11 July 2017
We worked with Lynx and mental health charity CALM to turn male suicide – the biggest killer of UK men under 45 – from taboo to national talking point. The #BiggerIssues campaign reached 27 million people, recruited the support of politicians and royalty, increased traffic to the CALM website by an unprecedented 125%, and earned a coveted Cannes Lion in the process.
Our hard-hitting three-week initiative set out to make male suicide more talked about than any other issue for just one day. It achieved that and much, much more.
The campaign was driven by earned media coverage, and built around a slate of hard-hitting digital creative – conceived and executed by a multi-disciplinary inter-agency group – highlighting all the trivial subjects that people would rather talk about than the single biggest killer of young men.
From man-buns to celebrity gaffes, superfoods to skateboarding dogs, #BiggerIssues held a mirror up to the things that were dominating the national conversation and were, at any given moment, “bigger than suicide”.
Launched with a major piece of research that revealed more than a third of Britain’s adult male population had considered taking their own life on at least one occasion, W’s press and influencer launch put the campaign on the mainstream news agenda, with major features in The Observer and guardian.com, as well as wall-to-wall national newspaper and magazine coverage including The Daily Telegraph, The Times, Daily Mirror, Daily Mail, Metro, Shortlist and VICE. Feature-length segments were secured across broadcast including BBC Breakfast, Channel 4 News, BBC regional radio network and LBC.
Live editorial and social listening was baked-in to ensure that the creative – across social networks and online banners as well as digital billboards across the UK – could draw on real-time hype and trending topics for maximum relevance.
The creative was dynamic and localised. So if fog descended on Birmingham, DOOH sites across the city were primed to reflect how discussion about the weather superseded the (virtually non-existent) conversations around male suicide.
Awareness of suicide as the biggest killer of young men increased by 45% over the campaign and the #BiggerIssues Thunderclap was one of the most successful in social media history.
For Lynx, the social engagement rate during the campaign was 32% higher than the brand’s baseline.
#BiggerIssues went well beyond the UK, organically trending from London and Liverpool to Vancouver and Melbourne. As the campaign reached its crescendo on International Mens’ Day, 19 November, nothing was talked about more than male suicide – not even Starbucks’ newly announced Christmas latte