The campaign · For gay & bi men · UK

Hard
truths.

An erection is a health signal. Not a personality flaw.

Six sentences most men have thought and almost none have said out loud. We're putting them on posters, on your feed, and in front of a clinician.

Not everyone is suitable. Treatment is subject to consultation.

The six.

01
It happens to most men. Almost nobody says it out loud.
Erections come and go for reasons that have nothing to do with how much you want someone.
02
An erection is a health signal, not a character reference.
Blood flow, sleep, alcohol, stress, medication, mood. Your body is reporting, not judging.
03
Performance anxiety is a physical event.
Adrenaline narrows blood vessels. The worry doesn't stay in your head — it turns up in the room.
04
Hooking up is a different set of conditions.
New person, no time, sometimes a chemsex context. Same body, harder conditions. That's worth talking about honestly.
05
Nobody here needs the backstory explained.
Top, bottom, both, versatile, in a couple, in an open thing. We've had the conversation. We'll skip your apology.
06
There is a clinician on the other end. Not a checkout.
A UK clinician reads what you've written. If treatment isn't right for you, we tell you that.

Week 1 — Rupture
Say the thing nobody says.
Six Hard Truths released as standalone type posters. No product, no clinic, no explanation. Comments left open and answered like adults.
Week 2 — Recognition
Make men see themselves.
Short-form video: real sentences men have said, read straight to camera. Carousels breaking down what actually affects an erection.
Week 3 — Authority
Prove there's a clinician behind it.
Clinician answers, unscripted, one question per film. Straight Answers long-reads pushed hard. Reddit and Grindr placements point here.
Week 4 — Invitation
Turn attention into consultations.
Paid scales the winning hooks. Every asset lands on one line: start the consultation, free, ten minutes, no explaining yourself.

Type posters, talking-head truths, clinician answers. Nine-to-sixteen first, sound-on hooks in the opening second.

Six hooks × three angles × two formats, judged on cost per started consultation. Kill anything below the line at 72 hours.

Placed where the pressure actually happens. Copy stays plain, never leering, never a punchline.

AMA-style clinician sessions in UK gay and sexual health communities. Answers first, link second.

Six truths, one per site, London and Manchester. Wordmark small, sentence enormous.

Editorial pitch: the first premium sexual health brand built for gay and bi men in the UK.

Ten minutes. Free. Reviewed by a UK clinician.

No hard sell. No explaining yourself.

Not everyone is suitable. Treatment is subject to consultation.