To the point: Election (r)struggle

But why are Mr. and Mrs. Swiss no longer going to the polls? The label "disenchantment with politics" is quickly applied. But young people do discuss politics, and families do care who sits on the government and cantonal councils. And why don't they help shape the world in which they live? Because many politicians have lost touch with the younger generation - and that's in the media design of their election campaigns. Election advertising is stuck in the last century. Yet it's easier than ever for politicians to get close to voters. Spending Saturdays in front of shopping malls handing out balloons is yesterday's voter advertising.

First: Posters are good. But does political advertising on F12 really still reflect the spirit of the times? Can it still move people? As always, only with well-designed subjects. The FDP, for example, showed how not to do it: "With heart and vision" with Thomas Heiniger and Carmen Walker Späh. This poster was so unspeakably poorly designed and devoid of message that it had a certain entertainment value again. To pass the time on public transport, I often came up with new slogans for this monstrosity: "With umbrella, charm and bowler hat", "At 66 ...", "Medium-sized and badly coiffed". The two were elected, to be sure. But that is more than surprising in view of such a poster. Second: Television. "Political satire does more than news," was the headline in the NZZ on Sunday. The classic TV duel is out; satire formats à la "Daily Show," "heute-show" or "Giacobbo&Müller" are in demand. They react cheekily and quickly to political developments and reach younger people, especially those who are far removed from politics. If you want to rejuvenate your electorate, you have to position yourself cleverly in such a format - and not as the one being laughed at. Third: Website. Most parties and candidates have one, but it usually remains a tedious exercise. Yet a personal website is the opportunity par excellence to clarify opinions and positions and to raise issues. Fourth of course, a blog on the website offers a great opportunity to get right into the debate on issues. It doesn't matter whether it's with voters or opponents, the only important thing is that the blog is maintained and regularly updated. If you don't have the time (or the money) to keep a blog alive, it's better to do without. Fifth: Social media. Twitter and Facebook are now standard for every politician. Presenting oneself, maintaining and cultivating contacts, picking up on moods - nowhere is that better. But beware: No private photos - that can quickly backfire. Sixth: YouTube. Hillary Clinton announced her candidacy for the presidential election via YouTube video. The channel has long since been ennobled and should also be considered by Swiss politicians as a communication medium. Seriously. So far, Federal Councillor Hans-Rudolf Merz is represented on YouTube with his infectious Bündnerfleisch laugh, Doris Leuthard also with a laugh, Moritz Leuenberger raving in the TV studio ... In short: Our politicians make a ridiculous impression on YouTube. And now? After the election is before the election. Let's go!

Anne-Friederike Heinrich, Editor-in-Chief
f.heinrich@werbewoche.ch