Cialis Together has launched an interactive installation in central London to reduce the stigma around men’s sexual health issues, in particular erection difficulties (ED).

New research from the charity the Urology Foundation, which surveyed 2,000 UK men, shows that nearly one in two men (46 per cent) would not visit their doctor if they had ED, a condition that affects as many as one in three males. Moreover, 63 per cent of men think ED is a normal sign of ageing and 78 per cent aren’t aware that ED could be a sign of heart disease.

Cialis Together, the OTC brand for ED from Sanofi, has set up “Peekataboo” installations at King’s Cross Station in London to encourage a more open dialogue around men’s sexual health through “an immersive, multi-sensory experience”.

The exhibit will help visitors uncover hidden truths about ED, dispel common misconceptions and highlight the opportunity for men experiencing ED to have more time available to enjoy intimacy with their partner, says the company.

The King’s Cross campaign started on World Sexual Health Day (September 4) and runs until Thursday (September 7).