Hard Men Talk

Client: Opella - Cialis

Cialis® Together set out to break the silence around erectile dysfunction (ED), a condition wrongly perceived as an ageing issue. In reality, 30% of men under 40 experience ED, and for 85% of them, the cause is psychological. Yet stigma persists—61% of men think ED is too taboo to discuss, and restrictive media policies make awareness even harder.

After a lacklustre Valentine’s Day launch, we pivoted to a bold, insight-driven approach: turning silence into stories. Partnering with LADbible, we created a three-part content series blending humour and honesty to dismantle shame. From playful vox pops in The Hardest Word to absurd scenarios in Hard to Ask for Help, and finally raw conversations in Hard Men Talk Hard, we sparked cultural dialogue among younger men. The results were transformative. Engagement soared: +63% views, +71% engagement, +85% shares, and LADbible’s second most-commented post of 2025. Post-campaign, 72% of men said they’d now open up about ED. Commercial impact matched cultural success: +31% retail sales, +22% DTC growth (with 49% of buyers under 40), and +41% YoY revenue—the best monthly results ever. By combining humour, heart, and cultural credibility, Cialis® Together turned a taboo into a conversation—and a conversation into growth.