How Viagra Connect’s new campaign is breaking masculinity’s ‘last great taboo’

Viagra Connect, the first over-the-counter treatment for erectile dysfunction, launched a campaign in the UK to tackle the shame and stigma associated with the condition.

When Viagra Connect launched on the UK market in 2018, the focus was on functional communications to spread awareness of the over-the-counter treatment for erectile problems. Fast-forward to the summer of 2020 and the brand launched an emotion-laden