HOW WILL YOU EMBRACE YOUR EXTRA HOUR OF DAYLIGHT SAVINGS TIME - SEX OR SLEEP?

New online resource offers couples advice on dealing with intimacy issues

TORONTO, Nov. 4 /CNW/ - A recent survey by Leger Marketing reveals the majority (53 per cent) of Canadian adults will choose to catch up on sleep, rather than get intimate with their partner, with the extra hour of time provided by Daylight Savings Time. The survey further indicated women were significantly more likely to choose sleep (57.3 per cent) over men (48 per cent), and only 5 per cent of Canadian adults prioritized intimacy with their partner as a consideration this coming weekend.ⁱ

"Sexual intimacy is an important part of a healthy adult relationship and should be a priority for couples," says Margaret Hicks, M.Sc., Registered Couple and Family Therapist. "As we age, there are a number of reasons why we may de-prioritize sex with our partner and it is important to understand why. If it is health related, such as erectile dysfunction, it can cause a lot of trouble for couples, and they should know help is available to deal with the physical and emotional repercussions."

Commonly positioned as a male health challenge, erectile dysfunction (ED) can have a significant impact on a couple's relationship. An online educational resource is now available to help answer questions and find treatment solutions for couples dealing with intimacy issues related to ED. The website - 40over40.ca - aims to demystify ED, and help couples understand they are not alone and how to seek help.

Affecting approximately 40 per cent of men over the age of 40,ⁱⁱ ED can have a serious impact on a man's self-esteem and result in negative experiences for his partner. Since its debut, more than 237,000 visitors have already tapped into the expertise and advice available on the 40over40.ca website.ⁱⁱⁱ

User-friendly benefits of the 40over40.ca website include:

• An overview of all Health Canada approved, oral and non-oral, ED treatment options;
• An ED self-assessment test;
• Straight facts on ED; and
• A convenient escape button - for those who may not wish to share their online research efforts and have guests viewing over their web surfing shoulder.

Canadians are increasingly turning to online resources for health information. A Statistics Canada study on internet use reveals one of the most common reasons we surf the Internet is for medical- or health-related information.^iv The 40over40.ca website allows couples dealing with the effects of ED to get help from the comfort of their own home, without fear of embarrassment. Visitors to the site are also offered advice on how to speak to their doctor and what kinds of questions they might be asked.

"An online resource, such as 40over40.ca, is a discreet way for men and their partners to understand erectile dysfunction," adds Ms. Hicks. "It's an excellent starting point for couples seeking help and offers reassurance that there is a solution out there that is right for them."

The 40over40.ca website is owned and operated by Eli Lilly Canada Inc.

About the Survey
The survey was completed online from September 27th to September 29th, 2010, with a sample of 1,470 Canadians, 18 years of age or older.^v  A probability sample of the same size would yield a margin error of ±2.6 per cent.^vi

About Lilly
Lilly, a leading innovation-driven corporation, is developing a growing portfolio of first-in-class and best-in-class pharmaceutical products by applying the latest research from its own worldwide laboratories and from collaborations with eminent scientific organizations. Headquartered in Indianapolis, Indiana, Lilly provides answers - through medicines and information - for some of the world's most urgent medical needs. Eli Lilly Canada, headquartered in Toronto, Ontario, employs more than 500 people across the country. Additional information about Eli Lilly Canada can be found at www.lilly.ca.

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ⁱ Leger Marketing, Daylight Savings Time Omnibus Survey, September 30, 2010. Sponsored by Eli Lilly Canada. Page 1
ⁱⁱ Feldman H. Goldstein et al, Impotence and its Medical and Psychological Correlates: Results of the Massachusetts male aging study. Jan 1994 54-61)
ⁱⁱⁱ  40ver40.ca Homepage, Visitor Counter as of October 29, 2010, http://40over40.ca/
^iv Statistics Canada - The Daily, Tuesday, August 15, 2006 - Study - Internet Use Survey http://www.statcan.gc.ca/daily-quotidien/060815/dq060815b-eng.htm .  Accessed April 12, 2010
^v Leger Marketing. Daylight Savings Time Omnibus Survey Summary, September 30, 2010, Page 3
^vi Leger Marketing Statement. Cora Waters, Project Manager. October 5, 2010

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