Pilot launches bold, cheeky out-of-home campaign sharing ‘shocker performance stories’

Digital healthcare clinic Pilot is hoping to destigmatise men’s intimate health, with a cheeky new out-of-home (OOH) campaign encouraging men to “put it all out there”.

The campaign comes off the back of a national survey conducted by Pilot and YouGov, that found there is a misplaced sense of shame among men when it comes to intimate health.

The Sydney-based campaign features a variety of posters amplifying “shocker performances stories” from men, hoping to dispel stale taboos and encourage men to be “loud and proud”.

“It’s clear that men’s health still has many taboos to break through – there remains a persistent belief that men shouldn’t open up about their health concerns, particularly when it comes to sensitive issues,” the survey report reads.

“At Pilot, it’s our goal to dispel these taboos and encourage both men and women to talk openly about intimate health.”

According to the report, 56% of men say they would talk with a healthcare professional if they had sexual performance issues, with 46% admitting sexual performance has a direct impact on their mental health. One in three men said they “have felt judged by a partner” because of intimate health issues.

One in two Aussie men experience erectile dysfunction at some point in their lives, but despite this, 71% of men are avoiding seeking help from a healthcare professional, due to embarrassment (25%), a preference to explore online first (15%) or thinking there is nothing they can do (12%).

Pilot hopes to lean into awkwardness and promote acceptance of perceived sexual “failures” by giving visibility to stigmatised issues – the healthcare provider “wants men to realise it’s okay to fail, to laugh about it, to talk with their mates and partner, and to take with a healthcare professional about it”.

Creative lead at Pilot, Tom Scarcella, said: “We wanted to use this campaign to talk to Aussie men in a super relatable way – meeting them where they are. Expectations in the bedroom can feel pretty overwhelming for a lot of guys. We’ve all thought about it, heard it, or experienced it at some point, yet 56% of the men we surveyed still don’t feel like seeking help.

“By encouraging guys to anonymously share their shocker of a story, we’re hoping to reduce some of the shame and stigma that often comes with intimate health struggles,” he continued.

“These posters should get a few a ‘double-takes’ as people pass by, reminding us that it’s ok to fail, have a laugh about it, and most importantly know that there’s healthcare professionals available to help.”

Last year, the healthcare provider poked fun of election season, with another cheeky OOH billboard addressing erectile dysfunction. In June, Pilot launched a TVC featuring Australian MMA star Jack Della Maddalena, further destigmatising sexual health and wellbeing.


Get the latest media and marketing industry news (and views) direct to your inbox.

Sign up to the free Mumbrella newsletter now.



Sign up to our free daily update to get the latest in media and marketing.