Launching today (2 November), the awareness campaign #BiggerIssues will kick off with OOH advertising. Digital screens will be updated in real time showing major conversation topics on social media highlighting that while society is often happy to talk about trivial topics, male suicide remains taboo.
Every two hours, the campaign creative will be changed to represent the fact that during that time, one man will have taken his own life in the UK.
The campaign, developed by TMW, will run until International Men’s Day (19 November) with social media activity designed to raise awareness of male suicide and get media and consumers discussing the issue.
Speaking about the campaign, Lynx’s marketing manager David Titman told Marketing Week that the brand has been keen to speak out on issues that affect the lives of its consumers for quite some time.
“We did some research 18 months ago on the issues that affect guys, and male suicide stuck out as it was so underrepresented in the media and there were no brands in that space pushing that message out there,” he said.
The brand started working with CALM just over a year ago and has since made a donation to support the charity’s helplines. While the campaign is based around getting people to talk, Titman ultimately wants to create long-term change.
“The charity has a view of making a societal change and to make a difference. I felt the brand could add a real benefit to this, and increase awareness of the topic,” he said.
Building a brand with the credibility to talk about big issues
Over the past year the brand has spoken about its shift in messaging, actively moving away from ‘laddy’ advertisements towards more substantial marketing campaigns.
Last year, the brand launched its Peace campaign in a tie-up with Peace One Day that encouraged Britons to positively influence their communities. Earlier this year it also did some marketing activity around London Pride to celebrate diversity and LGBT issues.
However, Titman believes the brand still has a long way to go when it comes to shaking off its old image, although perceptions are starting to shift.
“If we had tried to run a campaign of this scale 12 months ago, we would have been shot down because we wouldn’t have had that relevance and credibility to talk about issues like this,” he commented.
“We came across as a real joke brand. Five years ago, some would say quite rightly, after any TV campaign we would go on social media and get reams of comments saying we’re misogynistic. This hasn’t happened at all with this campaign, so we’re on the right track.”
- Hear all about the importance of managing brand perceptions at this year’s Festival of Marketing. Taking place on 11 and 12 November there will be 12 stages and hundreds of speakers. Click here for information and to book tickets.