Unilever - Kinetic UK
Case Studies
Lynx's #BiggerIssues

Lynx teamed up with mental health charity C.A.L.M to raise awareness of male suicide in the UK, and help make the taboo topic mainstream.

Suicide is the biggest killer of men aged 18-45: the campaign needed to inspire a national dialogue. The campaign delivered unmissable impact in key cities nationally, carefully yet powerfully bringing the issue into the lives of young men.


Using social listening, Kinetic powered a national campaign spanning social, online banners and digital OOH formats that dynamically highlighted all the trivial, trending things in popular culture that we happily talk about, that are statistically ‘bigger’ than suicide.

Holding a mirror up to society, #BiggerIssues grabbed people’s attention with trending conversations while engaging them in a topic they were not talking about: male suicide.



For the first week of the campaign, the copy was dynamically changed every two hours bringing to light ‘every two hours a man takes his own life’.

Serving copy in real time was key to ensure the message was always pertinent and familiar. A bespoke CMS powered the OOH campaign, with live trending topics monitored to then build the ad.

The #BiggerIssues campaign provided a great step forward in terms raising awareness and breaking down the barriers to being able to talk openly about an issue that has too long been swept under the carpet.”
Jane Powell, CEO C.A.L.M

national increase in awareness around the issue of Male Suicide.
Social reach during the course of the campaign.
online mentions of #BiggerIssues across social media.