PFIZER CANADA BEGINS ERECTILE DYSFUNCTION EDUCATION
By Adnews Staff
Pfizer Canada, based in Kirkland, Quebec, breaks a public education campaign this week about erectile difficulties. The pharmaceutical company manufactures Viagra, a prescription drug that treats erectile dysfunction. The drug is not identified in this campaign, however. The advertising conveys the message that erectile difficulties are a common medical condition about which men should feel free to talk to their doctors. A 30-second spot called "Doctor Appointment" depicts a patient in the midst of an appointment with his doctor. The man decides not to discuss the issue with his doctor despite obvious signs something is on his mind. A 1-800 number and an address for a Web site <http://www.edhelp.ca> with information about erectile difficulties also appear in the spot. The ad will run during hockey and news programming. A 60-second direct response version of the ad has also been created that will air throughout the day. The campaign was done by Taxi Advertising & Design of Toronto, which won the direct-to-consumer portion of Pfizer's Viagra account last fall. Public relations are being handled by Strategic Objectives, also of Toronto.