In principle, the services of the City of Zurich should be available to the entire population. In order for this to succeed, it is often necessary to look for complementary ways and means, e.g. by analysing the needs of the stakeholders and choosing the appropriate means of communication. 

Define target groups without labeling

Defining groups can be useful when it comes to relevant differentiation criteria or when a target group needs to be addressed in a specific context. At the same time, however, specific measures are subject to the risk of reinforcing prejudices about social groups. The Integration Promotion has developed a practical instrument (STRUB) for dealing with this question, which can be used in a collegial consultation on the effects and side effects of integration projects.

In accordance with the city's communication principles , we focus on the needs of the stakeholders and the communication goals. The effect to be achieved depends on the communication needs.

Diversity-sensitive public relations

A sensitive use of language actively contributes to equal rights for all sections of the population as well as to an appreciative approach. This also includes gender-neutral use of language. The City of Zurich's Regulations on Linguistic Equality define the applicable principles.

Imagery

Although the use of images and symbols makes it easier to address a multilingual audience, it is also important to make differentiated choices in order not to serve clichés and culture-related stereotypes (culturalizations). People should be shown regardless of stereotypical gender roles, their characteristics or their origin: women and men in a balanced numerical ratio, people with or without disabilities, different age groups, ethnicities and in different ways of life.

Accessibility

In many situations, people with disabilities encounter obstacles that make it difficult or impossible for them to access services, information or places. More and more often, services provided by public authorities as well as private individuals can be used digitally.
In this context, it is worth mentioning that accessible information is useful for everyone. Cleanly structured content generally simplifies content conveyance.