However, when a family portrait drops through your door that is similar to the traditional studio-shot photo, but shows a family in tears, the result is rather unnerving, odd and definitely intriguing.
Flipping the door-drop over, it's clear the piece highlights the dangers of level crossings, complete with some sensible dos and don'ts. This piece is brave, unapologetic in its approach and very hard-hitting. It manages what every piece strives to do and many fail to deliver - it makes itself a must-read.
It was therefore a shame that the piece wasn't longer than a one-sided A5 leaflet. This was probably due to marketers' obsession with keeping things short. I appreciate we are a time-poor society, but I was genuinely interested to read more.
I did wonder, though, who this piece is targeting. Parents, so that they can inform their kids? But then it mentions that a high percentage of those hit are over 60, so is it aimed at the over-60s? Does it really matter as long as the message is out there? I, for one, will approach level crossings with care, so Network Rail has done its job.