TackleTD Men’s Health Campaign I Bayer UK
One million British men are estimated to have testosterone deficiency, but symptoms like fatigue are often passed off as signs of ageing and depressingly, just 8% of potential patients get treatment.
We needed to drive awareness among those at risk: men over 50. This group notoriously avoids medical professionals, particularly for ‘sensitive’ conditions, but we needed to encourage men to check their symptoms and if worrying to visit the doctor.
We landed on social and football as the best platforms to engage our audience, but which star player to capture attention? We signed football legend Harry Redknapp for a tongue-in-cheek video short, giving his lacklustre team the half-time hairdryer treatment highlighting easily dismissed TD symptoms. Targeted social assets drove people to a bespoke TackleTD website with information, a chat-bot and symptom checker.
The campaign scored BIG on a small budget – Social activations reached 400,000 with 300,000 video views with over 15,000 website visits and two-thirds completing the symptom checker – 70% indicating possible TD! Thousands then attended a doctor’s appointment leading to an astonishing 13% increase in those seeking help. And that’s only the ones we know about.