Endo Pharmaceuticals and GSW

A curved erection isn’t normal

A campaign for Peyronie’s disease, a connective tissue disorder that causes an erect penis to bend painfully, might have made for awkward conversation. But in an accessible and engaging campaign — one that even earned viral parodies — this effort helped break down shame, isolation and stigma. The campaign generated a 42% increase in sales for Xiaflex, as men were empowered to finally talk to urologists.