Pro Juventute x Kingfluencers Campaign
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“Boys and young men are often socialised to stay silent about their feelings. But even ‘strong men’ need self-care – and role models who talk openly about their struggles.”
Pro Juventute is a Swiss non-profit organization committed to supporting children, teenagers, and young adults. With their official helpline 147, they offer free and confidential counselling via phone, email, and WhatsApp for those aged 13 to 25. However, statistics reveal that 70% of the people reaching out to 147 are girls, which is why Pro Juventute wanted to better reach boys and young men – a group often left behind due to societal expectations, lack of emotional education, or discrimination.
To empower young people to take care of themselves and seek help when needed, Pro Juventute and Kingfluencers launched a dedicated podcast series in 2022. The key message is:
"Self-care is for everyone – including “strong men.”
The format was designed to inspire the male youth demographic by showing that emotions and strength are not opposites. The campaign strategically placed role models from public life – seen by the target group as masculine, cool, or honourable – in emotionally honest conversations. These open dialogues serve as mirrors for the target group’s own experiences, increasing relatability and reducing stigma around seeking support.
Creative Concept
In 2023, we produced the first episodes under the title "Bro Juventute", hosted by Ramin. Through intimate, authentic conversations in a booth-style podcast set-up, Ramin welcomed popular figures such as Bendrit, EAZ, Taulant, and Elijah Okafor, diving into topics that matter to teenage boys and young men.
The episodes are designed around one key theme per conversation – like bullying, masculinity, or self-doubt – and are shared across social platforms such as YouTube, TikTok, and Instagram, often accompanied by short, emotionally charged video snippets. In 2024, the successful concept continued with new guests, including Swiss rapper XEN, who shared his personal story of emotional hardship and growth.
A particularly strong indicator of impact: XEN’s video episode reached an average watch time of 11:10 minutes – a testament to how well the content resonates with the audience.
Views
66K
Likes
1.300+
Comments
70+
Pro Juventute Campaign
- Product in focus: men's mental health
- Objectives: Audience reach, high-quality content, engagement
- Working with different male influencers
- Publishing a total of 6 podcasts on YouTube and counting
- Total campaign duration: annual
Conclusion
The Bro Talk podcast has proven to be a powerful medium to reach teenagers and young men, fostering emotional literacy and reducing stigma. By placing trusted role models in the spotlight who speak openly about mental health, discrimination, and vulnerability, the format breaks down traditional masculine norms and replaces them with authenticity, empathy, and resilience. With strong storytelling, relevant role models, and high production value, the podcast is more than just content: it’s a space of trust, reflecting real-life struggles and guiding young boys and men toward professional help like the 147 counseling service. By leveraging the power of social media and influencer storytelling, this ongoing campaign shows that talking about feelings is not a weakness – it’s the first step toward healing.
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