A cheeky Brexit-themed poster campaign begins in Kent.

The slogan, dealing with treatment for impotence, is "harder than a hard Brexit" with billboards at Dover Eastern Docks from next Monday.

But the online pharmacy behind it, EveAdam, is conveying the serious message of confronting and dealing with the condition, which can cause misery among couples.

The advertising campaign coincides with the final end of Brexit, with the Transition Period ending today (Thursday) and the release of EveAdam's new website.

From next week thousands of drivers arriving in Britain through the port will be able to see the ad.

The posters are already on London buses and the capital's St Pancras International Station, which has direct trains to Dover and the rest of east Kent.

EveAdam, which offers ED (erectile dysfunction) treatments and birth control on subscription, aims to change the conversation around more intimate health problems.

It wants to encourage ongoing positive discourse about conditions that are difficult to bring up.

EveAdam felt Dover was an ideal setting because it has for weeks had worldwide attention as the gateway to Britain as the country finally leaves the European Union.

The advert features the blue Viagra pills, pioneered by Pfizer in nearby Sandwich, and strips of birth control pills.

They are patterned like the Union Flag.

The company's clinical lead, Dr Daniel Atkinson, said: "We hope that by bringing these often-delicate issues to the fore through this campaign, we’ll help people who are hesitant to go to their regular doctor about them to take action, and get the help they need.

"With problems like ED, many men struggle on for months or even years in some cases, without really understanding the emotional toll the condition can take - not just on them but on their relationships too.

"And with contraception, many women don’t want the hassle of making a GP appointment if they’ve been muddling through for years on a pill that isn’t right for them.

"They just want to know what other options are out there."

With both Brexit ending and more and more vaccinations taking place to tackle coronavirus as 2021 dawns EveAdam is stressing the theme of new beginnings.

Dr Atkinson said: "We feel like the events of this year have instilled a desire in the British public to make a fresh start."

"But we also feel like the events of 2020 demonstrated why good health is so important.

"So we want 2021 to be a fresh start for people’s attitudes towards their health.

"A time where people pledge to ‘take back control’ of their wellbeing, and stop putting up with more intimate problems just because they feel like they have to."

At EveAdam, patients can consult with UK prescribers online and get treatment recommendations based on their medical profile. Medications are delivered from their pharmacy.

The UK ended its membership of the EU last January 31 and this was followed by an 11-month Transition Period.

The issue had particularly divided this country since the UK public narrowly voted to leave in a referendum in 2016.

The exhausting and protracted negotiations for a trade deal between politicians and officials on both sides finally ended with an agreement announced on Christmas Eve.

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