Campaign Against Living Miserably (CALM) and Lynx

Suicide is the single biggest killer of men under the age of 45 in the UK, but as of early 2015 national awareness was only 20%. Male suicide was not on the public agenda nor being talked about among demographic where it is the biggest killer - young men.
The Campaign Against Living Miserably (CALM), a charity dedicated to preventing male suicide, was approached by the male grooming brand Lynx with a bold proposition to get suicide on the agenda. A partnership was initiated to couple CALM's understanding of the issue with the extensive leverage Lynx has a brand targeting young men.
Lynx joined forces with CALM to deliver the biggest male suicide awareness campaign in UK history, #BiggerIssues, which achieved 20,000 online mentions, social reach of 109 million impressions, and an increase in awareness of 45%. The campaign also helped secure the first ever parliamentary debate on male suicide on International Men's Day 2015, with unanimous cross-sector backing.
Significant financial investment of more than £110k from Lynx also supports one seat at CALM's helpline and webchat service (over two years). This enables CALM to accommodate ever-growing demand for support, which more than doubled in the past year.

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