As experts in the field of developing artificial hormones, Ferring Pharmaceuticals aimed at increasing awareness and letting men know that testosterone-related issues are often treatable. The campaign focussed on bringing doctors and patients into a one-on-one conversation on what it means to be a 'Man'. To narrate this complex story with a nuanced approach, we took on a reductional literary tone. The conversations between doctors and patients were brought into a safe and peaceful environment, which involved the use of natural colours, photographs of the subjects within nature, and the use of highlight text to make personal quotes relevant to the readers. The two worlds of patients and doctors were brought together in this engaging magazine along with a campaign involving a website, an online campaign and an information stand for medical congresses.
The approach resulted in a campaign that aided doctors to reach out to patients to inform and share on the various possibilities they have available. It also became a platform for patients to share experiences and meet others in the same situation. With a growing mistrust in pharma companies, often struggling with a damaged reputation, this campaign proved to be an optimal tool for Ferring to play a meaningful active role between the doctor and patient. The campaign established its position as a truly helpful intermediary. We are hopeful that campaigns such as this will eventually help many men and their partners (as well as aid workers), not only to inform but also to break the shame and reach out for help when needed.