WHO

Pfizer is one of the world's largest pharmaceutical companies. With a wide portfolio of products that prevent, treat and cure diseases. Viagra is one of Pfizer's most known, but also most taboo products. Too bad, because Viagra can make - pardon my French - a big difference for many.

WHAT

Danish law does not allow marketing of prescription drugs like Viagra. Therefore, a new train of thought must be used in order to reach the growing number of Danish men who have been diagnosed with erection problems.

HOW

In2media created Rejsningsproblemer.dk (Erectionproblems.dk), a Flash based site where Pfizer can communicate directly with potential Viagra users and their partners. Ticked and crossed in accordance with the law - without using the name Viagra. Taboos and myths are destroyed by focusing on doctors' and patients' experiences with erection problems. A knowledge bank, video cases and the opportunity to seek more personal information provides the user with extra support. Pfizer updates the content itself and expands the knowledge base via a customized CMS.