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 British men privately but directly about their problem? We took over men’s motorway service station toilets across the UK, from June - November 2016, and used a range of posters posted above urinals with short, pithy headlines. We created six executions, which together, side-by side, each with a discount card to encourage men to try the service.

The art directional style was simple, clean and bold. No softening, no smooth edges - just upfront, confident messaging, advertising the online service.