Zava

Going cold turkey on porn

One in ten men experiencing erectile dysfunction say porn is the cause. As porn use spikes in December, we teamed up with online doctor and Viagra retailer, Zava to shine a spotlight on the issue of porn-induced erectile dysfunction (PIED) by encouraging men to go ‘Cold Turkey’ on porn for Christmas.

31%
uplift in brand awareness
1k
views every week since launch

Big Breasted Bird Gets Roasted

Meeting the brand’s target audience at the source, we hijacked porn sites to raise awareness of men’s health. With videos of unsexy roast turkeys and cheeky titles that substitute medical jargon with humour, the videos stirred up attention and created pub talk.

On a serious note

The stunt was supported with content on how men can give up porn, written by psychosexual and relationship therapist Clare Faulkner. Racking up thousands of views within days of the video uploads, as well as generating quality coverage across the nationals, the campaign started a more honest conversation around ED and its causes, and offered advice on how to treat it.

Awards

  • Winner Technology Campaign, PR Week Awards 2020
  • Finalist Use of Content, PR Week Awards 2020
  • Finalist Healthcare, Ethical & OTC, PR Week Awards 2020
  • Winner Technology Campaign, Creative Moment Awards 2020
  • Winner Health, Beauty & Fashion Marketing Campaign, PR Moment Awards 2020
  • Winner Digital and New Media Campaign, PRCA National Awards 2020
  • Winner Healthcare Campaign, Digital Impact Awards 2020
  • Winner Use of Video, PRCA Digital Awards 2020
Turkeys are popping up in porn videos to highlight erectile dysfunction
Videos of turkeys appear on porn sites – and promise ‘hot legs and big breasts’
Videos of turkeys are appearing on porn sites – but there’s an important reason why

“Incredibly witty and clever campaign that tackled a sensitive issue in a relevant way.”

PR Week Awards Judge’s comment

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