On September 29, 2026, World Heart Day, UK men's publisher JOE Media Group launched "Listen to Jordic," a heart-health awareness campaign built on the link between erectile dysfunction and cardiovascular disease. Havas Lynx UK created it. Its star is Jordic (pronounced "YOR-dik"), an animated Viking who, as the press release puts it, "gives a voice to the part of the body men may be least willing to discuss." He sings a folk-style anthem whose chorus includes "When I'm low, can't grow, don't doubt, find out," per Creative Boom. The video launched exclusively on JOE.co.uk with editorial and social support across JOE's channels, and it sends viewers to ListenToJordic.com for guidance on when to see a doctor.

Why It Matters

The commercial ED market, from Hims & Hers to Numan, Manual and Eroxon's OTC gel, has spent a decade selling ED as a lifestyle fix you can order in two clicks. That model cuts friction but can also cut out the diagnostic conversation. A campaign that reframes ED as a cardiovascular "check engine" light is a reminder that the person asking for a PDE5 inhibitor may also be an undiagnosed cardiac patient. That creates both a clinical duty and a business opportunity for telehealth platforms: bundling blood-pressure, lipid or HbA1c screening into the ED consult is where men's-health companies can move from prescription mills to preventive care. Humour and music to beat stigma is a well-used playbook in men's health, as with Movember and our coverage of Cleveland Clinic's MENtion It survey, but ED marketing has rarely led with mortality. Watch whether UK telehealth players or the NHS pick up the ED-as-heart-signal framing in their own acquisition funnels.

The campaign's claims come from its own cited sources. ED can precede heart symptoms by two to five years. 63% of men with ED have never spoken to a doctor about it. In a UK survey of 2,000 men, 78% did not know ED can signal an underlying heart problem. Coronary heart disease kills about 41,000 men a year in the UK and is the country's leading cause of death in men. "ED can be an early warning, sometimes emerging years before a more serious cardiovascular event," said Vernon Bainton, chief medical officer at Havas Lynx. He added that ED "is not a definitive indicator of heart disease" but "should never be ignored or sidelined by stigma." JOE's UK & Ireland commercial director Paul McDonnell said the aim is to get "more men to listen, get a quick check."

Sources

Update — 2026-09-30

Initial entry — story first created.