Raising awareness of a complicated condition
Role: creative direction, writing, concepting
After around age 40, men’s testosterone production starts to dwindle. By 45 years old, around a third of all men have clinically low T levels, causing a variety of problems, the most dramatic of which tend to be sexual.
By workshopping ideas in market research, we identified an approach that could bring likely men in without marginalizing them.
Threading the needle of trying to raise awareness of a condition that is sensitive for the people who experience it without marginalizing them. Winner MM&M Gold Consumer.
Targeted unbranded rich media grabs attention…
Unbranded microsite extends the story, linking to brand…
Branded site provides paths to treatment.