Lynx - Unilever & CALM: A dog on a skateboard is bigger than suicide

Agency: TMW Unlimited

The brief was to increase awareness of male suicide in the UK - the single biggest killer of men under the age of 45.

Strategy

Suicide is now the single biggest killer of young guys in the UK.

But very few people know that fact. And even fewer are talking about it.

The alarming upward trend in men killing themselves will continue unabated until people start talking openly about the scale of the problem.

Lynx partnered with UK charity CALM to develop the #BiggerIssues campaign, with the objective of increasing awareness.

A brand synonymous with young men and masculinity, Lynx's reach could provide a new approach to a social issue that needed new tactics to address it. The strategy examined the comparatively trivial things people talk about more than male suicide.