, with discreet delivery to their door, Mosh has helped thousands of men with hairlines, waistlines and crucially for this campaign, everything below the belt.
Credits:
Chief Marketing Officer: Nick Holden
Senior Marketing Manager: Alexandra Aguirre
Creative Director: Jonathan Seidler
Art Director: Eamon Hayward
Copywriter: Yarno Rohling, Jonathan Seidler
Design: Teri-Kate Osinga
Content: Olivia Whiting
Media agency: Fourteen10
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