Lynx x CALM

Getting people talking about male suicide

In the UK, a man under 45 takes his life every two hours, yet young men will talk about anything except the one thing that's killing them.

So we used the trivial topics guys are comfortable talking about to highlight what they're not.

With CALM, Lynx launched #BiggerIssues: trending newsfeeds set against male suicide, updated live every two hours across DOOH, display and social to mirror the rate young men were dying. Professor Green and Stephen Fry joined in, building to International Men's Day.

Resulting in 100M social impressions, awareness up 45%, CALM donations up 4x, the first-ever UK Parliamentary debate on male suicide, and Prince William and Prince Harry became patrons of CALM.

Concepting
Copywriting
Reactive Digital & Social Copy