Brand owner: Unilever
Lead agency: Kinetic UK, Mindshare
Contributing agencies: TMWUnlimited, DOOH.com
Country: United Kingdom
Industries: Deodorants, anti-perspirants
Media channels: Online display, Outdoor, out-of-home, Social media, Word of mouth, advocacy
Budget: Up to 500k
Few people were aware at the start of the Lynx/CALM #BiggerIssues campaign that suicide was the biggest killer of men aged 20-45 in the UK. Yet by the end, this male grooming brand working with suicide charity CALM, not only raised awareness nationally by 45% and got men talking about their feelings, but also sparked a historic breakthrough – the first ever debate in parliament about male suicide.
The strategy used digital out of home (DOOH), social and display to show in real time the inane social media topics people were discussing rather than suicide. CALM received more than 5,600 helpline calls and the charity's CEO Jane Powell said of the campaign "I've seen nothing as big, as popular and as far reaching as this in my 10 years of running CALM."