To break long-standing taboos surrounding men’s sexual health global healthcare company Viatris (Nasdaq: VTRS) has taken its EmpowerED for Life campaign to the streets of Lagos – encouraging open stigma-free conversations about Erectile Dysfunction (ED) a subject often avoided in public discourse.
Led by medical doctor and award-winning health educator Dr Damian Avar also known as Sabi doctor the activity aimed to engage everyday Nigerians in candid discussions about a condition that many view as highly private.
From the Ikeja City Mall to the Palms Mall the team conducted interviews with 25 men and women across various age groups inviting them to share their thoughts and experiences related to ED.
The responses – authentic diverse and sometimes deeply personal – highlighted a rising awareness among the public and underscored the need for greater education and support. While several participants recognised ED as a common and treatable medical condition others spoke about the lingering stigma that makes it difficult for men to seek help or talk openly.
‘We wanted to shift this conversation from the confines of clinics into everyday spaces because awareness truly begins here’ said Sushil Kumar Mishra Associate Vice President – Commercial Viatris. ‘Many men are silently struggling with a condition that affects not only their physical health but also their confidence relationships and emotional well-being. Encouraging open dialogue is essential and initiatives like this help create a safe space for education and understanding’ he added.
Global projections suggest that more than 320 million men worldwide are affected by Erectile Dysfunction with developing regions projected to see the most significant increases.i Yet despite its prevalence and impact on quality of life ED remains widely underreported.
Research also indicates that ED can serve as an early indicator of cardiovascular disease often appearing before more serious heart complications. However conversations around men’s health particularly topics considered sensitive remain limited in many communities especially where cultural norms discourage open discussion.
‘ED is a health condition that deserves genuine attention – not judgment’ said Dr Damian Avar who led the activity in Nigeria. ‘Men’s health conversations need to move from silence to action. Erectile dysfunction is often an early indicator of broader health concerns yet many men ignore it due to stigma. This initiative is creating safe informed spaces for dialogue so we can encourage early diagnosis improve health outcomes and support healthier lives.’
One of the participants who featured in the street interviews shared his perspective: ‘Many men avoid talking about these issues because of stigma pride or embarrassment. Hearing healthcare professionals discuss them openly helps normalize the conversation. It reinforces that erectile dysfunction is a medical condition not something to be ashamed of and that seeking help early can make a real difference.’
Through this grass-roots activity Viatris aims to normalise conversations promote expert guidance and inspire meaningful action.
The EmpowerED for Life initiative operates across six African countries – Ghana Nigeria Kenya Côte d’Ivoire Senegal and South Africa.
The program combines community outreach digital storytelling and public education to demystify Erectile Dysfunction and empower men to seek care confidently and without shame fostering awareness vulnerability and action one conversation at a time.
Men experiencing symptoms are encouraged to avoid shame and misinformation and to speak to a qualified healthcare professional for accurate guidance and appropriate care.