Dutch ad agency, Yune, the Dutch Railway Sector and 113 Suicide Prevention have produced an disquieting short film. It takes its viewers inside the head of a young man contemplating suicide. His dark thoughts range from posting a suicide announcement on the forum, Can’t take this anymore, to thinking that perhaps his mum might miss him. He doesn’t commit suicide on the Dutch train, but in real life nearly 200 people do. He is helped by a ProRail worker.

The Dutch national campaign, Levens tot stilstand (Lives on Hold), aims to reach young adults under 30. For every suicide on the railway, many more people are affected. Bereaved relatives who lose a loved one, but also travellers who are witnesses and railway employees such as a train driver, conductor, incident response teams, and the control room. Yune used this insight as the foundation for the campaign, aiming to create a mental barrier without passing judgment or inducing guilt.

The hero film, directed by Juul Op den Kamp, tells the story of a young adult with dark thoughts, but primarily shows that reaching out and seeking help offers perspective, with an underpinning of music composed by music producer Jack $hirak.

The full campaign includes an in-depth and impactful social series, Reality Check, directed by Anouk Suntjens, in which experts by experience, bereaved relatives, and railway employees engage in conversations in pairs. Later in the campaign, Yune will introduce Spoormedewerkers achter de Schermen (Railway Staff Behind the Scenes), where railway staff describe in short social videos what they do during incidents and collisions to create more understanding of the impact on the staff.

Thijs Jaski, managing director at Yune, stated, “The fact that the railway sector and 113 are showing the courage to jointly deploy this campaign and new prevention method deserves immense respect. Over the past two years, we have worked together through a process of exceptional care, research, sensitivity, and empathy for everyone who comes into contact with the topic. The shared goal and mission connect us as clients and agency: to make suicide on the tracks open for discussion and reduce the number of victims.”

 The campaign can be seen via various online and social channels, supported by an announcement activation in various trains across the country. A concrete course of action is outlined in the platform www.levenstotstilstand.nl. The platform offers clear navigation and tools for young people struggling with dark thoughts, as well as for bystanders and friends who want to offer help or start a conversation.

Tim Menko, creative director, Yune, commented, “The major challenge is translating such a fragile topic into a campaign. With the layered approach, we provide space to give all perspectives, from bereaved relatives to train drivers, a voice. These are the most special projects there are, and they also fit perfectly within Yune’s social impact vision.”

The Dutch Railway Sector has been working with 113 on a national suicide prevention program since 2010.

Léonie Bosselaar, project leader on behalf of the Dutch Railway Sector & 113, stated, ” Our goal was always to tell the story in a way that does justice to the people involved.”

Credits
Clients:
NS: Léonie Bosselaar, Zoe Blitterswijk, Willemijn Weinands, Liselotte Helleman, Danielle van der Ziel, Simone van Straalen
ProRail: Fraukje van der Leeden, Joke van der Cruysen, Nicole Vroomans, Floortje Stulp, Marjolein Snel
113: Scarlet Hemkes, Jochum Veerman
Arriva: Liesbeth Oelen

Agency: Yune
Research & Strategy: Thijs Jaski, Roen Roomberg
Creative Team: Mark Steenbeek and Sabrina Beek
Creative Director: Tim Menko
Account Management: Thalia Posthumus, Bart Sweere
Production: Daan Geuke, Madelief Roel
Project: Amy Hoek

Campaign Film
Director: Juul Op den Kamp
DOP: Daan Bukman
Music: Jack $hirak
Edit: Isa Jonkers
Sound: Quincy Vlijtig
Grading: Laurens Orij

Social Series: Reality Check
Director: Anouk Suntjens
DOP: Bas Bakhuis
Edit: Vincent Fenger
Grading: Kevin Kimman

Media Agency: Committed Agency