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Erectile dysfunction tackled through film

Bayer Schering Pharma has launched a series of short online animated films to tackle the delicate issue of erectile dysfunction

Bayer Schering Pharma has launched a series of short online animated films to tackle the delicate issue of erectile dysfunction (ED).

The centre of the campaign is the InBed website, designed and built by Profero in partnership with Aardman, and features an animated character called Dennis.

Through a series of 30-second videos, Dennis faces up to the fact he is suffering from erectile dysfunction, deals with the affects on his relationship, and takes steps to find a solution.

 

Episode one: Dennis realises he has a problem

 

The campaign aims to create a character with whom individuals can relate and connect. It takes a subject that is often difficult and embarrassing to face and addresses it in a refreshingly light-hearted yet truthful manner.

Sam Walmsley, group account director for the project at Profero, said: "I truly believe this campaign demonstrates that pharma marketing can be a leader in the digital space and the new website Inbed really shows that ED content can be created on a serious subject in an innovative, funny and engaging way." 

All the campaign content sits on the standalone InBed website however, YouTube and other social media platforms were used to reach the target group and increase penetration of the message.

 



Episode seven: Dennis goes to see the doctor


"We didn't want to be po-faced about what is a clinical issue but equally we didn't want to trivialise, so although there is humour there the main character should feel likeable. It's specifically understated in the scenes of 'reality' and then slightly more manic in the dreamy sequences," said Aardman director, Sam Morrison.

As well as the light-hearted mini-films, the website provides men with information about how to talk to their doctor and their partner along with details on the treatments available.

 


A final film, under the guise of a 'leaked' sex tape, shows Dennis' 'full recovery'

8th October 2009

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