Research on political campaigns has given birth to a large variety of research that aim to understand what are the effects of political campaigns on public opinion. On the contrary, we know very little on the extent to which public opinion influences political campaigning. The new channels of communication that are social networks allow parties to adapt very fast to specific situations. Nonetheless, I am not aware of any research that yet questioned the reverse causality in the study of political campaigns. In this paper, I try to fill this gap by studying digital communication of parties and politician during direct democratic campaigns. By using a panel cross sectional dataset, this research tries to investigate the effect of public opinion polls on parties??? communication during political campaigns in Switzerland. The direct democratic context gives the opportunity to study the same actors on different topics and analyse their responsiveness. The results suggest that, not only parties and politicians communicate more when they align with their electorate, but also that they adopt a low profile when their position is not in line with their electorate.