October, 2026.- Advertising agency Yune has developed the national campaign ‘Levens tot stilstand’ (Lives on Hold) for the Dutch Railway Sector and 113 Suicide Prevention. The campaign launched today and focuses on reducing suicides on the railway network.
The impact on 135 lives as a creative insight
Every year, nearly 200 people lose their lives to suicide on the railway network, with a single suicide affecting an average of 135 lives. On the railway, that number quickly multiplies. Bereaved relatives who lose a loved one, but also travelers 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.
Thijs Jaski, Managing Director at Yune: “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.”
Hopeful message in a multi-layered strategy
The campaign uses multiple video layers to reach and retain its target audience, including many young adults under 30. The long cinematic main 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. Music producer Jack $hirak (a prominent Dutch producer) specially composed the music.
In the in-depth and impactful social series Reality Check, directed by Anouk Suntjens, 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.
The campaign can be seen via various online and social channels (@LevensTotStilstand), supported by an announcement activation in various trains across the country. On the platform www.levenstotstilstand.nl, a concrete course of action is central. 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: “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.“
Work that truly matters
The Dutch Railway Sector has been working with 113 on a national suicide prevention program since 2010. Much has already happened within this program: from physical measures on and along the tracks such as cameras and fences, to training colleagues to recognize and approach people with suicidal thoughts. With ‘Lives on Hold’, the sector is jointly taking a next step in outward communication for the first time.
Léonie Bosselaar, project leader on behalf of the Dutch Railway Sector & 113: “The ‘Lives on Hold’ campaign is the result of a unique collaboration and a major joint effort of all involved organizations. Our goal was always to tell the story in a way that does justice to the people involved. Yune succeeded exceptionally well in finding that balance and translating this into a respectful campaign.”
Credits
Client
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: 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
Reality Check
Director: Anouk Suntjens
DOP: Bas Bakhuis
Edit: Vincent Fenger
Grading: Kevin Kimman
Media Agency
The Committed Agency
