Jordic (pronounced the Norwegian way, “your dick”) is an unlikely Viking messenger who gives a voice to the part of the body men may be least willing to discuss. If his name doesn’t grab attention, his appearance will.

Listen to Jordic, the unignorable campaign by Havas Lynx UK for Irish digital publisher and social-first media network, JOE Media Group, is intended to get more men talking about erectile dysfunction (ED) and recognising it as a potential health warning. For some men, ED can be an early sign of underlying cardiovascular disease.

Jordic takes centre stage in an epic folk-style song and music video, using humour (and Jordic’s error-filled romantic past) to challenge the shame and stigma surrounding ED, and delivers his heart-health warning.

The campaign reframes ED from a source of embarrassment into a potentially useful health signal. By meeting JOE’s predominantly male audience through the cheeky, entertainment-led language familiar from the media and comedy they grew up with, Listen to Jordic aims to make a serious message easier to hear, share and act on.

Paul McDonnell, commercial director UK & Ireland, JOE Media Group, stated, “Sometimes, the most important health message is the one we’re least comfortable hearing – and men, in particular, aren’t always great at listening to those messages. That’s what we really liked about the Listen to Jordic campaign. It takes an issue that can feel embarrassing or ‘unmanly’ and approaches it in a light-hearted, disarming way, without losing the seriousness of the message behind it.

“That felt like a natural fit for JOE’s comedic and playful tone of voice, allowing us to cut  through the noise of the everyday social feed and reach our unrivalled male-focused audience in a way that feels authentic to them. Jordic is essentially your best mate looking  out for you – telling you something you might not necessarily want to hear, but something that could genuinely save your life. If we can use JOE’s platform to get more men to listen, get a quick check and find out what’s going on, then hopefully we can make a real difference.”

Behind the humour is a serious health message. ED can precede heart symptoms by two to five years, creating a critical window for men to seek medical advice and better understand their risk. Yet that warning frequently goes unheard. Research found that 63% of men experiencing ED have never spoken to a doctor about it. And part of the reason might be because many don’t realise ED can signal something more serious. 78% of 2,000 men surveyed in the UK were unaware it can signal an underlying heart problem. Coronary heart disease is the UK’s leading cause of death in men, claiming around 41,000 lives each year.

Vernon Bainton, chief medical officer at Havas Lynx, noted, “We know that erectile dysfunction and cardiovascular disease often share common

vascular origins. Crucially, ED can be an early warning, sometimes emerging years before a  more serious cardiovascular event. While ED is not a definitive indicator of heart disease, it is a signal that should never be ignored or sidelined by stigma. By normalising this conversation, Listen to Jordic bridges a vital gap, empowering men to recognise these signals correctly and take the proactive step of consulting a healthcare professional.”

Following Jordic’s performance, audiences will be directed to ListenToJordic.com where they can learn more about the connection between ED and cardiovascular health and understand when to seek medical advice.

The video launched on World Heart Day, exclusively on JOE.co.uk, supported by editorial and social content across JOE’s ecosystem. Created by Havas Lynx UK for JOE Media Group. The original track will be released across major streaming platforms through VOLYUM.

Credits 
Client: JOE Media Group
Commercial Director UK & IE: Paul McDonnell
Content Director: Ros Madigan
Editorial Director: George Mckay
Deputy Editorial Director: Gerard Brand
Lead Comedy Producer: David Atkinson

Agency: HAVAS LYNX UK (Manchester)
Chief Executive Officer: Claire Knapp
Chief Creative Officer: Alex Okada
Executive Creative Director: Chris Wellard
Senior Creative Curator: Sophia Shaw
Creative Director: Michael Stott
Deputy Creative Director: Bronwynne Evans
Senior Creative Copywriter: Steven Gormley
Senior Art Director: James Danson
Senior Designers: Callum Dawes & Dan Augey
Designer: Emily Broughton
Senior Artworker: Sam Malpass
Scientific Director: Faye Emery
Planner: Hollie Dalton
Group Account Director: Fliss Barber
Account Executive: Denise Omolara

Animation Production Company: Lightfarm Studios
Music & Sound Production: Jamute
Music Direction: James Feeler
Music Production: James Feeler & Charly Coombes
Singer: Charly Coombes
Executive Producer: Gabriela Alberti
Sound Engineers: Fernanda Galetti, Marcelo Filho & Pedro Cortez
Production Coordinators: Ana Cordeiro & Julianna Zuppo
Music distribution: VOLYUM Music label: Art of Sound