For the 113.nl case, I worked together with fellow interns Nicole Schilder and Bruno Bisseling during my four-month internship at iO Digital Agency to deliver a comprehensive advisory report for the client, 113.nl (also known as 113 Suicide Prevention, or '113 Zelfmoordpreventie' in Dutch).
The goal, as briefed to us in a meeting with our client 113.nl, was to investigate how 113 Zelfmoord-preventie could reach the younger target audience more effectively within the context of suicide prevention. Their current reach was quite limited and did not resonate well with younger people. Our task was therefore to thoroughly research this younger audience (Generation Z) and gather their perspectives on 113 Zelfmoordpreventie.
So, we conducted a survey supported by several short follow‑up interview questions. We also had the chance to approach the target group in person by visiting a second‑year CMD class (Commercial Design course – taught by professor Peter Buis at the AUAS), which provided valuable feedback. Because the topic is so sensitive, it was important to be physically present and visible as researchers for this specific case and topic.
Overall, I contributed to a research project focused on reaching the younger target audience, Generation Z, in which I carried out several tasks. These included (UX) desk research, creating a persona (as shown below), analyzing the current situation, and conducting a survey. Based on these findings, I provided recommendations for improvements to the website, social media activities, and campaigns. See the link to the Miro board we worked in: Miro board Case 113 Zelfmoordpreventie.
The image (top left) in the persona above was created using a generative AI image tool called PlaygroundAI (AI Image Generator).
I also presented and visualized an Onboarding concept for 113 Zelfmoordpreventie (see the Figma screenshot below – with annotations in purple), designed to immediately separate the relevant target groups on the landing page. This way, the younger audience/target group (Generation Z) could be directed to a dedicated, more modern and youth‑oriented homepage for 113 Zelfmoordpreventie, while the ‘older’ audience/target group would be guided to the current, more adult‑focused homepage of 113.nl.
So, our overall goal was to support the client, 113 Zelfmoordpreventie, by thoroughly researching how they could reach the younger target audience more effectively with their support services and suicide‑ prevention measures.
This resulted in a comprehensive advisory report, which I briefly presented to my colleagues — including an SEO Performance Marketer, the project lead (Lead Account at iO), and the client, 113 Zelfmoordpreventie.
The button below links to the final advisory report (46 pages) that I presented and delivered to the client, 113 Zelfmoordpreventie.
In this case/project, I led all the meetings, I maintained close communication with the project lead, the client, and colleagues from various departments within iO, and I ultimately presented the final advisory report containing all our research findings, ideas, and recommendations to the client and the broader team who had been working on the 113.nl case for a longer period.
I also held frequent evaluation sessions with the project lead and the account manager at iO, who in turn communicated these insights back to the client, 113.nl. The meetings provided space for ongoing evaluation, allowing us to present our research results and proposed ideas and receive valuable feedback in return during the weekly sessions.
In this project, I also learned how to collaborate effectively within a multidisciplinary team. I achieved this by actively participating in all meetings with the team and the client. The team included a SEO Performance Marketer, a SEA Digital Marketer, a CRO specialist, a UX Designer, and the project lead (Lead Account at iO).
All in all, it was a truly valuable and enriching experience. It was also a privilege to collaborate with all members of this multidisciplinary team on such a complex and sensitive case for 113.nl.
Below is a poster I designed for 113 Zelfmoordpreventie, which I'm quite proud of. I created it using Adobe Illustrator, Figma, PlaygroundAI (a generative AI tool) and Adobe Photoshop (including Adobe Photoshop’s Generative AI Fill feature). The client was also very pleased with this specific poster result, as it aligns well with the younger target audience, fits seamlessly within the 113.nl brand style, and it matches their color palette.
I also created several other poster variations, which can be found in the final advisory report.
The team, my colleagues, and the project lead all felt that the poster shown below had a calm, reassuring, and trustworthy tone, and that it resonated well with the younger target audience. Naturally, it had to follow the 113.nl brand colors, style, and typography, as the goal was to better reach this younger demographic.
I began by sketching some ideas, then developed the strongest design digitally in Adobe Illustrator, and finally refined it using the PlaygroundAI tool and Adobe Photoshop, applying the appropriate color palette. Below is the final result — a poster designed specifically with the younger generation in mind:
Poster concept I designed for 113.nl, tailored to resonate with the younger target audience.
