Lynx De-brands to Take An Anti-bullying Stand
72andSunny Amsterdam's campaign sees Lynx lose its labels to boost men's mental health.
- Agency 72andSunny Amsterdam
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Today is World Mental Health Day, and with the UK government making noises about fighting male suicide and depression, it’s fitting to mention LYNX's new campaign by 72andSunny Amsterdam that aims to raise awareness of the issue of bullying, a major contributor to depression in young men.
The Ditch Labels, Ditch Bullying drive includes three 30’ films, directed by A Nice Idea Every Day, through Mr Frank, featuring influencers Ollie Locke, Not3 and Michael Dapaah – all of whom have been the target of harmful labels – plus a limited-edition Unlabelled kit, where the brand has removed its own label to promote the message.
The marketing continues LYNX 'Find Your Magic' message that aims to empower men to celebrate their individuality rather than conform to gender stereotypes.
Recent research from LYNX's partners, Ditch the Label and Promundo, discovered that harmful masculine labels have a direct connection with bullying and a negative impact on how young people express themselves.
In the three mobile-optimised films, we see Made In Chelsea TV personality Ollie Locke, plus rappers Not3s (above) and Michael Dapaah (below) destroy representations of the labels they’ve been given and that have affected them.
In the UK, 22 per cent of young adults have been the subject of bullying, with over half (57 per cent) believing they were bullied due to their appearance and 40 per cent, due to their interests or hobbies.