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.