One in three Australian men suffer from some form of premature ejaculation, but 83% of those remain undiagnosed. Research showed that 72% of men affected were not talking to their doctors, 47% were not talking to their partner and 31% did not think it could be treated.

The objective of the campaign was to increase awareness of the issue in Australia and build understanding that it can be treated. But with media regulations prohibiting the use of the word ‘ejaculation’ in media before 9:30pm, this was going to be a challenge.

We would work towards breaking down the social norms and tackling the ‘taboo’ topic of PE, help normalise the issue and take consumers on the journey from understanding the issue to a willingness to talk about it and ask for help.

We would do this by starting the discussion between couples about the issue of premature ejaculation by encouraging them to ask ‘How was it for you?’ after having sex.

Using research available we developed the news angle around the untold story with one in three Australian men. We engaged some case studies of people who were going through this problem to personalise the journey they go through and some health ambassadors that could provide support and tips to Australians. This combination of assets provided us with ample opportunity to reach out to news, TV, health and lifestyle media outlets.

The objective of the campaign was to increase awareness of the issue in Australia and build understanding that it can be treated.

We aimed towards breaking down the social norms and tackling the taboo topic of PE, help normalise the issue and take consumers on the journey from understanding the issue to a willingness to talk about it and ask for help.

The campaign certainly got Aussies talking. During the campaign period in 2014, the total amount of Priligy patients in Australia rose by roughly 50,000. Additional results include:

› 48 pieces of media coverage

› 42 media mentions of the word ‘ejaculation’, despite media regulations

› 15 live online chats to a GP

› 36 call to actions to see your GP and/or communicate with your partner asking the question "How was it for you?” in the media

› 941 survey completions

› 34,008 total site visits to controlpe.com.au

› 12,720,649 total reach for campaign (including media, social and website engagement)

The promotional plan:

1. Video content – We found three Aussie couples suffering from PE and introduced them to a sex therapist, who gave them some helpful techniques. They made video diaries over a three-week period whilst implementing these techniques. They then came back to the therapist and talked about how it worked for them.

2. PR outreach – Using research, we outreached to media, outlining the issue of PE, the reasons why it is such a problem and that treatment is available.

3. Online forum – Considering many men were too embarrassed to speak with their GP, we created an online forum where men could confidentially speak with a health professional about their symptoms and receive guidance.

4. Ambassadors – Dr Nikki Goldstein (Sex therapist) provided tips and developed tools to help couples and individuals. GPs also provided guidance.

The campaign ran throughout Men’s Health Month, in June 2014.

Pharmaceutical company Menarini, produce a drug, Priligy, which treats premature ejaculation (PE) in men. They found that, while one in three Aussie men suffer from some sort of PE, many are not aware that it can be treated.

A key barrier to receiving treatment occurs when men are reluctant to discuss the problem with their partner or their doctor. Menarini required a PR campaign that would overcome this barrier and assist men in receiving treatment for PE.

This was a social movement that looked to generate conversation between Australians, encouraging them to take action.

The target audience for this was men aged 20-50 years old because this is where PE is most common with Australians. We also targeted their partners, as research shows that female partners can potentially assist men in seeking treatment.