JOE Media and Havas Lynx UK Launch 'Listen to Jordic' Heart Health Campaign on World Heart Day

On World Heart Day, JOE Media Group and Havas Lynx UK launched 'Listen to Jordic,' a campaign using an animated Viking character to raise awareness that erectile dysfunction (ED) can be an early warning sign of cardiovascular disease. The centerpiece is a folk-style music video in which Jordic, whose name is pronounced 'YOR-dik,' sings about the condition, with his character and other elements shaped like penises. The campaign aims to reduce stigma and encourage men to see a doctor. Paul McDonnell of JOE said the light-hearted approach tackles an embarrassing issue without losing seriousness, while Vernon Bainton, chief medical officer at Havas Lynx, noted that ED and cardiovascular disease share vascular origins and that ED can precede heart events by years. The video launches today on World Heart Day, observed annually to promote preventive heart health. Cardiovascular disease is the leading global cause of death, claiming about 17.9 million lives each year. In the UK, coronary heart disease is the top killer of men, with around 41,000 deaths annually. Research cited in the campaign found that 63% of men with ED have never spoken to a doctor about it, and 78% of 2,000 UK men surveyed were unaware it can signal an underlying heart problem. A dedicated website, ListenToJordic.com, provides further information. The film was produced by Lightfarm Studios with music by Jamute.