Crowdsourcing multilingual campaigns

How to involve a multilingual community in framing, drafting, localizing, and spreading a political campaign?

Although Swiss citizens vote four times a year on the same topic, the way the issues are framed varies from a language region to the other. Running a national campaigns involves finding a consistent framing that can be adapted to an asymmetric landscape. Involving a multilingual grassroots community at different campaign stages can make it easier to find a common ground as soon as possible, and enable a consistent flexible framing.

Points for discussion


  • Asymmetric general education of the target audience
  • Ideological polarization along territorial/linguistic lines
  • What formal/informal (t-v form) means in different language communities
  • Swiss-German German story-telling vs. French KISS (or is it the other way round)
  • Working culture (procedures, punctuality, politeness)


  • Terminology
  • Timing
  • Multilingual communication

Logistical challenges

  • Physical meetings (Geneva/Lausanne vs. Zurich/Bern/Basel/Olten)
  • Multilingual calls
  • Different habits (who has a GA? who hasn't?)

Technical challenges

  • (Don't) let 100 software solutions bloom

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