Lynx raises awareness of male suicide
Lynx partners with CALM to raise awareness of male suicide
Lynx, one of the UK’s leading male grooming brands from Unilever UK, teamed up with the charity Campaign Against Living Miserably (CALM) to help raise awareness of male suicide - the single biggest killer of UK men aged 45 and under. The partnership was supported with an innovative marketing campaign, including a high-impact advertising campaign as well as digital and social activity.
Launched on the 2nd November, the awareness campaign kicked off with the brand’s provocative advertising campaign which juxtaposes the huge attention that society can sometimes pay to relatively trivial topics with its unwillingness to engage openly with the issue of male suicide. Digital poster sites were updated in real time to chart major conversation topics on social media and how, while we are happy to talk about novelty items, league tables, fleeting fashion trends and soap storylines, male suicide remains a taboo subject.
Every two hours, the campaign creative was updated across key sites to represent the fact that that every two hours, a man takes his life in the UK.
The campaign culminated on International Men’s Day (19th November 2015) with a social media activation designed to raise awareness of male suicide and get media and consumers discussing the issue.
David Titman, Marketing Manager for Lynx, said: “As a brand that’s been a daily part of the lives of British men since 1985, Lynx has a powerful voice and is proud to be able to use it in support of CALM, raising awareness of this massive issue.
“We want to make a positive contribution to the lives of British men and as suicide stands as the single biggest killer of men aged under 45, it’s an issue that is really important to us. The ultimate objective of our partnership with CALM is to contribute to re-education and reduction of the UK’s shocking rate of male suicide, and encourage men to open up about their problems and seek help when they need it.”
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