Samen voor kwetsbaarheid
In football, we do a lot together, except when it comes to talking about our feelings. With the ‘Samen Voor Kwetsbaarheid’ campaign, the VriendenLoterij Eredivisie and Keuken Kampioen Divisie joined forces with clubs, professional footballers and partners for one weekend to break the taboo surrounding mental health. A special song and music video by Typhoon, visibility across all 19 stadiums, and the launch of the documentary Echte Mannen Huilen Niet helped shine a light on this important social issue. Film platform Cinetree made the documentary in collaboration with the Play Mental Foundation, with the support of the VriendenLoterij, BrabantSport Fonds, Eredivisie CV and Coöperatie Eerste Divisie. In the documentary, seven former and current professional footballers, including Mark Diemers, Ron Vlaar, Ryan Donk and Edson Braafheid, openly share their personal experiences with mental health challenges and show their vulnerability. Vriendenloterij Eredivisie Campaign, 2026 Social Media, PR & Event Creative Strategy & Platform Agency: One:Nil Amsterdam