“Check Your Vibe!”: Digital Engagement and Campaign for the “Youth App”

Does Bavaria need its own app for young people? And what features do young people want? The JFF – Institute for Media Education in Research and Practice (JFF) and the Bavarian Youth Council (BJR) are investigating this together with young people from all over Bavaria. In order to reach as many 14- to 27-year-olds as possible online, in addition to in-person workshops, the research-practice project needed a digital space for participation. Our specialists in digital participation formats created it: deineapp.jff.de. To ensure that the interactive platform with its integrated personality test is actively used by young people, we also designed and implemented a cross-media campaign that reaches young people where they spend their time.

Four guys, one idea

“Parti-Panda” wants politicians to listen to them. “Social Butterfly” wants to network and get things off the ground with others. “Acti-Maus” is interested in what’s going on in town. “Care-Bär” is looking for reliable information for everyday life. These four engagement types are the creative heart of the project. They playfully highlight how differently young people get informed, get involved, and participate.

The project was based on the usage scenarios that the JFF had developed during the research process to date. These gave rise to four engagement types, which we refined in collaboration with the client, illustrated in a youth-friendly way, and translated into an interactive personality test. After answering just a few questions, participants find out which type they are – and can share their results immediately.

We implemented the personality test using our DIALOG BOX engagement software. We specifically expanded its survey module to include a personality test function: with personalized results pages and individual profile assignments. We evaluate the survey results for the JFF and present them in a clear report. This allows them to be easily used for further research projects.

We designed the platform to be responsive, accessible, and presented content in plain language. Whether in a workshop on a tablet or on the go via smartphone, the JFF and BJR use it at various events – as a central hub where young people can share their perspectives.

Campaign formats that resonate

Engagement only works if it happens where young people spend their time—on their smartphones, at events, and on social media. That’s why our campaign team has developed formats that seamlessly blend the analog and digital worlds:

• Key Visual & Illustrations
  We developed a unique illustration and visual style for each type of participation. The characters serve as relatable figures that immediately appeal to young people. The consistent key visual ties all formats together—from the platform to posters and social media channels.
• Print: Posters, flyers, roll-ups, stick-on tattoos
  At trade shows and events like Games/Bavaria, the JFF team distributes campaign materials directly to young people. The posters showcase the four participation types, flyers direct people to the survey, and a roll-up banner makes the project visible at events. The stick-on tattoos pass from hand to hand—bringing the topic of participation from the trade show booth into everyday life.
• Social media shareables
  Once people have figured out their participation type, they want to show it off. To make this possible, we’ve designed shareable graphics that young people can post directly to their feeds. This way, the participants themselves help spread the campaign.

Two months from kickoff to launch

About eight weeks passed between the first workshop and the launch of the campaign. During this time, we developed the project roadmap, the platform, the personality test, a new design, the four participation types along with their illustrations, all campaign formats, and the content in plain language. This was made possible by our project team, which provided project management, consulting, design, software development, campaign management, and evaluation – all under one roof.

We defined clear milestones, coordinated tasks, and provided guidance on engagement. This allowed the JFF team to focus on what it does best: media education work with young people.