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It's good to talk

Jerry Hall launches new disease awareness campaign to encourage men and women to discuss erectile dysfunction

Bayer Healthcare has hooked up with Texan model, Jerry Hall, for the launch of its new global erectile dysfunction (ED) disease awareness campaign, `Strike Up a Conversation'.

In her role as spokeswoman for the campaign and ED treatment Levitra, Hall wants to encourage men and women to talk openly with each other and healthcare professionals about ED. ìI am working with Bayer Healthcare to encourage men to confront erectile dysfunction and take action. It might be a conversation with your doctor or maybe with your partner, but it's never too late to get the most from your love life,î said Hall.

As part of Bayer's campaign, Hall will make a speech at the company's press conference, 'It Takes Two: Bayer's Commitment to Couples', being held at the 8th European Society Sexual Medicine Congress from December 4-7, in Copenhagen. She will also appear alongside renowned sexual specialists and professionals including, Professor Siegfried Meryn and Dr John Dean, a consultant sexologist.

Bayer hopes that the campaign will help to reduce the continuing stigma attached to ED and break down barriers to communication about the condition between partners.

Dr Christa Kreuzburg, president of Europe and Japan at Bayer Healthcare said: ìJerry Hall is the perfect ambassador for this campaign. She is a global icon who embodies an open, confident and bold approach to sex and relationships. We hope her involvement with the campaign provides the impetus for couples to strike up a conversation about erectile dysfunction and seek a solution.î

As yet, the company has not revealed whether Hall will be involved in other promotional activities for Levitra beyond being a spokeswoman and appearing in a picture posted on the Bayer Healthcare website.

The campaign launch comes just days after Pfizer launched a new advertising campaign on US television for its ED treatment, Viagra, in which the company takes an educational and non-branded approach to ED.

2nd September 2008

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