London – September 29, 2026 -- JOE Media Group has launched a heart-health awareness campaign built around a Viking folk character named Jordic, using erectile dysfunction (ED) as an entry point to warn men about underlying cardiovascular disease risk.
Campaign ties ED symptoms to a two-to-five-year cardiovascular warning window
The 'Listen to Jordic' campaign, created by Havas Lynx UK for JOE Media Group, launched on World Heart Day exclusively on JOE.co.uk. Medical literature cited in the campaign indicates ED can precede cardiovascular symptoms by two to five years, offering a critical window for men to seek diagnosis.
Survey data shows 63% of men with ED have never discussed it with a doctor
Research referenced by the campaign found 63% of men experiencing ED have never spoken to a physician about the condition. A separate UK survey of 2,000 men found 78% were unaware ED can signal an underlying heart problem. Coronary heart disease remains the UK's leading cause of death in men, claiming approximately 41,000 lives annually, according to British Heart Foundation data cited in the campaign.
Production combines music, animation and multi-agency talent
The centerpiece is a folk-style music video featuring Jordic and a cast of Viking companions, produced by Lightfarm Studios with music composed by Jamute. The original track will be distributed across major streaming platforms through VOLYUM under the Art of Sound label. Audiences directed from the video land on ListenToJordic.com for information on the ED-cardiovascular link and guidance on seeking medical advice.
JOE Media positions campaign as a fit for its male-skewed audience
Paul McDonnell, Commercial Director UK & Ireland at JOE Media Group, said the campaign uses JOE's comedic tone to reach a demographic reluctant to engage with serious health messaging. Vernon Bainton, Chief Medical Officer at Havas Lynx, said ED and cardiovascular disease often share common vascular origins, and that while ED is not a definitive heart-disease indicator, it functions as a signal that should not be dismissed due to stigma.