Viagra: Transforming the Global and Local Conversation on Erectile Dysfunction

Photo by Felicia Montenegro

In the vast world of medicine, some discoveries transcend medical barriers and become cultural phenomena. One such notable case is the introduction of Viagra, the erectile dysfunction drug that revolutionized the lives of countless men and their partners. Globally, its launch was a milestone that changed the conversation about sexual health and, in Colombia, the public relations agency Image & Press demonstrated its ability to lead disruptive and transformative communication campaigns.

The global launch of Viagra marked a paradigm shift in the way erectile dysfunction was addressed. Although this condition affected a large number of men around the world, it had largely remained in the shadows, hidden by myths and cultural taboos. However, with Viagra, a door has been opened to a more open and honest conversation about men's sexual health.

In Colombia, Image & Press played a fundamental role in the construction of this new discourse. For the first 7 years since its launch, the agency worked on communications and marketing campaigns that challenged norms and broke barriers. Erectile dysfunction stopped being an uncomfortable and unapproachable topic and became a legitimate and necessary topic of conversation. Through its innovative approach, Image & Press helped thousands of couples overcome stigmas and find solutions.

What makes Image & Press' contribution even more impressive is its ability to work collaboratively with the lab communications team behind the brand. The synergy between the agency and internal team allowed for the creation of cohesive and effective communications campaigns that not only informed, but also transformed lives. Breaking myths and banishing taboos is a complex challenge, but thanks to the creativity and commitment of Image & Press, a notable cultural change was achieved in the way sexual health is approached in Colombia.

Hundreds of hours of work and an unprecedented creative approach gave rise to a communication campaign that left a deep mark on society. Viagra not only became a famous medicine, but it also became a symbol of openness and change. The campaign led by Image & Press demonstrated that communication can be a powerful tool for social and cultural transformation.

The launch of Viagra and the media campaigns surrounding it marked a turning point in the way erectile dysfunction and sexual health in general are addressed. Public relations agency Image & Press demonstrated its ability to lead disruptive and transformative campaigns that changed lives and broke barriers. In a world where stigma and taboos often obscure crucial topics, Image & Press's bold and creative approach illuminated a path toward a more open and understanding conversation.