Public Information Leaflet 1.4

Target Audience
Audience for this publication will be predominantly motorists, ranging from the age of 17 - 70+. Everyone needs to be aware of all the dangers to driving which is why my publication needs to be appropriate for all ages. However, younger drivers are more inexperienced and therefor are more likely to have a crash so I aim to make my publication attractive for young people but make the content appropriate for all ages. 

Delivery
The majority of motorists are home owners which is why I think it's appropriate for the leaflet to be posted to the house. This is why I need a heavier stock to give it durability.

Tone of Voice
I have been influenced a lot from the original video and also the DirectGov website because it offers clear and concise information with a serious tone of voice. There are a lot of imperatives throughout the text and the advice is clear and concise. This is because the subject is sensitive as it can effect a lot of motorists. 

Concepts and Mock-Up

I want the delivery of the information to be intriguing to avoid someone binning it as junk mail. I aim for the audience to open it and read it at least once, as the aim for a public information leaflet is to inform and impact its audience. This is why I want to use paper folding as a tool to visually translate the subject of the publication. 

Inspired by the farming safety publication as I liked the way the fold concealed a new message:

Taking advantage of the fold to unveil a motorbike after going into the side of the front car. When the publication is closed, it simply looks like the car is pulling out. However when the flap is pulled, the front of the car will be smashed up. This is why using a fold is a simple way of hiding information to be discovered. I thought underneith the flap would be a good opportunity to put one of the most shocking facts as it draws the audiences attention and impacts them more. I'm not sure whether to print 'LOOK BOTH WAYS' on the cover because I want the publication to be intriguing.

I improved the mock up so that I could be more accurate with the layout:

There is potential to add the postage details on the top right of the flap to save packaging and I could even put it inside a driving licence to connote driving and put the audiences details in to make it personal. I made the car bigger and up so that there was more of the car pulling forward into the road which will give more room for the crash. 

Reveals image of bike/car smashed up. I'm not sure if I should use a fact or figure to support the imagery or just have imagery. I will need to have more pages for information as the imagery takes up a lot of space. I could add information onto the back of the publication but that may not be convenient. Instead I can adapt the current leaflet so that there are more pages. 

Here is a digital representation of the cover:

The dotted line is where the audience can tear off and unfold the publication to reveal the image and information below. This will avoid the extra cost of having an envelope and all the information will be concealed inside. The driving licence at the top shows the postage details.

Here is a net of the current publication concept when it is open:

Thinking about stock, I would like a fairly rigid paper as the publication will need to withstand postage without any protection and also it will have a quality finish and feel. I don't want the card to be too thick so the folds are clean and the ink doesn't crack.