After traveling through several countries with the educational campaign 'Start the conversation', the model encourages men -with erection problems- to maintain a good communication with his partner as well as with his doctor to find a solution to his issue.

Arne Zumbaum, managing director of this pharmaceutical multinational corporation, states that this educational campaign is addressed to help men who suffer erectile dysfunction to 'recuperate their sexual life thanks to a simple step, which is to talk about it and go to a doctor's consultation so that this last may help him find the solution'.

According to the information note in Global.net , the international campaign seeks a change in posture in relation to themes involving sex. Even though this may be beneficial in some cases, it raises the attention that this 'better communication concerning male sexual problems' campaign is being promoted by big pharma, when this role should be undertaken by Physicians, health authorities and/or the media.

The use of Jerry Hall's voluptuous image to push the sales of a pharmaceutical against erectile dysfunction is rather gross, especially when it comes from the company that markets Vardenafil to improve the erection.

The note continues arguing that Jerry Hall represents the prototype of the mature yet actual and health aware women and this is the precise female profile that helps men confront this type of sexual issue. However, the question pops up in the air immediately, are there not doctors -both male and female- which could convince patients more adequately of the benefits of a better communication concerning his health problems?

After, Denmark and China , Spain is the third country visited by the model, who commented that 'relations do not have anything to do with age. A healthy sex life is not centered only between the ages of 20 and 30, it is important at any age'.

Was it necessary to exploit the figure of women to sell more erectile dysfunction pharmaceuticals?