BENCH IN THE BIJLMER

PROBLEM
Since 2021, the ‘1K Z1E J3’ (I See You) campaign by 113, the Dutch suicide prevention helpline, has encouraged people to open up conversations around suicide. One of the campaign’s key tools has been the placement of so-called 1K Z1E J3 benches in public spaces; symbolic places that invite people to sit down and talk.


How could 113 draw attention to a newly placed bench in De Bijlmer, a neighbourhood in Amsterdam known for both its strong sense of community and its social challenges?

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SOLUTION
Together with 113, musician Krulle, born in De Bijlmer, released the song ‘1K Z1E J3’ to give voice to his grief and to support for anyone struggling with suicidal thoughts. His song inspired three befriended and renowned musicians to build upon Krulle’s message, each contributing with their own personal story to help break the taboo around talking about suicide. Together with Krulle, the other artists, and members of the local community, a new 1K Z1E J3 bench was unveiled in the heart of the neighborhood.

[embed]https://vimeo.com/1138839664/88dd8d1aaa[/embed]

CREATIVE
Krulle’s song served as the soundtrack for short films featuring musicians Typhoon, Glen Faria, and Mc Lost. The artists share personal quotes from the new 1K Z1E J3 bench in a dynamic way. They encourage people to speak up when experiencing suicidal thoughts and call on others to listen with genuine interest and attention when someone opens up.

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