How we run a referendum campaign: the STS Fireworks Initiative, 29 November 2026

On 29 November, Switzerland votes on the initiative to restrict fireworks. This is how we are running the campaign for Swiss Animal Protection (SAP): with a test run on 1 August, an interactive campaign website, real animal photos instead of AI images, and AI agents working behind the scenes.

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On 29 November 2026, Switzerland votes on the "For a restriction of fireworks" initiative. Loud private fireworks panic domestic animals, livestock and wildlife. The initiative aims to regulate this consistently across Switzerland. Approved public fireworks and quiet alternatives remain permitted.

The Swiss Animal Protection (SAP) is part of the organising committee. Mike Schwede GmbH developed the strategy, campaign landing page and media planning. WORX Design from Biel managed the creative direction, and Qmart handled dialogue marketing.

Dress rehearsal on 1 August

We ran a test before the actual campaign started. A teaser campaign launched around National Day, when fireworks are already a hot topic. Within a week, the landing page, creatives, ads and email flow were ready. Around 5,000 people signed up.

This was market research, not a warm-up. Which messages work? Which animals? Which placements? Which copy delivers the lowest cost per sign-up? These answers shape the media plan for the main campaign.

This is how you run a referendum campaign: data-driven, not intuitive – and before the actual campaign even begins.

The campaign website

The hub is 29nov.sts-psa.ch. Supporters register with their first name, canton and pet, and appear on a map of Switzerland.

An image generator turns personal pet photos and a campaign claim into shareable social media graphics. Users can submit these photos to SAP for the campaign. This has already generated over 50 new creatives: real Swiss dogs, cats and horses featured in current ads and social media.

The site also features postcards to share with friends, arguments and FAQs, and a donation option with pre-filled details. The entire platform is bilingual.

Since the launch, over 4,500 people have signed up, and several hundred have donated.

"To win a referendum campaign, you must make the silent majority visible. That is why the campaign site is not a list of arguments, but a place where people show their support."
– Mike Schwede, Mike Schwede GmbH

The campaign assets

WORX Design from Biel developed the visual identity. The focus is on the animal, not the fireworks. Creatives show pets, livestock and wildlife. These are complemented by postcards and video testimonials launching in October.

The campaign runs on Meta, YouTube and Snapchat. It features over 200 variations of video and image ads across three waves up to polling day, focusing on five key messages.

Dialogue marketing

Qmart manages the dialogue with supporters. The agency set up an automated email journey in German and French. It guides subscribers until the vote: from confirmation and talking points to voting reminders.

Qmart integrates the campaign page with the SAP donor database. Existing donors receive a print mailing with personalised QR codes that lead them directly to the campaign page.

AI in the engine room, not on the billboard

The team intentionally avoided AI-generated images and copy in the ads. Animals, people and quotes are real. For this topic, authenticity is key to credibility.

Behind the scenes, it is a different story. Mike Schwede GmbH uses AI agents to manage landing pages, the image generator, approval workflows, reporting and ongoing optimization. Automated monitoring tracks social media and news sites. It alerts the team to counter-arguments, underperforming creatives or rising topics. This allows us to adjust messages within hours, not at the next meeting.

Everything comes together in a client dashboard: metrics, budget, media plan, monitoring and approval of community images. A small team delivers in days what usually takes weeks, maintaining speed as the campaign scales in the final weeks.

"Every morning we see yesterday's campaign results, audience feedback and where we need to adjust. This is a new way to run a political campaign."
– Philipp Ryf, Head of Politics, Swiss Animal Protection SAP