Client: Lynx/Unilever
Agency: TMW Unlimited
Reactive and in real-time
From man-buns to celebrity gaffes, guys’ social media is dominated by trivial topics – things that are ‘bigger’ than suicide. We drew attention to this using live social listening, adding whatever was trending at that moment into our creative across social, online display and outdoor.

Our teams worked round the clock to ensure a new and up-to-date headline went live every two hours – reflecting the rate at which young men take their own lives in the UK.
National campaign. Regional creative.
We created a custom-built system that not only allowed us to pull social media trends and publish them directly to DOOH sites, but to localise what went live across the UK. So when fog descended on London, sites across the capital instantly reflected this.
The ripple effect
Over 10 million people saw our campaign worldwide and awareness of male suicide rose 45% in the UK. It led to the first ever parliamentary debate on the issue and HRH Prince William contacted CALM to get involved. Plus, we saw perception of the brand change too, with positive social sentiment rising to 90%.
The campaign went on to win 40+ industry awards, including a Cannes Silver Lion. 
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