Communication messages

Our choice of words within a specific language approach is only one aspect of how we can shape our societies to be gender-equal and more inclusive.

Communication is inextricably linked to language.

The relationship between words feeds into wider communication – that is, the messages and ideas we transmit to the world. This has a direct impact on our attitudes and behaviours towards each other. Thus, we can either overcome or reinforce gender inequalities.

In this section, we present a three-step plan to help you build up an effective communication message(s) within the framework of a gender-inclusive approach. You can use it for campaign development, policy writing, news writing or anything else related.

While this part of the guide may resonate mostly with communications experts, anyone can take the approaches explored here and adapt them to their communication within their scope of work.

Scope and purpose

The starting point for any communication message is defining the scope and purpose – or, in other words, why are we talking about this and who is it for?

  • Why do you want to communicate your message? What is the objective of the message that you want to communicate?
  • How does it support gender equality and uphold the values of dignity, integrity and equal treatment?
  • What is the desired outcome of communicating this message?

Within the scope and purpose of your communication message, assess whether it maintains a gender-inclusive approach. Does it consider multiple perspectives and shed light on gender inequalities? We recommend you also consult the Fundamental Rights Agency’s 10 Keys to Effectively Communicating Human Rights for developing communication messages. It can be used together with our guide.

Target audience

Knowing your target audience helps to shape your message and ground it in relevance for said audience.

The EU is home to diverse communities. We should aim to promote gender equality and uphold equal treatment of and respect for everyone. It will help to dismantle gender stereotypes in the pursuit of embracing greater inclusivity.

In respect of your target audience, consider the following.

  • What is the impact you want this target audience to have?
  • What needs are you trying to address?
  • How do these needs differ for diverse groups of women and men? This includes people in marginalised situations where their experiences and needs are not adequately addressed.
  • What attitudes and behaviours are you trying to change?
  • Does the message for your target audience empower and give them a voice?
  • How will your communication message trigger action?

Message testing

Before you officially launch your communication message, we encourage you to integrate a message-testing stage to ensure alignment between the scope, purpose and target audience.

  • Does the message resonate with the target audience?
  • What works well and what could be improved?
  • Are there lived experiences of diverse groups of women and men that you can integrate through ethical storytelling?
  • Can your target audience play an active role in multiplying the message?
  • Think about how the message can evolve over different life cycles by monitoring performance analytics from your chosen platform(s).