Leaflet Deconstruction ‘The two reasons I need to quit.’ & ‘Stop smoking, Start Living.’

Name and purpose The leaflet “The two reasons I need to quit” is made by The Rotherham NHS Foundation Trust and is supporting the campaign for a smoke free Rotherham. It is designed to advertise the services available around Rotherham offering help and advice for people who want to quit.

The target audience for this piece is people who live in Rotherham and are able to take advantage of the services being offered. In terms of age it could be ranged at a wide range as many different aged people smoke. It is aimed at both genders and no specific occupation. As smoking is something that affects a vast range of people there is no specific audience in terms of demographics. In some ways this article is aimed at parents as it has been influenced by the thought of wanting o it for the sake of your children.

Factual Communication ‘Nine out of ten smokers who use us would recommend us.’ This is an example of the factual communication: accuracy. The facts and figures that they have used have to be correct. If it is not correct it could be misleading and false advertise the service. In public service advertising this is especially important as accuracy in facts and figures can be used as a way to attract an audience to a particular topic. This fact is used to make an audience realise the advantages of using the service and encourage them to use it themselves. Also, as the images on the front include real people, especially children there will be legal constraints involved. The people on the images have to give their permission and their parents permission to feature on the leaflet. If they do not gain this permission they are breaking the legal constraints.

Additional information The image used on the front is of a man holding his two young children. The article is named ‘the two reasons I need to stop’ This suggests that he wants to stop for the sake of his children. This is an issue that a lot of people face as they don’t want to affect their children's health and so this will hit home for a lot of people and influence their decision weather to stop or not. The only other image used is an image of staff members holding promotional material for the services they provide.

Additional information continued.. The leaflet also includes a map which shows where people can find the service building in Rotherham town centre. It also includes the opening times set out in an easily read way so the audience know when this service is available. The leaflet also includes a number of iconic symbols that people recognize easily. These include the NHS logo and the QUIT-STOP logo.

Name and purpose This leaflet is called ‘GIVE UP SMOKING FREE OF CHARGE’. It is designed and created by the NHS and specifically the Havering area. The purpose of the leaflet is to offer support and advice for people who want to quit smoking. This NHS leaflet on giving up smoking is a part of the anti-smoking campaign, SmokeFree. The article is giving the message that if you stop smoking you can then start living as the sub heading states. This encourages and motivates smokers to make a change to their lifestyle and offers them any help they may need.

Target audience The specific target audience for this leaflet is people who are wanting to stop smoking. It is aimed at people who live in Havering and are able to take advantage of the services being offered in tis area. As smoking is something that affects a vast range of people there is no specific audience in terms of demographics. In some ways this article is aimed at an older audience as they are more likely to realise the affects smoking has on their health and lifestyle. They are also more likely to want to change this and prevent this from affecting them further.

Factual Communication Again, this is an example of the factual communication: accuracy. The facts and figures that they have used have to be correct. If it is not correct it could be misleading and false advertise the service. In public service advertising this is especially important as accuracy in facts and figures can be used as a way to attract an audience to a particular topic. This fact is used to make an audience realise the advantages of using the service and encourage them to use it themselves. Example: ‘Currently 22% of the population smoke’.

Additional information The NHS Logo is one that is recognised widely and so becomes an iconic symbol. The SmokeFree logo also has the same affect. They attract the readers attention and gives purpose of the leaflet away immediately. The colours used also link to this as the blue colour is well-known throughout the NHS. The images on the front of the leaflet give the impression that giving up makes you happier. This could be used to encourage the reader to stop smoking and as the title says start living.