Deodorant brand Lynx has launched a new campaign seeking to raise awareness of male suicide after joining forces with the charity Campaign Against Living Miserably (CALM).
The reactive marketing campaign will kick off with #BiggerIssues digital posters juxtaposing the blanket coverage given to trivial matters such as fashion and soaps versus society’s recalcitrance to discuss harder topics such as suicide.
These will be updated in real time every two hours to reflect the time period in which a man takes his life in this country
Culminating with International Men’s Day on 19 November with a complementary social and digital activity, the campaign will seek to stimulate discussion about the taboo subject.
David Titman, marketing manager for Lynx, said: “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.”
TMW are the creatives behind the campaign with Mindshare and W supporting with media and PR outreach activity.