is it possible to "erase all content and settings" from itunes (phone screen broken)

I'd like to sell my Iphone 3gs for parts - yes I'm really that broke - and would like to wipe it first of all data.

The screen is broken so I can't reach the "Erase All Content and Settings" option via the regular menus. I wonder whether this is possible to trigger when the phone is connected to my Mac, via iTunes.

If not, what other options do I have?

Thanks!