Lynx X CALM Bigger Issues

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’s influence amongst young British men to start a conversation around 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.
Live social listening powered our creative – pulling in whatever inane subject was monopolising news feeds at that moment. 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 and the public joining in the conversation, and lending 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 perception of the brand change too, with positive social sentiment rising to 90%

Project Tags


  • CALM – Campaign Against Living Miserably logo

    CALM – Campaign Against Living Miserably

    • Charity
  • T

    TMW Unlimited

    • L