I stepped into this campaign during the conceptual phase. The strategic foundation was present, but the campaign still needed a clear and activating narrative core.

The defining move was the creation of the slogan:

“Even een check, start het gesprek.” (A check in, starts the conversation)

This line crystallised the central insight: meaningful impact often starts with a small, human gesture. The tone was crucial. It had to lower the threshold for action without minimising the weight of youth mental wellbeing. Not heavy. Not trivial. Simply accessible and human.

From that conceptual anchor, I developed the creative direction and campaign framework across touchpoints. The goal was to create a flexible system that could live across social media, toolkits and partner environments, while maintaining clarity and recognisability.

For production, I collaborated closely with photographer Marleen Kuijpers, shaping a visual language that felt authentic and grounded. For film, I worked with DoP Youp Kruisdijk to translate the concept into motion, balancing intimacy and urgency. The final sound design by Stijn Hosman added emotional depth without becoming sentimental.

This project reflects how I approach campaign work: define the core idea, guard the tone carefully, and build a system that others can carry forward.