Wallisellen and art.I.schock: Campaign Against Boundary Violations in Old Age

«I meant well. — It didn't feel right.»

With a broad-based campaign against abuse of the elderly, the city of Wallisellen is sending a clear message about treating older people with respect. The campaign was conceived and implemented by the Zurich-based communications agency art.I.schock, which, thanks to numerous similar projects, has the experience and tact needed to address vulnerable target groups, according to the press release.

In everyday life, boundary violations often occur unconsciously and without malicious intent: through patronizing behavior, thoughtless remarks, or ignoring the needs of older adults. Well-intentioned care can quickly turn into an intrusion. What seems right to one person may feel uncomfortable to another—because everyone’s boundaries are different.

Code of Conduct as the Cornerstone of the Campaign Against Abuse of the Elderly

At the heart of the campaign is the «No to Boundary Violations» code, which the city of Wallisellen developed in collaboration with the organizations of the Senior Citizens« Conference. It aims to create an environment in which respect, dignity, and safety are a given for everyone involved. The message is clear: what matters is not the intention of the person acting, but how the person affected feels. Anyone who feels uncomfortable should be allowed to say »No«—and that »No” must be heard and respected.

The campaign deliberately highlights how differently a situation can be experienced. The slogan «I meant well. – It didn’t feel right.» captures this shift in perspective and encourages reflection.

Flyers, posters, and social media for broad reach

To reach as many people as possible, the campaign uses a variety of channels: In addition to flyers distributed to every household, it includes social media posts, advertisements, and posters. Roll-up banners and mugs were also produced for appearances at events throughout the city. The combination of traditional and digital media is intended to ensure that the message reaches older adults as well as their family members, caregivers, and the general public.

More information about the campaign and the «No to Boundary Violations» code of conduct is available on the City of Wallisellen’s website: https://www.wallisellen.ch

Contact person at the City of Wallisellen: Michael Bänninger (Head of the Corporate Affairs Department). Person in charge at art.I.schock: Gina Egg (Consulting, Project Management), Laura Binkert (Graphic Design).