DSJ and House of Influence launch influencer campaign for the Youth and Democracy Monitor
For the first time, the Swiss Youth Parliaments Association is launching an influencer campaign to coincide with the release of the 2025 Swiss Youth and Democracy Monitor. In collaboration with the agency House of Influence, the study’s findings on politically engaged young people in a complex world are being tailored to specific target audiences and shared on TikTok and Instagram.
The umbrella organization Swiss Youth Parliaments (DSJ) relies on digital channels to communicate the results of its latest study. The influencer marketing agency House of Influence was engaged for the first time for the publication of the Swiss Youth and Democracy Monitor 2025. The campaign aims to make the findings of the representative study accessible to a wider young audience.
Breaking down complexity
The current Swiss Youth and Democracy Monitor is entitled "Politically interested young people in a (too) complex world". The study, conducted by the DSJ in collaboration with the research institute gfs.bern, provides a representative picture of young people aged between 15 and 25. Among other things, it examines their trust in political institutions, their political interest, their media consumption and the use of media to obtain political information.
"It is very important to us that the study not only researches young people, but that the findings that are very relevant to them are also made accessible," says Sara Schmid, Co-Managing Director of the DSJ. In order to break down this complexity, the DSJ is working together with House of Influence. The results of the study will be prepared for specific target groups and distributed on TikTok and Instagram in the coming weeks.
Focus on mental health and social media
Influencers from German-speaking and French-speaking Switzerland were recruited for the campaign to explain the study results on channels relevant to the target group. Elvira Diez, project manager at House of Influence, explains: "It was already clear in the kick-off calls that the influencers prioritized two topics in particular from the study results: mental health as a central political concern - especially for young women - and social media as an important source of information. They creatively linked these results with their own experiences and perspectives, thereby creating personal access to the target group. This resulted in content that communicates political issues at eye level."
The first videos of the campaign can already be found on TikTok and Instagram. The detailed results of the Swiss Youth and Democracy Monitor 2025 are available on the DSJ website.
Responsible at House of Influence: Tanja Herrmann (strategy), Elvira Diez (project management). Responsible at DSJ: Yannick Zryd (project management campaign), Sara Schmid & Julia Kopf (project management study).
