Communicating Successfully on a Difficult Topic

Fifty per cent of men over the age of 40 experience erectile dysfunction (ED) at some stage in their lives but research shows it’s not something they like to share with their peers. First Medical Communications recruited some of Ireland’s biggest sports stars to help remove the stigma associated with this common condition. The Lilly 'Don't Spend Life on the Sidelines' campaign was launched and backed by former Republic of Ireland and Liverpool soccer legend Ronnie Whelan, Kerry GAA star Páidí Ó Sé and Irish rugby ace Shane Byrne. Integrated between medical and consumer audiences, it delivered extensive press, broadcast and online ventilation of key messages encouraging men who encounter ED to visit www.manmatters.ie and make a GP appointment.