Lynx 🤝 CALM
Bigger Issues campaign

Getting people talking about male suicide

DIGITAL - OOH - SOCIAL

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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

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First-ever UK Parliamentary debate on male suicide
Coverage: BBC, Campaign, The Drum, Marketing Week

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 talking about to highlight what they're not?

In partnership with CALM, Lynx launched #BiggerIssues – a provocative campaign that compared trending newsfeeds with male suicide. We updated the creative live every 2 hours via bespoke DOOH CMS, 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.

Results: 100M social impressions, awareness increased 45%, CALM donations increased 4x, first-ever parliamentary debate on the issue, Prince William & Harry became patrons of CALM.

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Me - Senior Creative / Copywriter
Ugo Galleli - Art director
Jeff Bowerman - CD
Simon Butcher - Strategy
TMW Unlimited