The power of the lowly leaflet
The lowly paper leaflet is still a great way of communicating your message. One hit my letterbox this week. It is for a campaign to save the local rec from a schools extension plan in Merton, South London. Don’t know, myself, which side I am on: I want more school places; I want more places to walk. But communications like this leaflet are dragging me over to their side against the expansion.
It’s a black and white publication. Its layout is clear. Its language is simple. Its message is direct.
Link local to global
The message is more powerful because it links broader events to this local campaign: “just days after the Olympics: Merton closes sports facilities”. Clever.
It uses “authority” to back its campaign: “Sport England against the loss of sport facilities”. Clever.
The whole leaflet, 8 pages, continues with the same lively layout. And the organisers have arranged for local businesses to advertise, offsetting some of the print cost. Clever.
This leaflet communicates a strong message from a committed group in a powerful package.
You may not agree with the cause but you have to be impressed. This is number 9 in the series. The Council has sent out a letter, once, on the issue. It looks pathetic in comparison. Compare the leaflet with the mealy mouthed current press release of the Council.
This is not a plea to support the “Save our Rec” campaign. It is a plea for good communications in whatever cause you support. Yes, they’ve got a website: but the power of this leaflet is more than a website you have to go to: this leaflet is delivered to your door.