Raising awareness with leaflets
Leaflets give the reader a message in a small space, usually one or two sides of a small page. As well as being informative, leaflets often try to persuade the reader to do something. They are a popular method in raising awareness about an issue.
AIDA technique
AIDA is an acronym for the following words.
Using the AIDA technique when designing leaflets to raise awareness is very useful as it should encourage people to read the leaflet and act on what they have read.
Attention
People are constantly being exposed to media. If a leaflet is to be successful in raising awareness of something, people need to read it. To encourage people to read it, there should be something attention-grabbing such as a catchy title or picture that will grab the reader’s attention.
Interest
This is a difficult stage, as you may have grabbed your reader’s attention, but you now need to try to keep their attention so that they read the leaflet and understand the message you are trying to communicate. Breaking up text into smaller pieces or chunks can be effective by using text boxes, side headings and bullet points.
Desire
This is where you let the reader know how important their input or contribution will be to raising awareness of a particular issue.
Action
Finally, you need to make it clear what you want the reader to do, eg is the purpose of the leaflet to ask for donations, to encourage people to stop buying a particular product, or to start doing something to support a specific cause?
