Entered by: TMW Unlimited
Project name: Bigger Issues
Additional agencies: W Communications, DOOH.com, Kinetic Worldwide UK, Mindshare
Suicide is the biggest killer of young men in the UK, something the Bigger Issues campaign wanted to raise awareness of using real-time social media insight to power a dynamic national campaign across digital out-of-home, social media and display advertising. It targeted messages around conversations people were having at that precise moment with regionally tailored creative. According to YouGov, knowledge of male suicide increased by 45% nationally over the campaign period, and by 120% in London.
Judges' comment: "Simple and clever engagement with strong results in raising awareness."