ED is a subject many British men don’t want to acknowledge or deal with, so taking a ‘softly-softy’ or too subtle approach to advertising will do little to address the problem. We had to talk to men sensitively, but directly; We had to deal with the subject in a way that made men more likely to take notice, and do something.

So how did we talk to men privately but directly about their problem? We went to most private place possible: The bathroom. We took over men’s motorway service station bathrooms across the UK, with a range of posters, positioned above urinals, to encourage men to try the service.

The purpose of the direct, cheeky ads was to cut through and drive response from men at a time when we briefly had their attention, and the problem was ‘closer to mind’ than at other points of the day.

We also had to take