Most campaigns produce leaflets or booklets that spell out the campaign message in different ways and enrich it with additional information, such as key facts and figures on the campaign issue. Quality print materials lend permanence to the campaign message – campaigners and target audience members can keep a copy and refer to it later, e.g. as an accurate record of the evidence supporting the campaign message.
The types of reading materials needed depend on the overall campaign strategy, the campaign communication strategy and target audiences: For example, for high quality media coverage, briefing documents (policy briefs, press advisories) and media kits for journalists may be necessary. If international and national policy-makers are a crucial target audience, then a research report can be an effective tool to present pertinent evidence and a concrete proposal for action – possibly in the shape of precise policy recommendations or draft law provisions. Campaign activists may need a written guide to promote a coherent message. Young people may be attracted to the campaign message through colorful booklets presenting stories relevant to their daily lives. The options are virtually unlimited.
See Tools in “Earned” Media Coverage for guidance on creating media-related print materials such as press kits, press releases and media advisories. Petitions, letter-writing, policy briefs and research reports are commonly used in campaigns for institutional change. See Communication in Campaigns for Institutional Change for information on these.
Basic rules for producing reading materials:
Example: In Nicaragua, Puntos de Encuentro circulates its magazine “La Boletina” to some 1.100 rural and urban women’s organizations throughout the entire country. The magazine reports on activities carried out by this broad spectrum of groups, publishes testimonies and analytical essays in simple language to provoke debate on women’s rights issues. “La Boletina” is disseminated through the volunteer network “las emboletinadas” made up of women’s and other community-based organizations which have a distribution tree crisscrossing the entire country and reaching even the most rural areas. The “emboletinadas” hand-carry the magazine to isolated communities which are not reached by the national post or other formal distribution systems.
Source: Lacayo, V. & Singhal, A., Pop Culture with a Purpose! Using edutainment media for social change, Oxfam Novib/KIC, 2008.
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