Hard Men Talk

Client: Opella - Cialis

Cialis® Together broke 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 harder.

After a lacklustre Valentine’s Day launch, we pivoted to an insight-driven approach: turning silence into stories. Partnering with LADbible, we created a three-part content series blending humour and honesty to dismantle shame. The Hardest Word used playful vox pops to break the ice, Hard to Ask for Help highlighted the difficulty of seeking support through absurd scenarios, and Hard Men Talk Hard brought raw, relatable stories from builders, bouncers, and barbers. The impact was powerful. 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 results matched cultural impact: +31% retail sales, +22% DTC growth (49% of buyers under 40), and +41% YoY revenue—the best monthly performance ever. By combining humour, cultural credibility, and authentic storytelling, Cialis® Together turned a taboo into conversation—and conversation into growth.