CALM (Campaign Against Living Miserably) is a charity dedicated to preventing male suicide, the biggest single killer of men aged 20-45 in the UK. CALM wanted to raise awareness of the issue and partnered with Lynx to highlight how guys talk about trivial things on social media, rather than more serious issues like male suicide.
Adult Males 20-45.
Strategy and Media Used:
OOH creative across the UK was created by pulling in whatever inane subject was trending on social media sites at a specific time. The creative changed every 2 hours and was tailored to individual regions. The campaign encouraged people to ‘lend your voice’ by signing up to Twitter, Facebook and CALM’s website and ultimately show their support of the #BiggerIssues we face in society.
The campaign raised awareness of male suicide by 45% and the number of mem coming forward to talk, using CALM’S helpline, increased by 15% and website traffic increased by 125%. In addition, organic social media reach surpassed 23 million.