Lynx/CALM: Bigger Than Suicide

Lynx, the deodorant brand, worked with CALM, the suicide charity, to increase awareness of suicide among men aged 20-45 in the UK, and encourage men to talk about their feelings and seek help.

Campaign details

Brand: LynxBrand owner: UnileverLead agency: Kinetic UK, MindshareContributing agencies: TMWUnlimited, DOOH.comCountry: United KingdomIndustries: Deodorants, anti-perspirantsMedia channels: Online display, Outdoor, out-of-home, Social media, Word of mouth, advocacyBudget: Up to 500k

Executive summary

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...

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