Outdoor > Digital Outdoor

BIGGER ISSUES

TMW UNLIMITED, London / LYNX / 2016

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OVERVIEW

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Live social listening powered a ground-breaking national digital billboard campaign operated in real time via a bespoke content management system. Each creative execution drew upon an inane subject that was monopolising newsfeeds at a given moment.

To really dramatize the scale of the problem – and reflect the rate guys currently take their own lives in the UK – we created new headlines every 2 hours, 24 hours a day, for the duration of the campaign.

Creative was also regionally tailored, based on social data insight. So when fog descended on London, digital billboards across the capital were updated in real-time to reflect the local online chatter about the weather. Or when a 90s rock band announcing their come-back gig created a lot of social buzz in Manchester, the creative served in that area was immediately updated accordingly. The result was hyper-relevant, timely versions of the ads all around the country.

EntrySummary

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 very few people know that fact. Even fewer are talking about it.

Various deeply engrained cultural pressures have resulted in the UK having one of the highest male suicide rates in the world. In the UK, guys are told to ‘man up’ when faced with an issue. Showing your emotions is still perceived as weakness. The British ‘stiff-upper-lip’ is still a core expectation of being a man. Inevitably, this leaves guys vulnerable when things go wrong.

Despite the alarming statistics, the issue had never even been debated in Parliament. And it certainly isn’t being talked about on the streets. This trend will continue unabated until we start talking about the scale of the problem openly.

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