The media choice in the campaign went hand in hand with the selective perception idea of the campaign. The campaign insight was that men with erection problems were just as sexually focused as fifteen-year-old boys. They see signs of their sexual failure everywhere.

There would always something there to remind them.

The targets would not only be reminded when exposed to campaign material, they would be reminded everywhere. When watching TV, on the streets, in the restrooms at bars and by mail at home etc, all during their anxiety periods throughout the European Championships in football.

The campaign for “Impotenslinjen” (the impotence line) started just before the European Championship in football, with a PR activity based upon a survey of who Swedish people thought was the sexiest player on the national team.The campaign then took off with two fifteen-second DRTV spots driving traffic to the website.During the European Championship, outdoor, print ads, waiting room material, banners and direct marketing were launched in order to maximise awareness and discussion between men, in situations where they were gathered to watch football, or look for results.