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Pfizer is tackling stigma around erectile dysfunction in an ad campaign for the new over-the-counter Viagra pill.

The product went on sale in UK pharmacies this week. Print and outdoor ads by Y&R London seek to raise awareness of the normality of erectile dysfunction among men by using real world examples from news, sport and travel to highlight the fact that 4.3 million men in the UK experience erectile problems. They were created by Tony Malcolm, Josh Pearce and Sean Johnson.