In the UK, a man under 45 takes his life every two hours. But nobody talks about it – it's the ultimate taboo. Young British men will talk about anything except the one thing that's killing them.

What if we used the trivial topics guys ARE comfortable discussing to highlight what they're not?

In partnership with CALM, Lynx launched #BiggerIssues – a provocative campaign that compared inane subjects monopolising newsfeeds with male suicide. We updated the creative live every 2 hours via nationwide DOOH, online display and social to mirror the rate young men were dying. Celebs like Professor Green and Stephen Fry joined the conversation, building to a mass-orchestrated message on International Men's Day. The campaign reached over 10 million people, increased awareness of male suicide by 45%, led to the first-ever parliamentary debate on the issue, and got HRH Prince William involved with CALM.