LYNX X CALM BIGGER ISSUES campaign

Getting people talking about male suicide

DIGITAL - OOH - SOCIAL

Cannes Lions Innovation - Creative Data - Silver

Digital Impact Awards - Best Digital Campaign

Masters of Marketing - Social Media

The Drum Social Buzz Awards - Grand Prix

Webby Awards - Brand Strategy - Honouree in Advertising

In the UK, a man under 45 takes his life every two hours. But nobody talks about it - it is the ultimate taboo. In partnership with CALM we used Lynx’ influence amongst young British men to start a conversation about suicide.

By comparing topics guys are happy to talk about with the one thing they aren’t, #BiggerIssues cut through with a provocative message via nationwide DOOH, online display, and social.

We stayed on top of social and used whatever inane subject monopolised news feeds as the basis for our headlines. We updated the creative, live, every 2 hours to mirror the rate young men in the UK are taking their own lives.

We got celebs like Pro Green and Stephen Fry, as well as the public, to join the conversation, and lend their voice via a mass-orchestrated message on International Men’s Day.

This resulted in the first-ever parliamentary debate about suicide amongst young men. 

Over 10 million people saw our campaign worldwide - awareness of male suicide rose 45% in the UK. It led to the first-ever parliamentary debate on the issue and HRH Prince William contacted CALM to get involved. Plus, we saw the perception of the brand change too, with positive social sentiment rising to 90%.

My role – Lead Copywriter

Agency – TMW Unlimited

Creative Director – Jeff Bowerman

Strategy – Simon Butcher

Art director – Ugo Galleli