Campaigns to End Violence against Women and Girls - Virtual ...

� Less is more: the design of visuals (e.g. your logo, posters) should be simple
and uncluttered. Production of written materials should be limited to the essential.
Unnecessary information can confuse viewers and readers, and may distort the
message.
� Once it’s printed, it cannot be undone! Pre-test all materials with
representatives of the target audience(s), and check and re-check the content of
each item before it is printed.
� Consider longevity: Producing print material involves significant investment in
design, production and distribution. The material should have a lifespan that is
proportionate to that investment. Longevity can be ensured by screening the
content for any information that can get “dated” or is likely to expire, e.g.
reference to specific events and dates, or statistics or technical information in a
field that is rapidly evolving. In materials that are to be used over a long period of
time (such as leaflets, information booklets, cards), it may be useful to include an
empty space in the design where specific campaign events can be announced,
e.g. by using a stamp or stickers.
� Include the campaign logo, contact details for the campaign and the URL of
the website – provided the site is attractive, useful and regularly updated.
� Determine the number of copies to be printed of each item, taking into account
how many copies can be distributed to the target audiences. Printers tend to offer
lower unit prices with large numbers, but it would be wasteful to stock-pile
materials that cannot be re-used.
� Attention is increased by engaging people in a personal discussion when
handing out leaflets. If print materials are sent to decision-makers, they should be
asked for feed-back via a phone call, for example. Handouts and letters are less
likely to propel the target audience into action if distribution is not followed
through with other activities. Direct contact should be sought with the target
audience to establish and maintain dialogue.
� Another way to attract attention is to combine print media with new
technologies in a way that supports the campaign message.
An inspiring example comes from Amnesty International’s Stop Violence Against
Women campaign. Posters in glass displays at German Bus stations have been
equipped with a face-tracking camera. Each time a person turns her face to the display,
the poster showing a domestic violence scene is replaced by an image of the same
couple, peacefully smiling at the spectator. The slogan printed across the poster reads:
“It happens when nobody is watching”.
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Campaigns December 2011