Using real-time social to shine a light on male suicide

LYNX. Bigger Issues

After years of being at the centre of lad culture, LYNX wanted help shape a more mature view of male masculinity.

Moving away from the bombastic tone of the past, we partnered with UK charity CALM to develop the #BiggerIssues campaign – drawing attention to the hidden tragedy of male suicide.

We used social listening to power a national campaign that called out whatever trivial subject was monopolising newsfeeds at any given moment – using the things we do talk about to highlight the issue everyone was avoiding.

Results

This one campaign did more to raise awareness of the issue than anything in the last ten years.
According to YouGov, knowledge of male suicide increased by 45% nationally over the campaign period, and by 120% in London. This took UK awareness of male suicide to its highest ever level.
Male suicide was debated in Parliament for the first time.