Lynx Case study Bigger Issues by TMW

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Bigger Issues

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Industry Deodorants, Public Safety, Health & Hygiene
Media Case study
Market United Kingdom
Agency TMW
Creative Director Jeff Bowerman
Art Director Lorena Teruel, Ugo Galelli
Copywriter David Parker, Rebecca Wardell
Production W Communications London
Released March 2016

Awards

Cannes Lions Innovation 2016
Creative Data Creative Data: Social Data Silver Lion

Credits & Description

Agency: Tmw Unlimited
Brand: Lynx, Unilever & Campaign Against Living Miserably
Country: United Kingdom
Advertising Agency: Tmw Unlimited, London
Entrant Company: Tmw Unlimited, London
Media Agency: Tmw Unlimited, London
Pr Agency: W Communications, London
Production Company: W Communications, London
Additional Company: W Communications, London
Lead Designer: Dawn Jenner (Tmw Unlimited)
Account Director: Grace Henwood (W Communications)
Ceo: Jane Powell (Calm)
Creative Director: Jeff Bowerman (Tmw Unlimited)
Ceo: Andrew Newman (Dooh)
Social Voice: Niko Dafkos (Tmw Unlimited)
Copywriter: David Parker (Tmw Unlimited)
Head Of Social: Laurier Nicas Alder (Tmw Unlimited)
Business Director: Vicki Watson (Mindshare)
Creative Account Director: Dominic Murray (Kinetic)
Marketing Manager: David Titman (Unilever)
Art Director: Lorena Teruel (Tmw Unlimited)
Group Business Director: Emma Norman (Tmw Unlimited)
Copywriter: Rebecca Wardell (Tmw Unlimited)
Senior Campaign Manager: Ruby Fard (Tmw Unlimited)
Art Director: Ugo Galelli (Tmw Unlimited)
Chief Creative Officer: Graeme Noble (Tmw Unlimited)
Account Manager: Rosalie Shakir (Mindshare)
Planner: Simon Butcher (Tmw Unlimited)
Design Director: Rob Sindermann (Tmw Unlimited)
Technical Director: Rolff Kruger (Tmw Unlimited)
Strategy:
To determine the volume of conversation around a topic, the team inputted groups of keywords into social listening tools, before comparing the results with those of keywords around male suicide. This process was conducted around the clock for each of the 150+ published executions. This creative use of real time social listening allowed the campaign to grab people’s attention with topics we knew they were talking about in any given moment. This was a ‘way in’ to engaging them in a topic they’re not talking about: male suicide.The highly reactive approach was designed to capture the interest of young men who are often turned off by ‘traditional’ cause messaging. By drawing our audience in with a highly topical pop culture reference and juxtaposing it with male suicide, the campaign was able to convey the scale of the issue in a way that made guys sit up and take notice.
Synopsis:
In the UK, 80% of people who kill themselves are men. Suicide is now the single biggest killer of young guys in the UK. But few people know that fact. Even fewer are talking about it. Various cultural pressures have resulted in the UK having one of the highest male suicide rates in the world. Guys are told to ‘man-up’ when faced with an issue, rather than talk about it.Despite the alarming statistics, the issue had never been debated in Parliament. And it certainly isn’t talked about on the streets. This trend will continue unabated until we start talking about the scale of the problem openly.Male grooming brand Lynx (Axe) partnered with UK charity CALM to develop the #BiggerIssues campaign, with the objective of increasing awareness of the fact that suicide is the biggest killer of young British men.
Outcome:
The data-driven campaign did more to raise awareness of the issue than anything in the last ten years. According to YouGov, knowledge of male suicide increased by 45% nationally over the campaign period, and by 120% in London. There were 20,000 online mentions of #BiggerIssues, with a potential social reach of 108 million impressions. As the campaign climaxed, #BiggerIssues trended across the country. For one day we got everyone talking about this bigger issue.The number of men feeling confident enough to come forward and talk about their problems increased drastically (over 5,600 helpline calls in the campaign period alone).Finally, the exposure that #BiggerIssues gave the issue resulted in male suicide being debated in Parliament for the first time. This was a truly historic breakthrough, made possible by innovative use of social listening to re-frame the issue. 'I’ve seen nothing as big, as popular and as far reaching as this in my 10 years of running CALM. I am immensely proud of this campaign’. – Jane Powell C.E.O CALM
Campaign Description:
The campaign used social listening to fuel a reactive campaign that highlighted all the trivial things we are more than happy to talk about, and the one thing we are not. From new emojis to cat memes, trendy superfoods to trending Christmas ads, #BiggerIssues held a mirror up to all the real-life, real-time things that our live social data showed were dominating guys’ conversations. Topics that were statistically ‘bigger’ than suicide.The highly reactive approach was designed to capture the interest of young men who are often turned off by more ‘traditional’ cause messaging. By drawing our audience in with a highly topical pop culture reference and juxtaposing it with male suicide, the campaign was able to convey the scale of the issue in a way that made guys sit up and take notice, encouraging them to get male suicide talked about more than any of those trivial topics.