What do you use posters and pamphlets for?

Posters and pamphlets are an important way of getting information to local communities. You can use them:

• to mobilise people to support your cause
• to advertise a meeting or specific event
• to popularise your slogans and messages.

Posters and pamphlets are particularly useful in areas where there is no easy access to newspapers, radio and TV. They provide a direct way of communicating, but can also be very expensive. Organisations can easily produce posters and pamphlets, but it is essential that you are clear about the aim of the media, who you are targeting, and what you want to achieve, before spending lots of money.

Important things to know about posters and pamphlets

Posters

The target audience sees posters for only a few seconds – usually as they drive or walk past. They should be put up on poles next to busy roads or on walls and windows of shops where passers-by can see them. It is important that they are as large and as bold as possible, so that they attract attention and can be read easily.

Here are some useful tips for producing good posters:

• Make the posters as large as possible – they should not be smaller than A2 (four times the size of a normal A4 page).
• Keep the writing as big as possible so that people can read it easily from about 10 metres away.
• Use as few words as possible – avoid using full sentences.
• Use colour if you can afford it – it makes your poster stand out and attracts more attention.
• Do not put too many words and images on your poster – it may be beautiful, but if the design is too busy, the most important information may not get through to the audience.
• Make sure that the poster is easily recognised as belonging to your organisation or campaign by using your logo, colours or the abbreviation.

Pamphlets

Pamphlets should be used when you want to give people more information than you can put on a poster, for example to:

• Explain an issue to the community
• Inform people of their rights
• Win support for a campaign you are running
• Win support for your organisation’s point of view.

Pamphlets are much cheaper to produce than posters. You can, however, also waste a lot of money if you print pamphlets and then do not distribute them properly.

How to put up posters

In many areas you have to get permission from your local municipality before you can put up posters. Get a copy of the rules in your area and then go to the municipality with your posters to get the permits and pay the deposits, so that the posters are not removed.

For posters that you want to hang on poles you will need cheap, rough string and a backing board. This can be made out of cardboard, plastic or masonite. Backing boards can be very expensive. The cheapest option is to use cardboard. Buy 3-ply rather than 2-ply cardboard as it will not shrivel up in bad weather.

Make maps of where the best roads are where people are most likely to see your posters. Good positions are where traffic slows down, like at stop signs and robots, main roads, busy shops, bus and taxi ranks and railway stations. Put up a few posters in a row rather than just one. This gives people in passing cars and buses a better chance to read the whole poster. It also attracts more attention.

How to make a good pamphlet

Before you start working on the pamphlet, discuss the purpose, the message, the target audience and the content. Work out how many you need to print and what quality you can afford.

If you are printing on both sides of a pamphlet, each side should have an interesting headline to get people’s attention. Each side should also carry your organisation’s logo or name. You don’t know which side of the pamphlet people will see first and you want them to read it even if they see the back first.

Keep your language simple by avoiding long words and jargon. The best pamphlets are short and simple. Make sure that all your facts are right.

How to distribute pamphlets

Think carefully about the target group before you plan distribution, as different sectors of people gather in different places. Thousands of pamphlets are wasted if they are distributed in an irresponsible and unplanned way.

The best way of distributing is through door-to door, where a team drops them off at each house in the area you are targeting. You can also use schools, factories, churches or other targeted venues, depending on who your target group is.

It is also good to distribute pamphlets when you are having marches, information tables or other public events. You have already attracted people’s attention and a pamphlet gives you a chance to explain your campaign to people who do not have time to stay and discuss it with you.

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