The idea behind a viral campaign from Merck's Propecia was multi-faceted. Part of it was video and part of it was faux banner advertisements, both of which refered to a new blog that discussed hair loss along with other men's topics. The user that this was targeting was the typical man of leisure instead of the alpha male that has become cliche since Propecia is one of the only one a day treatments for hair loss. Designed while with WhittmanHart.