How do you increase awareness of a hidden condition that is embarrassing to talk about and unlikely to pass the media’s ‘breakfast test’?
The British Dupuytren’s Society wanted to extend their support to men with a little known – and rarely talked about – condition – Peyronie’s disease (PD) – that affects the penis and launch an awareness campaign.
Based on our insight that men with PD often felt isolated and depressed, Say chose to focus on the emotional and mental impact of the condition to gain wider talkability. Timing the launch of Stand Up For Peyronie’s with Men’s Health Week and providing access to case studies and key stakeholders helped to communicate the reality of the condition. An active social media campaign amplified the message.