We were tasked by Pfizer to support the launch of VIAGRA CONNECT - available for the first time without prescription - in UK pharmacies.

Our objective was to move men from inaction to action by removing barriers and giving them the confidence to seek treatment with Viagra Connect. We recognised that making Viagra more readily available was only part of the solution and that we needed to creatively utilise data to help normalise the condition.

Through an initial Kantar TNS Omnibus Survey, we discovered our key data point (4.3 million men in the UK have erectile problems). The widespread prevalence of the condition was the key to unlocking our normalisation strategy and ultimately creative solution.

This was an innovative approach to using data because generally, we see meaningless stats in the healthcare sector that are impossible to empathise with. In this campaign, we reframed the statistic by applying it to real, everyday things aspects of our audiences’ lives. This made an abstract statistic feel tangible to men going about their everyday lives.

We used contextualised ads that related to key interest areas for our target audience. Real world examples were used to vividly bring to life the number of sufferers, in an attempt to make the statistic of 4.3 million more relevant to the consumers.

From March to May we used OOH, National Press and Digital environments in a variety of formats to bring ED into our targets lives.

Through the creative use of data we successfully achieved our behaviour change objective of moving men from inaction to action. Latest data show:

- Sales in Boots running at 300% of estimate

- 1 pack sold per minute across pharmacies in UK (with 65% in store vs online demonstrating that our work is starting to normalise the condition)

- Work has driven 85 earned news stories in national news titles including BBC Online, The Telegraph, The Times, Daily Mail, Mirror and Metro.