BRIEFEmbarrassment prevents many men from talking about erectile dysfunction (ED) with their doctors. Our challenge was to use a less clinical, light-hearted, 'guy to guy' approach to de-stigmatise the condition.IDEAWe developed an e-card men could use to 'break the ice' on a tough topic, giving them the excuse of sharing something irreverent and humorous in order to introduce the topic. We increased 'pass-around' with soft branding.RESULTSBased upon consumer response to the e-card within the first 3 weeks of its implementation, the client decided to expand the e-card programme and develop additional e-cards in the coming year.