Pfizer Upjohn, a division of Pfizer biopharmaceutical company, has launched a new campaign titled #KeepItReal. It aims to help make conversations about erectile dysfunction (ED) less of a taboo for couples, enabling them to discuss their problems and find a suitable solution.
The campaign was launched with a survey to gauge people’s knowledge of ED, its treatment and the factors that influence treatment. Interestingly, the survey revealed that 82 per cent of women said that they would ask their partners to visit a doctor to get the right treatment for ED, instead of talking to friends or relying on home remedies. This highlights the crucial role women play in ensuring that their partners get timely and correct treatment.
The campaign film features a husband and wife duo and their experience with ED. It encourages couples not to skirt around the issue but to seek real treatment.
The brand has also launched its own social media platforms ‘Keep It Real with Pfizer Upjohn’ on Facebook and Youtube to create a community and raise awareness about the increasingly prevalent issue in the country.
Ashutosh Munshi, executive vice president, head, brand practice, Edelman India, said, “We created the Keep It Real campaign backed by an insight that erectile dysfunction takes a toll on both the suffering man and his partner; it often starts with an impact on their relationship. Each of the campaign elements were created keeping the consumer at the core, thereby earning their attention and driving engagement.”
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