‘Bigger Issues’ campaign sees 45% increase in awareness of male suicide

Back in November 2015 we worked on an amazing campaign with Lynx, CALM and Kinetic on a campaign raising awareness about suicide in men under 45. A YouGov poll showed that awareness has gone up by a massive 45%!

Here’s what CALM had to say about this amazing increase in awareness:

CALM is delighted to announce the success of the #BiggerIssues campaign in raising awareness that suicide is the biggest single killer of men aged under 45 by a massive 45%.

The campaign, which launched in partnership with Lynx on 2nd November, was backed by MPs, celebrities and suicide prevention charities alike, and culminated in a ‘Thunderclap’ message via social media reaching some 23.4 million people on the morning of International Mens’ Day (19th November) with a debate on men and the issue of male suicide in Parliament that afternoon.

Throughout November, CALM also managed other targeted awareness campaigns, including a partnership with Planet Rock Radio and a London based ‘Mind The Chap’ campaign with TOPMAN and Octopus Investments. This increase is a welcome result for a charity with less than a dozen staff at its London HQ.

CALM commissioned a YouGov poll in October 2015, which showed that awareness of suicide as the biggest single killer of men aged under 45 stood at 20% of UK adults. The poll was repeated on 15-16th December and revealed that awareness across the country rose to twenty nine per cent. View a table showing the 45% increase here.

CALM CEO Jane Powell said:

“Too often we hear loved ones saying after a suicide that they weren’t aware of the facts, that they wish they’d known that this is the leading cause of death for young men in the UK. The #BiggerIssues campaign provided a great step forward in terms raising awareness and breaking down the barriers to being able to talk openly about an issue that has too long been swept under the carpet. The more awareness there is, the more we can normalise the conversation around suicide, with the aim of creating an environment in which more men feel able to ask for and can receive help.”

SOURCE: The Calm Zone


Land Rover launches experimental ‘See Winter in a New Light’

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Land Rover has launched its third annual Hibernot campaign with Mindshare which takes the approach of encouraging people to embrace winter through an experimental campaign consisting of several stages.

The first stage of the campaign will see five Land Rover private view frames for Lumiere London, the city’s largest-ever light festival. The large frames will be placed throughout Lumiere London from Piccadilly to King’s Cross, to capture the festival installations.

The campaign will also have seven digital out-of-home advertising screens around London and Leeds which will live capture and frame the urban winter landscape with HD cameras. The cameras can be adjusted to create ideal framed images for people to capture and share on social media platform such as Instagram.

Using innovative technology the digital ads turn into a digital window frame allowing the viewer to see through to the other side. The technology allows a selection of specific filters to be applied depending on the weather/light to ensure the best shot. A content management system (CMS) will allow Mindshare to live monitor what is being shown at each site, while testing and updating a number of different filters.

Five Land Rover private viewing frames from Lumiere London will also be rebranded with ‘See Winter Differently’ and placed in key positions in the UK including Brighton, Birmingham, Edinburgh and Southbank in London. The frames will contain tips from famous instagrammers on how to take the best picture of iconic landmarks and encourage users to share on social media using the dedicated hashtag.

Creative director at Mindshare Becky Power, said: “This is a first-of-its-kind technological campaign with creative and social working hand in hand throughout. Mindshare wanted to aim even higher this year and with an urban brief we were able to bring in several tactics to reach Land Rover’s audience and encourage them to embrace winter.”

SOURCE: The Drum

Ride Along 2

Today we finished our Ride Along 2 tour with Curb Media. We took to the road with our exclusive Ride Along 2 game and invited fans to the stage to win amazing prizes and watch exclusive content from the film.

We went to Amsterdam and Berlin where we were joined by stars Kevin Hart and Ice Cube before heading to UK cities; Sheffield, Birmingham, Liverpool and Glasgow.

The live tour and exclusive game was produced by DOOH.com and Curb Media




Find out more about our Ride Along 2 project