A vegan diet can help achieve firmer, longer-lasting erections. It is the message that the animal rights organization PETA United Kingdom launched in May with the “Stronger Than Your Prejudice” campaign, and which it is now expanding with a new installment of its global communication platform, with which it challenges myths about masculinity and nutrition.
Again with the help of the SAMY agency, they launch “Last Longer, Go Vegan” to continue questioning the idea that meat consumption is synonymous with strength and sexual performance. The main piece, produced by Contrario, humorously presents a man exploring various ways, most of them absurd, to hide an obvious erection: from tying several sweaters around his waist to hiding behind a bouquet of flowers.
“Being a real man means showing compassion, kindness and respect for all living beings. So come on guys, show your manhood: go vegan for life!“, the organization commented when sharing the piece on their own channels. The piece has an extended version that is almost a minute long.
The campaign, like its predecessor, promotes a plant-based diet as a positive alternative for well-being. It conveys the message that good cardiovascular health promotes better blood circulation and, by extension, better sexual performance. According to PETA, various research indicates that diets rich in saturated fats, some from meat consumption, can affect blood flow, and therefore erectile function.
“Last longer, go vegan” translates scientific information into accessible language, based on entertainment codes and specially designed to work within the logic of social platforms, generate conversation and capture the audience’s attention.
“People don’t change their minds because a brand repeats facts to them; They change when a message manages to challenge a cultural belief in a way that is impossible to ignore.“, commented Santiago Lucero, Global Chief Creative Officer of SAMY, in a statement. “Humor allows us to enter the conversation without judging, generating curiosity and opening the door to new perspectives.”.
The campaign follows in the footsteps of the previous one and has been designed to maximize reach through short formats and shareable content. The intention, furthermore, is to turn a health issue into a cultural narrative that generates interaction and debate. Along these lines, the creative concept takes situations traditionally associated with conventional masculinity and gives them a twist to show that aspirational attributes such as strength, physical endurance or sexual performance are also achievable through a vegan diet.
“Last longer, go vegan” expands Peta’s storytelling, after the three pieces released in May and set in Wild West duels, fencing matches or martial arts scenarios. In them, he replaced the object of force with an erection derived from the adoption of a diet based on plant products.
