Pro Juventute Campaign: «Music Helps» Enters Round Two

Following its launch in the fall of 2025, the Pro Juventute campaign «Music Helps. So Do We.» will enter its second phase. The Zurich-based communications agency Dylan has further developed the awareness campaign for Pro Juventute’s 147 helpline—with new song lyrics, new artists, and more personally tailored artist content.

Music as a Bridge to Difficult Emotions

The basic idea behind the campaign remains the same: a song that expresses exactly what you can’t put into words yourself. A line you can relate to. That’s exactly where the campaign developed by Dylan comes in. According to a target audience survey by Pro Juventute, the first wave hit the mark: 58 percent of 15- to 25-year-olds surveyed rated the campaign positively, 29 percent neutrally, and only 13 percent negatively. These results helped drive the decision to continue and strategically expand the campaign.

The second wave once again focuses on actual song lyrics by Swiss artists: Monet192, EAZ, Gigi Malua, Eileen Alister, Linda Elys, and Marie Jay use their lyrics to offer insight into feelings such as feeling overwhelmed, self-doubt, heartbreak, and inner turmoil. The song lyrics will serve as the campaign’s headlines and will be featured on social media, digital out-of-home (OOH) displays, and posters in schools.

The Second Wave of the Pro Juventute Campaign: Artists Share Their Personal Stories

Alongside the release of the music videos, we are expanding our collaboration with the artists. In personal videos, they explain what lies behind their lyrics, the circumstances in which the songs were written, and the role music plays for them in dealing with their emotions. One of these videos can be viewed here:

The message remains simple: Music can help you process emotions, give you strength, and get through difficult moments. And if music isn’t enough, Pro Juventute’s 147 helpline is there for you—offering personal support from professional counselors, free of charge, confidentially, and around the clock.

«For the second wave, we collaborated with artists who represent a variety of genres, themes, and communities. This allows us to reach the target audience in different ways and connect with young people through the music and artists they identify with. With the artists» personal videos, we’re also extending the campaign directly into the artists’ communities and creating touchpoints with Pro Juventute’s 147 helpline that go beyond traditional campaign channels,” says Maude Federspiel from Dylan.

Learn more about the campaign at: https://www.147.ch/kampagne/musik-hilft/

Responsible at Pro Juventute: Maria Balmer, Aline Ritter, Naomi Ross, Nil Günes, Tiffany Brunner Responsible at Dylan: Maude Federspiel Artists:inside: Monet192, EAZ, Gigi Malua, Eileen Alister, Linda Elys, Marie Jay