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Every day, 5 people in the Netherlands commit suicide. That number could be brought down if suicidal thoughts and mental issues would be less of a taboo. But it seems unrealistic to place the responsibility of speaking about suicide on those suffering from suicidal thoughts. We helped 113, the Dutch suicide prevention helpline, launch a campaign in 2021 called ‘1K Z1E J3’ (I See You). The campaign stimulated to open up the conversation and motivated thousands of people to let their peers know that they are open to talk about suicide.
To help grow engagement and awareness we launched a follow-up campaign. This time by building a platform that helps to start conversations about mental well-being. And involving celebrities by letting them open up about the topic of suicide and suicide prevention.
The first campaign raised awareness around the topic and gave people the tools to support the campaign online by providing a face filter. The second campaign makes the conversation about suicide more visible in our everyday lives. The new ‘1K Z1E J3’ campaign, places the call for conversation on hundreds of benches in public spaces, making each of them a suitable place for conversation. To showcase how that conversation could go, multiple celebrities tell about their experiences with suicide in their surroundings in a social content series.
As of September 5, the Netherlands has over 250 benches dedicated to a conversation about mental health and suicidal thoughts, in 50 municipalities all over the country. The benches are revealed on the first day of Suicide Prevention Week, a whole week surrounding the International Suicide Prevention Day on September 10. The social media campaign will run alongside and after Suicide Prevention Week, and consists of various edits of the celebrity conversations.
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