Successful transport decision-making - Osmose

FS 40: Leaflet and brochure
Vol 2 - Table of Contents
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T12
What are leaflets and brochures?
A brochure or leaflet is a short printed document, usually with a
strong emphasis on design. It is useful for delivering a simple
message to a large number of people. It is not the appropriate
tool for complicated technical information.
A brochure may be used to briefly introduce a project, to
advertise forthcoming engagement events such as exhibitions,
or shortly before implementation to prepare the public for
changes.
If you distribute a brochure widely, this will raise the profile of
the project so you should be prepared to respond to queries
from the media, stakeholder groups or members of the public.
Some people may request more detailed information than can
be provided in a brochure. It may be possible to provide a
telephone hotline and/or a website or to refer them to a fact
sheet providing more information.
How to use a leaflet/brochure to
INFORM?
A leaflet or brochure is short, 'eye catching' and aimed at
communicating a key message to readers. It can provide a
short and simple description of the project, how stakeholders
can be involved, a timeline for upcoming events and a list of
contact details for how people can find out more. It is usually
widely distributed either to named individuals or to addresses
in a large defined area. A brochure/leaflet is easy to read
through, with the use of large font, spacing and bullet points or
numbering to summarise key information. Headings should be
large and eye catching, particularly if the brochure/leaflet
contains important information that might affect residents. The
information presented is simple, with limited use of jargon and
technical expressions, and includes positive rather than
negative statements. Where possible, key information can be
summarised in a diagram or map that should be clearly
labelled.
How to use a leaflet/brochure to
ENGAGE?
A leaflet/brochure can be used to publicise a project or event.
It can be used to invite stakeholders to attend an event or make
them aware that an event is taking place. Some
brochures/leaflets can include a small tear-off section
requesting names for a project mailing list. Others can also
include a short closed ended survey asking an opinion on a
certain topic. Often, they will also be made available at key
public locations such as information centres, public transport
interchanges or shopping centres. As many types of
brochures/leaflets are produced and distributed throughout the
community, it is important to ensure your leaflet/brochure grabs
people's attention. This will assist in increasing participation in
the project.
When should you have a
leaflet/brochure?
A leaflet/brochure may be useful during any of the stages of the
transport decision-making process. It can be used to introduce a
project or publicise an event.
NOTES
Do you want to increase the exposure of the project and
increase public awareness?
Do you have a message that is short and simple that you
want to publicise widely?
Will your audience benefit from this publication?
Do you have an event that you want to publicise?
A stakeholder accessing information about transport projects in
the local area.
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