October
1996
How
to be an Activist: The Art of Leafleting
By Martin Rowe
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Because of the First Amendment, you can leaflet
or table in any public space, as long as you're not blocking
entrances or causing a disturbance. Now, the definition of blocking
an entrance or causing a disturbance is open to interpretation
- usually by police or security guards. But I've leafleted and
tabled all over the City and have rarely, if ever, been moved
on. Here are a few, if inexpert, tips on how to get as many leaflets
into as many hands without having them thrown away.
1. The Tag Line
You get offered leaflets on the street all the time, right?
Usually, they're for sales and you pass them by. Well, guess
what? That's what
people are thinking about your extremely-important-and-life-changing
leaflet. So, you've got to distinguish yourself. This is where the
tag line comes in. When we leafleted outside the Barnum & Bailey Circus
at Madison Square Garden, we told people passing by that our leaflets
contained, "important information about the circus." That got customers'
attention, and they were glad to take them. Think about a line for
your issue. It focuses people's minds, and they know they're not just
getting information on yet another sofa sale.
2. Location, location, location
The aim is to maximize the numbers of people and minimize your effort.
Thus it's best to be on a heavily trafficked street. Beware, however,
of standing next to an intersection, since people will be more interested
in beating the light, or avoiding people coming in the opposite direction,
than in taking your leaflet.
Sometimes your location will do your work for you, such as leafleting
by a store selling something objectionable. Otherwise, you can always
match up with a friend and have that friend stand 10 feet in front
of you with a poster depicting what you'll be giving a leaflet about.
At least that way when people take the leaflet, they'll be curious.
3. One person at a time.
If the people whose street you're on are walking in bunches, don't
try and give leaflets to all of them. Fix upon one person (usually
the one in front), look him or her in the eye, offer the leaflet and
say your pitch. If you try and catch everybody's eyes, you'll miss
them all. One person leafleted is better than no-one at all. Also,
don't try to leaflet in more than one direction. Take those walking
in one direction, and your friend can take the others walking in the
other direction.
4. Be psychological.
People are curious; but they also tend to do what others do. So, if
one person takes a leaflet, those nearby are going to want one too.
But, if one person sees another refusing a leaflet, they are also likely
to refuse. That's why it's important to get the leaflet into one person's
hand. You'll be amazed how many people will want one!
Avoid places and times where people are likely to be thinking
of getting to work on time or getting the hell home. In these
moods, they're not
going to take anything from anybody - let alone a leaflet on slaughterhouses
from you. Pick a place and time where people have to wait around, or
are eating something, or -žbest of all - shopping.
5. Have your leaflets ready.
While you're waiting for the next bunch of people to come, make sure
your leaflets are organized. Giving a leaflet out is an instantaneous
business: nobody will wait for you to get it the right way round, or
unstick one leaflet from another, or pick up the pile you dropped on
the ground. Be quick and snappy.
6. Hand it over gracefully.
Don't thrust the leaflet into the passer-by's face; that's not where
his or her hands are. Hand it over, assertively towards their hand,
with a smile and making eye-contact. The passer-by should feel he or
she is getting something valuable for them, not that they should take
it on sufferance. Hold out the leaflet in front of you and then follow
the pedestrian with your leaflet so that he or she has a better chance
of taking it. I wouldn't run down the street after them, however. It's
not worth the energy, and it isn't all that effective either.
7. Don't discriminate.
No sex, age, ethnicity, or income group is more or less likely to take
leaflets: in the end, whether you like it or not, people are people
(even those in fur coats and with lots of jewelry). That being said,
I wouldn't give leaflets to kids too young to read. Give it to their
parents, who will understand better what is being given to them.
8. Don't worry. Be happy.
You'll probably get yelled at occasionally, told to get a life, told
to help people instead, asked pointless questions, and have ill-formed
and ridiculous opinions thrown in your face. Some people also have
a distressing tendency to crumple up leaflets and throw them on the
ground rather than give them back to you or put them in the trash.
But don't lose heart. I've known people whose lives were changed by
a leaflet, and that makes it all worthwhile. It can also, believe it
or not, be a lot of fun.
See you on the streets!
