Ogilvy readies global PR assault for Levitra

Bayer and GlaxoSmithKline are to unleash a fresh wave of global PR to promote their erectile dysfunction (ED) brand Levitra.

Ogilvy PR Worldwide, the agency co-ordinating the campaign, describes the push as the ‘boldest men’s sexual health educational initiative ever undertaken’.

The campaign, ‘Strike Up a Conversation’, will launch in December, backed by the results of surveys with more than 1,000 doctors, ED sufferers and sufferers’ partners.

‘The surveys have found that couples don’t tend to speak about the problem with each other. They often just wait for their partner to bring up the problem,’ said Ogilvy UK health and medical practice associate director Brian Tjugum.

Cartoons are being translated into the languages of countries set to embark on the PR push. Press briefings will be held at the seventh Congress of the European Society for Sexual Medicine in London in December.

Cohn & Wolfe continues to promote Levitra in the UK.

Ogilvy PR Worldwide’s healthcare interests will not be part of the planned Ogilvy Healthworld venture, as incorrectly stated in our 3 September issue.

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