Using a series of infographics would broaden peoples understanding of rabies and create a more engaging set of information for the reader.
Although the video I analysed is very dated, as it was first published at a time when travelling abroad on holiday was relatively new and only just starting to become popular in the Uk, I believe the campaign is still relevant today and in need of an update in the light of recent events in the news, where scandals such as smuggling designer puppies into the UK illegally without proper documentation and vaccinations could pose a huge threat to rabies entering the UK once again.
This report by the Dog's Trust highlights this in detail: https://www.dogstrust.org.uk/press-materials/dt_puppy_smuggling_report_v12_web(1).pdf
This report by the Dog's Trust highlights this in detail: https://www.dogstrust.org.uk/press-materials/dt_puppy_smuggling_report_v12_web(1).pdf
Aims - I want to create an information leaflet that warns pet owners of the dangers of purchasing designer puppies / other animals from places where they may have been imported from other countries. Statistics and figures are to be clearly displayed using interesting infographics to engage the reader and enforce the message that the purchasing of illegally smuggled animals could potentially cause a threat to the rest of the UK's pets, wildlife and general public.
Content - Before starting to design the layout and general design of my leaflet, I wanted to first determine the key pieces of information to be detailed in the publication. As rabies is not yet a present threat in the UK I was keen to avoid covering unnecessary content such as what to do if you were bitten by an animal with rabies and what rabies can do to you etc. Instead I was going to highlight the information from the video covering these main points:
- What would happen if rabies became an epidemic in the UK?
- How could rabies enter the UK? (Puppy smuggling etc.)
- Brief overview of the disease
- Contact Details / Hotlines
The information used within the leaflet will be taken from a variety of reliable research sources.
Listed below is the information I found through my research, separated into relevant subsections to cover all aspects of the leaflet's content.
What would happen in rabies entered the UK?
Source: https://www.gov.uk/government/uploads/system/uploads/attachment_data/file/69523/pb13585-rabies-control-strategy-110630.pdf
'Without rapid and proportionate controls being applied, it is highly likely
that a rabies outbreak would lead to the disease becoming endemic in wildlife and
potentially the domestic pet population in the UK, based on the experience of other
countries.'
In addition to this, according to the public information video if a rabies outbreak occurred in the UK, these are the measures that would have to be taken:
How could rabies enter the UK?
The most likely way that rabies could enter the UK is through an infected pet that has been transmitted the disease whilst abroad and returned into the UK.
To get into the UK, an animal must have proper documentation detailing its history of vaccinations and birthplace et. Without these an animal can not cross UK borders. Recent investigations however have shown a rise in the number of imported animals with forged documents entering the UK. This poses a huge threat to the risk of rabies entering the country as just one infected animal could lead to an entire epidemic.
In addition to this, according to the public information video if a rabies outbreak occurred in the UK, these are the measures that would have to be taken:
- All dogs would have to be leashed and muzzled
- British wildlife would be at risk
- No animal would be allowed to be moved in or out of the infected area
- All cats would be restrained
- Any animal found loose would be seized, taken away and if unclaimed, be destroyed.
How could rabies enter the UK?
The most likely way that rabies could enter the UK is through an infected pet that has been transmitted the disease whilst abroad and returned into the UK.
To get into the UK, an animal must have proper documentation detailing its history of vaccinations and birthplace et. Without these an animal can not cross UK borders. Recent investigations however have shown a rise in the number of imported animals with forged documents entering the UK. This poses a huge threat to the risk of rabies entering the country as just one infected animal could lead to an entire epidemic.
'The movement of potentially infected animals across borders into uninfected regions is controlled by strictly enforcing quarantine regulations. Animals that don't have a licence shouldn't be brought into the UK.
The Pet Travel Scheme is a system that allows pet dogs, cats and ferrets from certain countries to enter the UK without going into quarantine as long as they have been vaccinated. It also means people in the UK can take their dogs, cats and ferrets to other European Union (EU) countries and return with them to the UK.'
Source: http://www.nhs.uk/Conditions/Rabies/Pages/Introduction.aspx
It is thought the increased risk of rabies is due to illegal smugglers being prepared to run the risk of getting caught, knowing that although they will be liable to pay kennel costs they will get the dogs back after three weeks in quarantine rather than six months.
They mostly smuggle puppies into the country because they are easier to sell than mature dogs.
Some of the dogs being smuggled into Britain are coming from Eastern Europe, where rabies is found.
Source: http://www.bbc.co.uk/news/uk-24569593
Rabies: Brief overview of the disease
It's almost always fatal once symptoms develop, but can be prevented if treatment is given promptly after exposure.
Rabies can be spread to humans from infected animals through a bite, scratch or lick to broken skin, the mouth or the eye. You may also be at risk if an animal spits in your face. In very rare cases, rabies can be spread during an organ transplant.
Once it enters the body, the rabies virus multiplies before spreading into nerve endings. It then travels to the spinal cord and brain (the central nervous system). Once the virus is in the central nervous system, it multiplies rapidly and spreads to the salivary glands, lungs, kidneys and other organs.All mammals, including monkeys, can carry the rabies virus.
Symptoms in humans can include:
If you suspect someone of illegally importing animals into the UK Contact:
- a high temperature (fever)
- an irrational fear of water (hydrophobia)
- sensitivity to light (photophobia)
- fear of drafts of air (aerophobia)
- confusion or aggressive behaviour
Source: http://www.nhs.uk/Conditions/Rabies/Pages/Introduction.aspx
Statistics and Figures
There are an estimated 60,000 deaths from human rabies each year worldwide. Most cases occur in the developing world, particularly in Africa and Asia.
There have been no cases of human rabies acquired in the UK since 1902, apart from a case of rabies acquired in a bat-handler from an infected bat in 2002. The last recorded case of rabies in the UK was in 2012. The patient, who died, contracted the disease after being bitten by a dog in India.
Source: http://www.nhs.uk/Conditions/Rabies/Pages/Introduction.aspx
Fatalities from rabies equate from nearly one death every 9 minutes. Most deaths are reported from Africa and Asia with almost 50% of the victims being children under the age of 15.
Source: http://www.cdc.gov/features/rabies/
How to prevent rabies entering the UK
If you are purchasing a new pet make sure you have access to proper documentation of it's vaccination records and know exactly where it was bread and has come from. If you have any suspicions on illegal importation of animals or a potential rabies case you must report it immediately.
If you are bringing in pets from outside the UK you must also follow these guidelines set by the government:
https://www.gov.uk/take-pet-abroad/overview
Helplines/Contact Numbers:
If you suspect someone of illegally importing animals into the UK Contact:
- The Police
- The RSPCA
- Dog's Trust
Inspiration
I then looked into some different designs of leaflets incorporating the use of unusual folding techniques and different ways information can be displayed through the use of infographics and pictograms.
I then looked at the different designs of pre existing leaflets that use more unusual folds in their publications.
This 10 page parallel folded design by Fred Carriedo features a lot of room for information and the cut out corners allow the colour scheme to compliment the other pages. The design is clean and effectively conveys information in a clear and uncluttered fashion.
This Elegant folding brochure promoting HelloVon by the design studio Six, features an accordion style layout with an additional fold down section, allowing even more space to be utilised in the publication for potential information. It then folds back up and folds away neatly an fuss free.
UAL use a combintion of folding and cutout sections in the new design of their information leaflets. The colours are eye-catching but remain simple by sticking to a colour palette of 3 colours for each different design (one being black), and remain cohesive for the same layout of each publication. The use of a cutout section is both eye-catching and interesting yet is extremely cheap and easy to produce. I will consider this is element in the making of my own design.
Another example of more interesting paper folding to make an unusual publication for a relatively low cost.
I am happy that I have looked into a number of different factors that need to be considered in the production of an information leaflet and can now begin to design my own.
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