After years of being at the centre of lad culture, LYNX wanted help shaping a more mature view of male masculinity.

Moving away from the bombastic tone that had become before, we partnered with UK charity CALM to develop #BiggerIssues – a campaign drawing attention to the hidden tragedy of male suicide.

We used social listening to power a national campaign that called out whatever trivial subject was monopolising newsfeeds at any given moment – using the things we do talk about to highlight the issue everyone was avoiding.

This one campaign did more to raise awareness of the issue than anything in the previous ten years, taking UK knowledge of male suicide to its highest ever level. Soon after, the topic was even raised in the House of Parliament for the first time.