GUYS WITH PEYRONIE'S DISEASE (PD): They are stigmatized and embarrassed and often have relationship problems. An inability to penetrate or pain during arousal are common problems.

PARTNERS OF GUYS WITH PD: They have trouble understanding what is going on, want to help, but frequently get pushed away.

The tightly controlled regulatory landscape in the U.S. around marketing medical treatments, combined with the sensitivity around terminology used to describe the condition presented the greatest challenges around raising awareness of Peyronie's disease.

Bend everyday objects (that don't normally bend) to make PD approachable while gaining the attention of a mass audience. We knew that many men with PD are sports fans (as are their partners). For this reason, we chose objects that would be common within environments they frequent: Bars, restaurants, etc!

LAUNCH BY MARCH MADNESS: We were briefed in late December 2015 and the campaign and web site needed to launched before the NCAA Tournament tipped off in March (our deadline was March 9, 2016). That gave us 2 months to complete everything. Within this time, we developed an empathetic concept and web site, obtained a renowned spokesperson, and developed a public relations schedule that would produce results.

OVER 213 MILLION LIVES HAVE BEEN REACHED SO FAR: Satellite Media Tour reached 5 million viewers and listeners; on average, web site visitors view 4 of 5 web pages and stay on for over 2 minutes; Multimedia News Release reached 92 million; Infographic distribution reached over 59 million; Audio News Release went to over 4,200 stations nationwide with over 4 million impressions. The results continue to grow.

Develop a compelling concept and web site that could be used for outward promotion and to which a fully integrated Public Relations campaign could drive traffic.

Our target audience loves sports, so we chose a sportscaster--Jerry Punch--to be our celebrity spokesperson (he's also a doc).

We knew our concept needed to be quick and approachable (because our audience avoids talking about the problem) and our web site needed to be easy to use and understand.

THE SITUATION: As many as 1 in 10 guys have PD, but many aren't diagnosed or just too embarrassed to get help. Unfortunately, a lot of these guys are misdiagnosed because the problem is caused by scar tissue, not by arousal issues. Depression, high divorce rates, and relationship problems occur as a result.

THE BRIEF: Make PD Known.

OBJECTIVES: (1) Raise awareness, (2) De-stigmatize the problem, (3) Drive men to a urologist.