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CALM and Lynx have launched a joint campaign to raise awareness that the single biggest killer of men aged under 45 is suicide, and to encourage people to give this issue the attention it deserves. The #BiggerIssues advertising campaign juxtaposes comparatively trivial topics that are getting a huge amount of public attention with the issue of male suicide. Vegan meatballs recently tweeted about by Professor Green, for example, gets more attention than the issue of male suicide.

The campaign will build to a social media peak on International Men’s Day (19 November) with a ‘Thunderclap’ message going out across participants’ social media channels at 8am, highlighting the issue and hopefully causing it to trend on Twitter. Tulisa, Professor Green and Stuart Broad have all given it a shout out. Now we’re asking people to join the likes of Rob da Bank, Planet Rock Radio, Raxstar and LFC TV, and sign up to the Thunderclap via Spot our ads across the country, got a story to share, or just want to spread the word on social media, use #BiggerIssues and your posts will appear below. Want to write for CALM? Email

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