sortED in 10 Campaign

 

Sir Stirling Moss has become the first UK celebrity to speak out about his erection difficulties (ED) as part of a new health campaign

The great British racing driver, Sir Stirling Moss OBE, has become the first public figure to cross the line and speak out about his erection difficulties (ED). He recently launched a new men's health campaign, SortED in 10, sponsored by Bayer HealthCare.

Sir Stirling Moss explains, "I'm backing the SortED in 10 campaign because it's about time someone stood up and admitted to having what is a very common problem. Over half of men over fifty suffer from erection difficulties1 at some time, so there is no reason for anyone to feel embarrassed or avoid seeking help, particularly when there are simple and effective treatments available. Don't be embarrassed. Talk to your doctor. All it takes is ten minutes."

The campaign is called SortED in 10 because of the sponsoring company's belief that men with erection difficulties simply want a quick and easy solution. They believe that what men really need is confidence that a treatment will work and will work first time. Angus Muirhead, Business Group Director for Bayer Healthcare says, 'Erection difficulties can have a huge impact on the self-esteem and emotional well being of men. Ideally, since erection difficulties can also be an early marker for diabetes2 and heart disease1 men would be screened when they visit their GP or nurse. Realistically this isn't an option for all doctors, so the SortED in 10 campaign is designed to encourage men who have erection difficulties to talk to their GP who can then advise them about the latest treatments. The average consultation is approximately ten minutes,3 and this can be all the time a man needs to get his ED sorted."

Sir Stirling Moss is an ideal ambassador to tell it straight to the millions of men in the UK who experience ED. Sir Stirling continues, "Motor racing is synonymous with speed and now, as a man with ED, speed is still of the essence. I didn't hang about to get effective treatment for my erection difficulties from my doctor."

Mr Michael Fraser, a Consultant Urologist from Glasgow commented, "The SortED in 10 campaign aims to help break ED as a taboo topic and tell men and their partners how easy it is to get their problem sorted so they can return to a normal sex life. Men need to know that there are treatments available that work quickly, are reliable and can work right from the first tablet, which will restore men's confidence in their ability to have sex."

 

About ED
" Erectile dysfunction (ED) is defined as the consistent or recurrent inability of a man to attain and/or maintain a penile erection sufficient for sexual performance4
" It is estimated that some degree of ED affects 2.3 million UK men4 and is most common in men over the age of 405
" For further information about ED, please visit: www.sortEDin10.co.uk

About SortED in 10
SortED in 10 is a new public health initiative from Bayer HealthCare. Launched by Sir Stirling Moss, the campaign aims to challenge the taboo of ED and encourage men with this easily treatable condition to seek medical advice. It will be rolled out over the next 12 months and be supported by a national advertising campaign.

About Sir Stirling Moss OBE
The man whose name became synonymous with motor racing worldwide, it was Stirling Moss who was the first true motor sports professional. Throughout the 50's and 60's Sir Stirling won over 200 races. Now in his 70's, he still races and relishes a challenge. Sir Stirling first encountered ED following his major accident at Goodwood race track in 1962. At this time, he didn't seek medical advice but did confide in one of his nurses. His ED problems then went away. However, in 2001 he had a prostatectomy for prostate cancer (a common cause of ED) and suffered erection difficulties as a result. When confronted by this problem, which would have silenced and embarrassed many other men, he simply decided to get it 'sortED'. That he has done so, and will now speak publicly about this new personal challenge, says almost everything about this remarkable man, an icon for every generation.

 

For more information about ED go to www.sortEDin10.co.uk

REFERENCES

1 Feldman HA, Goldstein I, Hatzichristou DG, et al. Impotence and its medical and psychological correlates: results of the Massachusetts Male Aging Study. J Urol 1994;151:54-61
2 Sairam, K., Kulinskaya, E., Boustead, G.B., Hanbury, D.C. & Mcnicholas, T.A. Prevalence of undiagnosed diabetes mellitus in male erectile dysfunction. BJU International 2001 88 (1), 68
3 Devengele M, Derese A, Brink-Muinen A et al. Consultation length in general practice: cross sectional study in six European countries. Br Med J 2002; 325:472-477
4 Impotence Explained factsheet. The Sexual Dysfunction Alliance. www.sda.uk.net
5 Braun M, Wassmer G, Klotz T et al. Epidemiology of erectile dysfunction: results of the 'Cologne Male Survey'. Int J Imp Res 2000; 12: 305-311

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