Men’s online health platform Mosh launches cheeky erectile dysfunction campaign
ED is one of most under-reported and underrepresented ailments affecting men of all ages. It is estimated that up to 150 million men worldwide suffer from ED and this figure is likely to double by the year 2025.
Says Dr Ash Bowden, a Mosh consulting GP: “Less than 30% of men in Australia will discuss this issue with a doctor – ever. There are certain things you’ll never get up. An erection shouldn’t be one of them.”
The copy-driven campaign targets extensively delayed construction work across the Sydney and Melbourne CBD, from the iconic Fish Markets redevelopment to Nielsen Park’s famously dragged-out sea wall and the long-awaited Bankstown Central line to help normalise what can often be a shame-inducing subject.
Says Alexandra Aguirre, senior marketing manager at Mosh: “Whether it’s sitting in the carpark that is the Westgate Freeway or being let down by the Beaches Link that never happened, there’s nothing a Sydneysider or Melbournite contends with more than a city full of stuff that takes forever to get up (or doesn’t happen fast enough). That’s never a problem you’ll have with Mosh, where getting men access to health practitioners quickly and effectively is a fundamental part of what we do.”
In addition to OOH and mobile billboards the campaign will extend to an in-house content series with Dr Bowden, addressing some of the weirdest misconceptions about ED on Reddit and beyond, and a targeted Betoota Advocate partnership.
Says David Narunsky, co-founder at Mosh: “We’re really excited to bring this work to market. This is such an important issue that often gets swept under the rug, so bringing our trademark humour to the category is something we hope can positively impact men and their chances of taking action”
Established in 2016, Mosh is now one of Australia’s most popular online health platforms, specifically designed to get men talking about and acting on their health. Helping men skip the waiting room, with discreet delivery to their door, Mosh has helped thousands of men with hairlines, waistlines and crucially for this campaign, everything below the belt.
