With Spotify playlist: Schroten advertises a new consulting service in such a cool way
Schroten, Pro Juventute, and various Swiss urban music stars are harnessing the positive power of music to raise awareness of the 147 counseling service.
Pro Juventute, Switzerland's largest foundation for children and young people, recorded a record year for crisis interventions at its 147 Counseling & Help in 2023. Compared to before the pandemic, the amount of counseling increased by over 40 percent. There was a particular increase in consultations for suicidal thoughts and self-harming behavior.
Despite this, not all 12 to 20-year-olds know where to find help in difficult situations. This is why Pro Juventute has developed the #147MixedFeelings campaign together with the Zurich agency Schroten. Based on the scientifically proven fact that music can help with mental stress, a Spotify playlist was created for which young people from all over Switzerland could recommend their feel-good songs via social media and win headphones at the same time.
Support from L Loko & Drini
The campaign was kick-started by the support of Zurich rappers L Loko & Drini (their song "Will Nomeh" was "Best Hit 2023"), who repeatedly address the dark times they went through in their still young lives in their work. Together with singer Naomi Lareine and urban music legend Stress, they created a remix of their song "Afterparty" for #147MixedFeelings, which they promoted on their channels.
In addition to the four performers, other urban music artists such as rappers Di-Meh, Nativ, Skor, Sulaya, Knackeboul, Greis and Manillio supported the campaign and shared their feel-good songs with their followers. Over the course of the two-week campaign, a collection of emotional songs from various genres was created - and, thanks to numerous media reports throughout Switzerland, a great deal of visibility for the 147. The campaign content achieved 2.4 million views on Tiktok and 1.6 million impressions on Snapchat.
Jan Schlink, Head of Marketing and Communication at Pro Juventute, is delighted with the response: "The broad reception of the campaign shows that the link between music and mental health is hitting a nerve."
Responsible at Pro Juventute: Jan Schlink (Head of Marketing & Communication), Maria Balmer (Campaign Coordination), Nil Günes (Social Media Manager), Naomi Ross (Camera & Editing), Lulzana Musliu, Anja Meier (Media German-speaking Switzerland), Anne-Florence Débois (Media French-speaking Switzerland), Dragana Maric (Content Manager), Jack Mooney (Distribution). Responsible for grist: Adrian Schräder (Concept & Amplification), Sebastian Sele (Concept), Adrian Huwyler (Digital Marketing Advisor).
