OUGD405 - Job Description / Purpose / Target / Point of Delivery

Job Description

Studio brief 02 requires the production of a public information leaflet, which effectively communicates the keys facts, details and knowledge I have identified within Study Task 03 and research thereafter.
The leaflet, which should be no larger than 35.3 cm by 25cm, needs to communicate identified information in a clear, understandable and engaging format, whilst being suitable for purpose and target audience.

Purpose

The leaflet I plan to produce will be concerned with the different types of Pedestrian Crossings. The purpose of the leaflet is to inform and share their similarities, differences, identifiable features and how both pedestrians and drivers alike should engage with them in an attempt to influenced and inspire a more knowledgeable society in the sector of road safety.

Target

The target audience for the leaflet begins at 17 year olds. This decision is based on the fact that it is at this age teenagers become eligible to begin learning to drive, however they must first pass their theory test - on which questions on types of pedestrian crossing and how to identify them will be included. It is also a significant age in the transition to independence and young adulthood in which becoming informed on a more substantial level of road safety is required (again considering the desire and ability to drive).
This target age continues to rise up until it reaches adults aged 35 (even beyond). A survey carried out in 2013 found that the average age for couples to have their first child was 30. Considering this, parents should be informed on a distinct level of road safety themselves so that they are able to teach children the facts and pass on the information of how to safely cross the road to young children. They themselves most likely are not aware of the development in technology featured on some crossings, and therefore re-familiarising themselves with updated information would be beneficial for them and generations to come. The leaflet will be produce for both male and females.

Point of Delivery


The point of delivery for the leaflet needs to be decided primarily considering the target. Below is a list of potential points of delivery and why:

• Sent in the post with provisional driving licenses - This provides those new to driving and theory with an immediate source of information and knowledge to progress from.
• Given out/available at driving test centres - Drivers taking their tests will be supplied with a comprehensive guide on pedestrian crossings and a reminder on how to engage with them once they begin driving independently. It will be a point of reference. 
• Fixed to posts at pedestrian crossings - Rather than sending out leaflets by post to every home, this provides pedestrians with the option to engage with the leaflet, which they are more likely to do if they feel they have freedom in the receival of information.