Distribute the Information

The promotional information needs to be well-designed to reach your specific group. Obvious routes would be through such organizations as the Legions, seniors' centres, pharmacies, faith community newsletters, community newspapers, public newsletters and display boards. It is important that you identify the route of distribution of information so that it will actually reach caregivers.

Some thoughts to keep in mind:

1. Most caregivers are women; they are more apt to read articles in Family/Lifestyle sections.
2. Caregivers have limited free time and may be task-oriented when they are out: good avenues may be pharmacies, grocery stores, adult day programs, churches or doctors' offices.
3. Caregivers see themselves as family members; the language used in your information must recognize this role.
4. Information should focus on the rewards as well as the stresses of caregiving; many people still feel that it is a weakness to express their difficulties and so may not respond to an invitation which focuses only on coping with stresses.

You may choose an intensive publicity strategy which includes designing a brochure.

• Designing the Brochure.
  Most of the details of your program should be in place before you begin to design the brochure. Start by making a list of all the information you want included, such as the name of the program, the funder, sponsor, location of the sponsor, dates, guiding principles, perhaps some historical background, workshop topics, location and schedule of the workshops, registration procedures, fee, personnel names and phone numbers.

  One method of organizing the information is to ask: Who? What? Where? When? How? Describe the target audience (you may include a brief section on "Who should attend"), the objectives and content of the workshops, the location, dates and format. Think over the material carefully and condense the final version. Review it with colleagues, friends and some potential participants, if possible. Keep it readable. Use lots of white space. It probably will take four or five drafts before you are completely satisfied. Allow time for this. Fold a piece of paper in the size of the brochure. Most software packages contain ideas for brochures so you may experiment with templates. If you are preparing the layout manually, you will want to "cut-and-paste" for a mock-up version to ensure that the final product is pleasing. Be sure to review the very final copy of the brochure before it is printed as sometimes minor errors are overlooked in the preparation process. It is always a good idea to have someone who was not closely involved in the preparation of the material to proof read it. Consider how many copies you will need and be generous in order to save re-printing costs.

• Information Sheet.
  One of the best publicity tools is a full-page information sheet summarizing the workshop program: a history and description of the program, workshop topics, dissemination strategies, names and phone numbers. It can be helpful to include a few brief comments from previous participants (with identity protected, of course), if that information is available. The document can be continually updated to highlight various stages of the program as they become current. Design of such a sheet has become easier with creative software programs. Distribute copies of this information sheet whenever you make a public presentation on the program or when you have a request for information.

• Distribution.
  Distribute your promotional material widely. Some ideas are: in doctors' offices, hospitals, social work departments, seniors' centres, pharmacies, health charities' offices, public information areas, public service announcements, church bulletins, homecare and long-term care agencies, local community newsletters.

• Use of Media.
  If funds are available, design advertisements for the local papers, giving the information for the first series of workshops: date, time, place, workshop topics, logo (if used), sponsors, registration procedures, names and phone numbers of contacts. This is an opportunity to get local sponsorship as some organizations may be willing to pay for a newspaper advertisement. Modify the advertisements for each additional workshop series by changing the date and location.

Write press releases and articles to submit to the local newspapers, which may lead to interviews and feature articles. Use local radio and TV facilities. Publicity will generate more interest and response in the program. Care for the Caregiver is an idea whose time has come, so you will find the media only too ready to give you space for your ideas. Identify key people in all media who will co-operate with you to promote the program.