Online men’s health platform launches cheeky OOH campaign
Men’s online health platform Mosh has launched a cheeky new OOH campaign aimed at destigmatising erectile dysfunction (ED).
As one of the most under-reported and underrepresented health issues affecting men – so much so that less than 30% of men in Australia will discuss the issue with a doctor – Mosh is on a mission to normalise conversations about ED with the new copy-driven campaign.
Targeting extensively delayed construction work across the Sydney and Melbourne CBDs – from the Fish Markets redevelopment, to Nielsen Park’s dragged-out sea wall, and the long-awaited Bankstown Central line – to help normalise what can often be a shame-inducing subject.
“Whether it’s sitting in the carpark that is the Westgate Freeway or being let down by the Beaches Link that never happened, there’s nothing a Sydneysider or Melbournite contends with more than a city full of stuff that takes forever to get up (or doesn’t happen fast enough),” said Alexandra Aguirre, Mosh’s senior marketing manager.
“That’s never a problem you’ll have with Mosh, where getting men access to health practitioners quickly and effectively is a fundamental part of what we do.”
In addition to the strategic OOH placements, the campaign will extend to an in-house content series with Dr Ash Bowden, addressing some of the weird misconceptions and ED, as well as through a partnership with the Betoota Advocate.
David Narunsky, co-founder at Mosh, added: “We’re really excited to bring this work to market.
“This is such an important issue that often gets swept under the rug, so bringing our trademark humour to the category is something we hope can positively impact men and their chances of taking action.”
Credits:
Chief Marketing Officer: Nick Holden
Senior Marketing Manager: Alexandra Aguirre
Creative Director: Jonathan Seidler
Art Director: Eamon Hayward
Copywriter: Yarno Rohling, Jonathan Seidler
Design: Teri-Kate Osinga
Content: Olivia Whiting
Media agency: Fourteen10
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Lauren McNamara was the associate editor at Mumbrella. She joined in November 2022 as editorial assistant, after completing a Bachelor of Communications (Journalism) at UTS. She left Mumbrella in August 2025.
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David Narunsky
Dr Ash Bowden
ED
Mosh
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