The campaign was designed to reach men between the ages of 40 and 70, who are most likely to develop Peyronie’s disease, as well as their partners.

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.

Ask About the Curve was created to educate men about a sensitive, difficult topic with a face, language and imagery that is real and relatable to every man. The team purposefully steered clear of the look, tone and feel of other large-scale men’s health campaigns that are frequently over-sexualized, featuring overly-attractive women.

The website creative revolves around the idea that, for men with PD, the telltale symptom – a curved penis – becomes ever-present, always on their minds. So much so that they start to see a "curve" in the items that surround them every day: a ketchup bottle, beer bottle, a dinner fork, or a pool cue.

The call-to-action is straightforward, clear and inextricably linked to the campaign, minimizing the “drop off” that can be so typical in men’s health – we want men to speak up and “ask about the curve."

With only two months of runway to plan the campaign before the launch, the team worked quickly to establish the right partners, message and tactics to drive a mindset shift and motivate patients to talk with a urologist.

Enlisting a spokesperson to deliver PD-specific messaging credibly and comfortably – without having to be personally “associated” with the disease – would be key. The team tapped ESPN commentator, Jerry Punch, MD, to educate by connecting with men within a lifestyle context that is familiar and relevant, while arming them with knowledge and direction to seek a diagnosis and treatment.

The first wave of tactics harnessed a multi-channel approach through a media day in NYC, distribution of controlled media vehicles (mat release, infographic, audio news release) and TV/radio PSAs. A second wave of tactics is planned for early June 2016, expanding reach through paid social and out of home advertising campaigns.

In the first two weeks of the campaign, our results include 213+ million impressions, 27 local TV and radio interviews and thousands of website visitors, staying over 2 minutes (111 seconds longer than the 15 second average).

Ask About the Curve campaign materials and promotions were spread across multiple media including Radio, TV, and web. The campaign was built in partnership with Men's Health Network, and men with the problem (Peyronie's disease) had access to a database of Urologists if they wanted to get help.

The goal was clear: In order to grow the PD therapeutic market the team first had to chip away at the stigma around PD by getting people to talk about it. To do so, the support of a men’s health leader, Men’s Health Network (MHN), was critical. Together, Endo and MHN could help patients overcome the biggest barrier that they face in talking about PD: embarrassment. In order reach the target male audience and change public perception about this condition, the team needed to build the right forum and create relevant, engaging content to begin the dialogue, through a campaign called “Ask About the Curve”.

Through evidence-based facts and a relatable spokesperson, physician/sportscaster Jerry Punch, MD, the campaign would deliver messages that would drive a mindset shift and provoke a strong call-to-action.

Up to 1 in 10 men worldwide have Peyronie’s disease (PD), an intimate men’s health condition in which there is an abnormal, often painful, curve during intimacy and arousal. But diagnosis rates remain low because men are too uncomfortable to talk about it, even with a doctor. In fact, there is so little awareness around PD that it’s estimated that up to half of all patients are misdiagnosed as having erectile dysfunction (ED), and many are prescribed ED treatments, which are ineffective for PD.

With less than 100,000 diagnoses each year in the U.S., Endo asked the Ogilvy PR team to help grow the PD therapeutic market by increasing diagnoses. A lack of credible information about PD and a trusted thought leader provided an opportunity for Endo to own and amplify the dialogue around PD, by encouraging men to ask about the curve.