What is the partnership?
Unilever wanted to move its male-grooming brand Lynx away from its 1990s "lad culture" image, so in early 2015 it approached the male suicide-prevention charity Campaign Against Living Miserably about a potential collaboration. The intention was to use Lynx's brand awareness among young men to raise awareness of Calm's work.
The partnership aimed to increase awareness of suicide as the biggest cause of death among UK men under 45 and boost Calm's profile. Lynx was also eager to use the partnership to reinforce its reputation for being outspoken.
What did the company do?
Lynx and Calm created the #BiggerIssues campaign, highlighting the trivial issues that guys talk about more than they talk about the biggest killer of young men. A dedicated Lynx team constantly updated online and digital advertising to incorporate whatever subject was monopolising social media at that moment. The creative work was changed every two hours to reflect the rate at which young men take their own lives in the UK.
Men were also asked to send synchronised messages from their Facebook and Twitter accounts on International Men's Day, with the aim of getting the topic to trend on social media.
Why did it win?
The messages reached more than 23 million people worldwide, and a YouGov poll showed that awareness of suicide being the biggest killer of young men increased by 45 per cent. The positive exposure boosted Calm's profile, and Lynx enjoyed a surge of positive opinion, including praise in parliament.