From Taboo to Topic
An international pharmaceutical company asked Peter Bütikofer & Company to consider how to change the sensitive subject of "erection problems" from a taboo to a matter of public debate.
The manufacturer of a drug for the treatment of such problems wanted to create a high level discussion of the subject in the media.
PB&C started by defining possible themes and target audiences. They created various areas of discussion and matched them to different media and sections. Both scientific/medical contents as well as themes on the subject of relationships and feeling good about oneself in general were developed.
