Healthcare company seeks to tackle stigma around men’s sexual health, urges early diagnosis and professional medical care
By Bunmi Yekini
Global healthcare company Viatris has taken its EmpowerED for Life campaign to public spaces in Lagos to encourage open discussions about erectile dysfunction (ED) and address the stigma that often prevents men from seeking medical care.
Led by Nigerian medical doctor and health educator Damian Avar, popularly known as Sabi Doctor, the campaign engaged 25 men and women at Ikeja City Mall and The Palms Mall, inviting them to discuss their perceptions and experiences of the condition.
Responses from participants highlighted growing awareness that ED is a common and treatable medical condition, while also pointing to persistent social and cultural barriers that discourage men from discussing sexual health, the company said in a statement.
Erectile dysfunction, which affects a man’s ability to achieve or maintain an erection, can affect confidence, relationships and emotional well-being. It can also be associated with underlying health problems, including cardiovascular disease.
“Many men are silently struggling with a condition that affects not only their physical health but also their confidence, relationships, and emotional well-being,” Sushil Kumar Mishra, Viatris’ associate vice president for commercial operations, said.
“Encouraging open dialogue is essential, and initiatives like this help create a safe space for education and understanding,” he added.
Global projections indicate that more than 320 million men could be affected by ED worldwide, with developing regions expected to record some of the largest increases, according to the company.
Despite its prevalence, the condition remains underreported, partly because of embarrassment, misinformation and cultural expectations surrounding masculinity.
Avar said ED should be treated as a medical condition rather than a source of shame, adding that symptoms could signal broader health concerns requiring medical assessment.
“Men’s health conversations need to move from silence to action,” he said, calling for greater awareness, early diagnosis and access to professional guidance.
One participant in the street interviews said public discussions involving healthcare professionals could help men overcome embarrassment and understand that seeking treatment was a legitimate health decision.
Viatris said its EmpowerED for Life initiative operates in six African countries: Nigeria, Ghana, Kenya, Côte d’Ivoire, Senegal and South Africa.
The programme combines community outreach, digital storytelling and public education to promote awareness of ED and encourage men to seek appropriate treatment from qualified healthcare professionals.
The campaign comes amid wider efforts to expand public education on men’s health and challenge social attitudes that can discourage people from discussing sensitive medical conditions.
Viatris urged men experiencing symptoms of ED to seek professional medical advice rather than rely on misinformation or unverified treatments.