Printed or “print” materials are items such as campaign leaflets, bulletins, posters and cards. They also include banners and other campaign materials which carry the campaign message or logo. Virtually all campaigns use print materials, in different combinations, for various, sometimes multiple, purposes including:

• advertisements in newspapers, in magazines, on billboards and other public displays to spread the message
• handouts and posters, which may also announce precise campaign events
• updates and newsletters to keep activists informed
• research reports, e.g. to present evidence that demonstrates the urgency of the action required
• urgent action appeals, e.g. to mobilize large numbers of supporters to come to a court trial who demonstrate to the judges that the case is in the public limelight
• activists’ kits to ensure campaign supporters promote a coherent message
• informational and educational booklets to enhance knowledge among the target audience and propose appropriate action

As the internet is fast becoming a more widely used campaign tool, some print materials (e.g. newsletters, action appeals) may only be produced for online dissemination. This can save valuable time and money for the campaign, provided there is a means of checking that information is indeed reaching target audiences via the internet.

When considering developing print materials for your campaign, it is also crucial to define a distribution strategy to ensure that such materials actually reach the people they are intended for. A good distribution strategy that is well-executed can save a lot of time and money. All too often, campaigns spend money on costly handouts and posters for example, only to find that they are not really being received or noticed by many people because of their availability in the wrong location, or in the wrong language for example.