The means of delivery is a key part of the strategy for better information. The dissemination of the information can take up as much as half of the total cost of an information project, so it must be planned in from the start.
The key to effective dissemination is to match the means to the message and needs of the audience. There are lots of ways to deliver information, from a slogan on a t-shirt to a video on YouTube. The key is to adopt a method that will work for the target audience and for the type of content you have to deliver.
Traditional methods of delivering legal information by paper leaflet still have many advantages, but the internet is increasingly being used. Its availability 24/7 means it is there when people need it. But despite its popularity, there will always be some groups who can not, or choose not to, use it.
Video is a very effective means of delivery, particularly to engage interest in an issue and to tell people’s stories. Video can be expensive, but the availability of cheap digital video cameras and popularity of YouTube has opened up a new opportunity for delivering rights information. There are already large numbers of instructional videos on topics as diverse as how to iron a shirt or how to put on a condom, and there is clear potential to use this format as a way of delivering rights information.
The mass media is often overlooked as a way of reaching a wide audience – but it is where most people get their information. The press, radio, and television are an effective way of reaching a wide audience – particularly with an awareness-raising message. Most stories won’t make it on to national television, but local press and radio are always on the look out for a story – especially where there is a local connection.