What was the partnership?
The Campaign Against Living Miserably, a charity dedicated to preventing male suicide, was approached by the male grooming brand Lynx with a proposition to get suicide on the agenda. The idea was to couple Calm's understanding of the issue with the extensive leverage Lynx has as a brand that targets young men.
What did they do?
Lynx joined forces with Calm to deliver the biggest male suicide-awareness campaign in UK history, #BiggerIssues. It achieved 20,000 online mentions, a social media reach of 109 million impressions and an increase in awareness of 45 per cent. The campaign also helped to secure the first-ever parliamentary debate on male suicide on International Men's Day 2015, with unanimous cross-sector backing.
How have partners benefited?
There was a shared insight into the difficulties facing young men, given the narrow definitions of masculinity. Lynx wanted to evolve its brand to embrace an inclusive, more mature depiction of young men, in a way that was direct and irreverent rather than preachy. Calm shared the desire to paint a new, more flexible image of what it means to be a man and tackle the outdated stereotypes that prevent men from seeking help. A formal agreement was made in early 2015 that Lynx would give financial support to Calm and its helpline services for two years.
What did the judges say?
Leigh Pearce, chief executive of the Nationwide Foundation, said: "There is great evidence of the achievements for Calm, Lynx and beneficiaries of the work, and of wider societal benefits. It is a really excellent partnership with meaningful outcomes for all involved."
Finalists
Breast Cancer Care with the Football Association
British Red Cross and the International Federation of the Red Cross and Red Crescent Societies with Land Rover
Lloyds Bank Foundation with Lloyds Banking Group
Place2Be with Bank of America Merrill Lynch
