In 2015, they struck another and more mature cord. Something not many brands would be bold enough to face head-on. In the UK, 8 out of 10 people who kill themselves are men. It is now the single biggest killer of young guys in the UK. But few people know that fact.
The campaign “Bigger Issues” raised awareness of the issue vollaborating with the charity CALM, Axe (the brand is called Lynx in the UK) revealed all the things men are happy to talk about to highlight the one thing they’re not.
Live social listening powered a national campaign spanning social, online banners and digital billboards – with creative executions drawing upon whatever inane subject was monopolising newsfeeds at any given moment. Topics that were statistically ‘bigger’ than suicide.
A YouGov poll showed that awareness has gone up by a massive 45% (2015). #BiggerIssues became one of the most talked about topics across the UK on november 19th and reached over 23,000,000 people. On the same day, International Men’s Day, the topic of male suicide was debated in parliament for the first time.