Guide to Becoming an Activist: Producing and Distributing Leaflets

Sections: Introduction Getting Started Information Stalls Making Displays Producing and Distributing Leaflets Starting a Group Public Speaking Lobbying Working With the Media Campaigning Fundraising Frequently Asked Questions and Comments

DEFINE YOUR AUDIENCE

Before you decide what type of leaflet to make, decide how you want to use it. If you’ve uncovered an important local issue, you might want a flier that you can hand out to people on the street. If you’ve collected signatures from people who are enthusiastic about animal rights issues, you might want to create a flier to invite them to a meeting with an inspiring speaker. Define your audience, and prepare a leaflet that will reach them. PETA has leaflets on a variety of subjects that are available to activists at cost. The leaflets are not copyrighted, so your group can take information from them or simply use them at your event.

MAKING WORDS COUNT

Your leaflet should tell the reader who, what, when, where and why an event is occurring and should let people know specifically how they can help. Include a telephone number as a point of contact.

People won’t read a long complicated leaflet, so keep your sentences short and clear, and keep your information simple, to-the-point and easy-to-understand. Use descriptive headings, subheadings and quotations to get your main points across, and use three or four headings on each page so that people will get the message even if they only read the headlines. Don’t make remarks that you can’t substantiate, and be careful not to make libellous statements – call the act ‘cruel’, not the individual.

REACHING PEOPLE THROUGH DESIGN

If you’re making a flier to publicise an event, think of the flier as a small poster. Use a clear, issue-appropriate photograph or illustration to capture the readers’ attention. It’s a good idea to start collecting a file of good photographs. You might also want to keep a file of well-designed, easy-to-read leaflets and striking advertisements, and study them for ideas on layout, headlines, borders, lead sentences and use of photographs.

Don’t be afraid to use blank space as a design element. There is no need to fill every square inch of space on your leaflet. White space, such as wide margins or space around the title, often improves the design and makes your document easier to read.

Like overcrowding, using very small print makes your leaflet difficult to read, and most people simply won’t bother. Write concisely instead. And no matter how good your handwriting is, never write out fliers by hand – it makes your group look amateurish.

Get a firm due date from the printer before you start your project so that you will have it when you need it, and give yourself plenty of time to proofread everything before you get it printed. Typos can distract people from the message and make you look unprofessional. Run a spell check and grammar check on the text, and ask a friend to check it as well.

When it comes to laying out and printing your leaflet, ask the printer to advise you on the best way to transfer images to your leaflet or find out if a member of your group has experience with graphic design and printing.

HANDING IT OUT

Leafleting is an art. The following hints will help you perfect your technique:

• Don’t wait for people to approach you – few ever will. Walk up and hand them a flier with a friendly smile and a positive comment like, ‘This explains why we’re here today’. Then move on.
  
  
• Make eye contact (but don’t be pushy).
  
  
• Hold the flier so that the title can be clearly seen by people as they pass.
  
  
• Prepare brief answers ahead of time to questions such as, ‘Who’s doing this?’ or ‘What’s this all about?’
  
  
• Don’t waste time arguing. Politely say, ‘I think that if you read this material, you might change your mind’, and turn away.
  
  
• Try to get someone else to leaflet with you – especially in potentially hostile territory, such as a circus.
  
  
• Pick up discarded leaflets before you leave an area.
  
  
• Dress neatly so that you don’t scare people off.

POSTING FLIERS

You can also distribute fliers by posting them on bulletin boards or in public areas. Try the following spots:

• Public libraries
  
  
• Veterinary surgeries
  
  
• ‘Pet’ shops
  
  
• Student unions
  
  
• Community service bulletin boards in supermarkets

You may need to ask permission before you post a flier in a public spot.