The Back to Sleep leaflets main purpose is to educated expectant or experienced parents on the high risks with cot death. Therefore the parent is their target audience. However, the target audience of the NHS leaflet is more for balding woman, men and children as it focuses on how they are entitled to free wigs and fabric support.
The dimensions and shape of the two leaflets are identical, yet they are folded differently. The NHS leaflet is more of a booklet so it has individual pages, unlike the Back to Sleep leaflet that is a folded A4 sheet folded in half to create four individual pages.
The layout of the text in each leaflet differs and is similar at the same time. The both have clear structured paragraphs and make use of bullet points to highlight key information; the NHS leaflet uses margins to make its leaflet very neat and tidy. Moreover, the Back to Sleep leaflet does not imply margins to define its structure, yet has a clear line where the text starts.
The language used and implemented in the Back to Sleep letter is very easy to read and gives an impression of informality and friendliness towards the reader. It is very understandably worded and does not include any scientific words or jargon that could confuse or putt off a reader. It clearly identifies the point it is making by using titles and sub titles that are very much to the point.
Conversely, the language in the NHS leaflet is extremely formal and uses technical jargon “surgical brassiene” that is probably understood by the reader. The complex terminology and formal wording creates a sense of seriousness in the text, but not too serious that it becomes complicated to comprehend. Its titles and sub headings use simple language to highlight what they convey in the text.
As mentioned before the NHS leaflet uses a very simple colour scheme of a dull blue and grey to give it effect of a serious and formal style, perhaps to encourage an audience that may be possible embarrassed by their baldness. There is no slogan or illustration that would possibly advertise the NHS, yet there is a logo that links identity to the NHS. This leaflet has been purely designed for a simple straightforward way of communicating with people that do not need to be persuaded yet informed. However, as well as being alike in layout, the purpose of the Back to Sleeps is differs because this leaflet is a mixture of persuasive and informing. The colours are much brighter than the NHS leaflet, probably to attract attention to the leaflet initially. This leaflet also contains images of the correct and incorrect way that a baby should lie to avoid cot death. The Back to Sleep leaflet does not contain a slogan either.
To conclude these two leaflets serve contrast and similarities in the purpose, design and information. This is mainly because there target audiences are different in terms of the NHS leaflets reader already has knowledge and is only improving on how they can benefit from free wigs/fabric support. Moreover, the reader of the Back to Sleep leaflet might have none or limited knowledge on cot related deaths.
