This seems like another shock campaign. It isn’t.
The Dutch Railways has recently launched a campaign about violence against their employees. Hands Off is the title. Two staff tell the story about what they have experienced.
Translating the story is not necessary. The strongest part of the campaign are the videos made in a sort of reverse Dove Evolution story. It is the story of an employee who goes back to the time of violence. Where the makeup work is an essential part of the story.
Translation of the headline in the first print ad:
“Since January 13, Iloyka is back in Breda every day.” (Breda is a city in the Netherlands)
“Hands off our employees.”