Launched on World Heart Day, JOE Media Group’s ‘Listen to Jordic’ campaign from Havas Lynx turns a commonly ignored symptom into a captivating folk anthem about cardiovascular risk
September 2026 – What if one of the first signs of heart disease wasn’t in the chest, but… in the pants?
It is from this provocation that “Listen to Jordic” was born, a new cardiovascular health awareness campaign from JOE Media Group, created by Havas Lynx, England. Inspired by the Nordic pronunciation of the letter “J” as “Y”, the campaign from Ireland’s largest digital media group features Jordic (pronounced “YOR-dik”), an unlikely Viking messenger who gives voice to a part of the body that many men prefer not to talk about.
The aim is to encourage a conversation that is still often avoided: erectile dysfunction (ED). For some men, however, the problem may be an early sign of underlying cardiovascular disease.1–3
To make this warning impossible to ignore, Jordic is the protagonist of an epic folk-style song – created by the Brazilian sound production company Jamute – and a music video that uses humor to address the shame and stigma still associated with erectile dysfunction.
Alongside his fellow Vikings, Jordic sings:
When I’m low, I can’t grow,
Don’t doubt it, find out.
If this problem occurs below
It’s telling you something you need to know.”
In a free translation:
When I am weak, I cannot grow.
Don’t hesitate, find out.
if this problem down here
He’s trying to tell you something you need to know.
The campaign proposes a new way of looking at erectile dysfunction: instead of treating it merely as a source of embarrassment, it presents the problem as a possible warning sign for health, indicating that the body may be trying to communicate that something is wrong.
By speaking to JOE’s predominantly male audience through irreverent and entertainment-focused language, “Listen to Jordic” seeks to transform a serious message into something easier to listen to, share, and, most importantly, to take action on.
Paul McDonnell, commercial director for the UK and Ireland at JOE Media Group, explains why the campaign naturally connects with the platform’s audience profile: “Sometimes the most important health message is precisely the one we have the most difficulty hearing. And men, in particular, aren’t always good at paying attention to this type of warning. That’s what attracted us to the ‘Listen to Jordic’ campaign. It addresses a topic that can be embarrassing or even considered ‘unmanly’ in a light and disarming way, without diminishing the importance of the message.”
For McDonnel, the approach naturally aligns with JOE’s humorous and irreverent tone. “This allows us to break through the information overload of social media feeds and reach our male audience in an authentic way. Jordic is essentially that best friend who cares for a man and says something he might not want to hear, but that could literally save his life. If we can use the JOE platform to get more men to pay attention, seek medical advice, and find out what’s going on, we can make a real difference,” he adds.
Behind the humor, however, lies a health issue that deserves attention. Erectile dysfunction can appear two to five years before cardiac symptoms⁴, creating an important opportunity for men to seek medical advice and investigate potential cardiovascular risks.
Still, this warning sign often goes unnoticed. According to one survey, 63% of men who experience erectile dysfunction have never spoken to a doctor about it.⁵ Another survey, conducted with 2,000 men in the United Kingdom, revealed that 78% did not know that ED can be related to an underlying heart problem⁶.
Coronary heart disease is the leading cause of death among men in the United Kingdom and accounts for approximately 41,000 deaths every year⁷˒⁸.
Vernon Bainton, Chief Medical Officer of Havas Lynx, explains the medical connection that underpins the campaign: “We know that erectile dysfunction and cardiovascular disease often share common vascular origins. It’s important to highlight that ED can act as an early warning sign and, in some cases, appear years before a more serious cardiovascular event. While erectile dysfunction is not, in itself, a diagnosis of heart disease, it is a sign that should not be ignored or dismissed because of stigma. By making this conversation more natural, ‘Listen to Jordic’ helps fill an important gap, encouraging men to recognize these signs and seek guidance from a healthcare professional.”
After watching Jordic’s performance, the audience is directed to ListenToJordic.com, where they can learn more about the relationship between erectile dysfunction and cardiovascular health and understand in which situations it is important to seek medical advice.
The music reaches the chorus:
I’m telling you now
I’m begging you please
Erectile dysfunction
“Could be heart disease.”
In a free translation:
I’m saying now,
I’m asking you, please:
erectile dysfunction
It could be heart disease.
The music video premieres this Tuesday, the 29th, World Heart Day, exclusively on JOE.co.uk , accompanied by editorial and social media content across the entire JOE ecosystem.
Created by Havas Lynx UK for JOE Media Group, the track is produced by Lightfarm Studios, with music by Brazilian sound producer Jamute. The original track will be released on major streaming platforms via 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
Head Producer of Comedy: David Atkinson
Agency: HAVAS LYNX UK (Manchester)
Chief Executive Officer: Claire Knapp
Chief Creative Officer: Alex Okada
Executive Creative Director (ECD): 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 Designer: Callum Dawes
Senior Designer: Dan Augey
Designer: Emily Broughton
Senior Artworker: Sam Malpass
Scientific Director: Faye Emery
Planning: Hollie Dalton
Group Account Director: Fliss Barber
Account Executive: Denise Omolara
Animation: Lightfarm Studios (Brazil)
Music and Sound Production: Jamute (Brazil)
Musical Direction: James Feeler
Musical Production: James Feeler and Charly Coombes
Singer: Charly Coombes
Sound Engineering: Fernanda Galetti, Marcelo Filho and Pedro Cortez
Executive Producer: Gabriela Alberti
Production Coordination: Ana Cordeiro and Julianna Zuppo
Music Distribution: VOLYUM
Record label: Art of Sound
