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CHAPTER NINE: OPTIONS FOR THE FUTURE

9.1 INTRODUCTION

This study has identified a variety of potential steps which could be taken to increase membership of the CTCS in areas of high deprivation. This section sets out the range of options available, and their advantages and disadvantages. Following the Advisory Group meeting on 22 February 2006, the preferred options will be further developed into recommendations for the future.

9.2 FUTURE OF THE CTCS

Prior to taking forward any of these options for increasing membership in deprived areas, it is important to consider the future of the CTCS as a whole. With the current contract for the CTCS expiring in 2008, Road Safety Scotland will need to think about whether they are committed to continuing with the CTCS after this date. Some of the options outlined below would represent significant investments in promotion of the CTCS, which would clearly not be appropriate if the Club was going to cease in 2008.

As the focus of this research is increasing membership of the CTCS in areas of high deprivation, the options below largely assume that the CTCS will continue operating in the medium term future.

9.3 REVIEWING THE FORMAT OF THE CLUB IN AREAS OF DEPRIVATION

Although discussion with key stakeholders identified a general positivity about CTCS resources, many of the barriers faced by families in areas of deprivation relate not only to the process of registering with the Club, but also the resources provided. Taking a clear decision on the resources to be provided to CTCS members and partners has a major impact on the options for the Club in terms of registration processes and partnership arrangements.

As a result, it is important for Road Safety Scotland and its partners to start by clearly establishing how the CTCS resources could most effectively meet the needs of families in areas of deprivation. Once this has been established, decisions regarding the registration process, awareness raising and support available can be taken forward.

9.3.1 Option 1: Maintaining the status quo

The first option would be to continue to operate the CTCS as it currently operates, providing six workbooks at regular intervals to those parents/carers who register with the Club. Complementary packs for professionals would continue to be purchased from dbda- for nurseries/playgroups and childminders. The Health Visitor Pack would be discontinued (as previously agreed) due to time pressures.

9.3.2 Option 2: Upgrading the current arrangements

Another option would be to maintain the broad CTCS format, but to liaise with dbda to introduce a series of basic improvements to the resources. This would involve updating the six workbooks to make them more user friendly and modern, in consultation with parents and professionals.

A key aim of this update should be to ensure that the needs of children with Additional Support Needs - including learning difficulties, behavioural problems and physical disabilities - are taken into account. Previous research has demonstrated a desire for mainstream resources to be applicable to children with Additional Support Needs, and parents/carers in this study highlighted the value for all children of ensuring that safety messages for children with physical disabilities were included in the resources. This element of the update should be undertaken in partnership with relevant representative bodies for children with Additional Support Needs.

The review should also aim to make the resources more interactive, exploring the potential of introducing online games and DVD resources. This would be beneficial for all parents, but particularly parents with literacy difficulties and children with learning or behavioural difficulties.

Consideration should also be given to reviewing the other CTCS resources, particularly the Childminders Pack which has fallen out of use in recent years. This would ensure that the reintroduction of this pack meets the needs of childminders. The potential of a much simpler pack for Health Visitors and other professionals working with young children could also be explored. This type of pack should focus on assisting with registration rather than using resources with children.

9.3.3 Option 3: Introducing new resources

Another option, which could be pursued in conjunction with Option 2, is the introduction of new CTCS resources. The key focus would be on developing a resource which was suitable for adults with literacy difficulties. One potential option is to adopt the CTCS Early Steps pack which was developed for parents with literacy, learning or language difficulties. The pack uses much simpler language than the current CTCS workbooks and also includes audio resources (a song and story tape) and games. Basic road safety messages are also displayed in a range of community languages.

Prior to introducing this resource, Road Safety Scotland should consult with parents and professionals about its applicability. The results of this consultation should be considered when deciding whether to adopt this new resource or to work with dbda to develop a more suitable package.

Consideration should also be given to whether this new resource would be an addition to the existing resources, or a replacement. There are a number of options:

Option 3a: Introducing basic CTCS materials at an earlier age

Firstly, the resource could be distributed to all parents at an earlier stage - say when their child is two. Parents would then have the option of registering for the full CTCS as their child turns three, if desired. Parents with literacy difficulties and those for whom English is not their first language would then be getting at least the basic CTCS messages, even if they do not subscribe to the full CTCS. However, as with the Book 1 trial in Glasgow, this could result in parents not registering with the Club or registering at a later date as they are still working through the initial materials received.

Option 3b: Offering basic CTCS materials as an alternative

Another option would be to offer parents the opportunity to sign up for this simpler resource at the point of registration. This would require support and advice for parents at the point of registration, but could be a way of ensuring that people receive the resources they desire.

Option 3c: Offering basic CTCS materials as a replacement

Finally, the simplified resource could replace the existing workbooks and be distributed to all registered parents. This would have to be explored further with parents, however, as overall feedback on current CTCS workbooks was generally positive.

9.3.4 Option 4: Undertaking a full review of CTCS format and resources

The final option would be to undertake a full review of the CTCS format and resources. This approach has proved useful in other areas which have developed Clubs recently, where professionals from all relevant fields have been brought together to consider the most appropriate format for the CTC in their area.

If such a review was undertaken in Scotland, this should involve parents, professionals in the early years sector, as well as those working with children with Additional Support Needs, families for whom English is not their first language and adults with literacy difficulties. This review would consider views on all existing resources and aim to develop a format for the Club which would best suit all key stakeholders.

The issues to be considered as part of this review would have to be fully developed, but at this stage it is envisaged that it could involve consideration of:

• The age at which children should receive materials - is three still viewed by parents/ carers and professionals as the best age to begin building road safety awareness in young children?
• The materials which should be provided to parents/carers and children - what type of materials would convey road safety messages most effectively to parents and children? Do different types of resources need to be available to meet the needs of different parents and children?
• The materials which should be available to professionals - how can professionals receive resources which enable them to raise awareness of and encourage membership of the CTCS?

As Road Safety Scotland is considering the future of the CTCS post 2008, a full review of the Club format and resources could prove valuable in taking a decision on whether to continue using the Children's Traffic Club after this time.

9.4 INCREASING ACCESSIBILITY

This study also identified that improvements to the existing registration process could potentially have an impact on uptake of the Club in areas of high deprivation. This section explores the opportunities for ensuring that the registration process does not act as a barrier to membership.

9.4.1 Option 1: Eliminating the registration process

The first option would simply be to get rid of the process of registering for the CTCS, with all parents automatically being sent these resources. In many cases, the fact that parents/carers had to be proactive in joining the Club was seen as a potential barrier, and this approach would address this. In order that this approach was not seen as intrusive, parents would have to be offered the opportunity to opt out of receiving the resources.

There are a number of issues to consider in relation to this option. Firstly, there is the issue of data protection. The Child Health Index is currently used to distribute invitations to join the Club, with parents responding to dbda with their name and address if they are interested. This approach means that information is not passed from the Health Board to dbda, and parents give their permission for their details to be used to send the resources out. The only way in which the registration process could be removed therefore would be through asking the Health Boards to distribute the CTCS resources to parents directly.

While this would have to be explored with Health Boards, it is likely that this would be viewed more positively if the resource was sent out as a 'one off' pack for parents. The distribution of six workbooks at three monthly intervals could be a complex task for Health Boards to undertake, particularly if parents were able to opt out of the process. This means that any review of Club format - as suggested above - would have an impact on the potential for removing the registration process.

Another issue to consider is the valuable information which is currently made available by the process of registration. The uptake statistics gathered give a clear idea of which areas have particularly low CTCS uptake, and promotional activity can be targeted in these areas. Without the registration process this information would not be available. Monitoring activity would have to focus much more strongly on how the resource was being used by parents and carers - which could be more time consuming to establish.

9.4.2 Option 2: Improving the existing registration process

All further options focus on retaining the process of registration. The first option would be to continue the current process of using postal registration as the primary way of joining the Club, with the focus on improving this method. This would involve simplifying the registration pack distributed to parents, making the information shorter and simpler. The potential of providing information in different languages could be explored.

It would also be useful to focus on improving relationships with the Health Board staff/ team responsible for distributing the CTCS registration packs. It would be useful to find out more about the process in each area to ensure that invitations are distributed as efficiently as possible. It may also be appropriate to invite staff responsible for this activity to attend an awareness raising workshop on the aims of the CTCS, in order that this task is more meaningful for the staff involved. This approach would ensure that any procedural difficulties resulting in parents/carers not receiving invitations are identified and minimised.

9.4.3 Option 3: Introducing new registration methods

This study identified an interest in introducing a range of registration methods, with most interest in online and text registration. At present, the Children's Traffic Club does have a website but it is not possible to register for the Club online. These opportunities - particularly the online registration - would have to be pursued in conjunction with the options outlined in Section 9.4.4 below - introducing flexibility in the registration process. For example, if online registration is offered, Road Safety Scotland would have to consider whether any parent interested in the resources could register, or whether they would have to have first received a written invitation to join the Club.

9.4.4 Option 4: Introducing flexibility in age of membership

The current process of CTCS registration is relatively inflexible - offering parents/carers a chance to join the Club as their child reaches an age which is defined as appropriate (currently three to three and a half). However, as children develop at different paces, three to three and a half will not always be the age at which parents wish to teach their children about road safety. This will be a particular issue for children with Additional Support Needs - particularly learning difficulties - for whom CTCS resources may be appropriate at a much later age.

There is an option, therefore, to offer more flexibility in the age at which children can register with the Club. One option would be to allow parents to join the CTCS when their child is any age. While the focus could remain on children aged three to five, parents could be reminded that the resources may be useful for children of other ages in certain circumstances, and given the option of joining the Club at a later date. This approach could work particularly well if partnership arrangements were developed with organisations supporting families with children with Additional Support Needs, and promotion of the Club undertaken through this route (see Section 9.6 for more detail about partnership arrangements).

Offering more flexibility in the age at which children can join the Club could also help to increase membership levels in areas where parents may have missed the original invitation to join. If partner organisations are able to promote the Club to parents of a wider age range than three to three and a half, this would mean that parents of four and five year old children may be interested in receiving the resources. If this approach was taken, Road Safety Scotland would need to consider whether it would be appropriate to send all six workbooks out at the same time for older children, rather than at three monthly intervals.

9.4.5 Option 5: Offering more opportunities for registration

Although in many areas the CTCS is promoted by Road Safety Units, nursery schools and Health Visitors, in many cases the postal invitation distributed by the Health Board will be the only opportunity which parents/carers currently have to join the Club. A key barrier to membership is that parents simply did not remember receiving this invitation. Offering more opportunities to join the Club could be a key way of increasing uptake.

Option 5a: Reminder letters

Firstly, reminder letters could be issued to parents/carers who have not joined. However, dbda has indicated that this approach has not been particularly effective elsewhere, and parents were keen for face to face promotion of the Club rather than written communication.

Option 5b: Offering registration through partner organisations

With face to face promotion the preferred route for parents/carers, the option of promoting the Club through partner arrangements with other organisations could be critical to increasing uptake. This could act as a reminder for parents who have received the CTCS invitation and a second opportunity for those who do not remember receiving it. Partner arrangements are considered in more detail in Section 9.6.

9.5 ENSURING EQUALITY

An important element of the CTCS is ensuring that all parents have the opportunity to register with the Club, and that certain groups or communities do not face barriers to joining the Club. In relation to areas of high deprivation, the two key groups identified as potentially experiencing particular barriers to joining the CTCS are adults with literacy difficulties and parents/carers who do not read English. There are a number of ways in which barriers to joining could be reduced for these groups:

9.5.1 Option 1: Providing registration materials in different formats/ languages

At present, registration materials are relatively lengthy and there is the potential to simplify these to encourage membership amongst those who have difficulty understanding written material in English. Firstly, the written materials could be simplified, involving adult literacy professionals to ensure that materials are developed in an appropriate way. Secondly, consideration could be given to introducing basic information about the Club in a range of community languages. In both cases, information could be provided about the resources available for these groups - for example if a basic resource had been developed for people with literacy difficulties, or if materials were available in community languages.

9.5.2 Option 2: Providing CTCS materials in different formats/ languages

The potential of introducing CTCS materials tailored for adults with literacy difficulties has been raised in Section 9.3. There is also potential to consider introducing CTCS materials in different languages. This could be challenging, given the range of different languages spoken - particularly as often areas of high deprivation (particularly in Glasgow) can have significant asylum seeker communities speaking a wide range of languages. However, it would be possible to produce the materials in a small number of the most common languages.

Alternatively, the CTCS could adopt a similar approach to other CTC areas and produce basic information - but not full CTCS materials - in a range of community languages. This approach would be less resource intensive and would ensure that basic information is available to most communities.

9.5.3 Option 3: Supporting vulnerable groups

For some, even simple written material will not be understandable or will not encourage membership of the Club. Another way of ensuring that all parents in areas of high deprivation have the opportunity to register with the Club would be to provide support to vulnerable families in registering with the Club.

Although other options have been highlighted regarding simplifying the registration process and offering different methods for registering, it is likely that a number of parents - particularly those with literacy difficulties or those who do not read English - will still require assistance and support in understanding the aims of the Club and completing the registration process.

A network of support could be developed through establishing partnership arrangements with organisations working with families across Scotland. This support could not only be available to assist with the registration process, but also in the use of the resources. This may be a particularly useful approach for families who do not read English, meaning that organisations could offer support to parents/carers in using the resource with their children. The opportunities for establishing partnership arrangements are explored in more detail in Section 9.6.

9.6 DEVELOPING PARTNERSHIP ARRANGEMENTS

Many of the options outlined above emphasise the importance of ensuring that the CTCS is promoted to parents/carers in areas of high deprivation through a range of different organisations, agencies and projects. There is also a strong interest from those working with parents/carers and children in areas of high deprivation to work with the CTCS to ensure that road safety messages are conveyed.

9.6.1 Option 1: Strengthening existing partnership arrangements

The CTCS is already promoted by Road Safety Units, nursery schools, Health Visitors and childminders across Scotland. However, the approach in each area varies considerably, and in recent years relationships with childminders and Health Visitors in particular have tailed off in many areas. These partners have been identified as key players in promoting the CTCS in areas of high deprivation, and ensuring that relationships are maintained and strengthened could be a key factor in increasing membership levels.

9.6.2 Option 2: Developing new partnership arrangements

This study has also identified a wide range of organisations keen to work with Road Safety Scotland to promote the CTCS at a local and national level. While a number of national organisations have expressed an interest in assisting in promotion, it is clear that building these relationships will have to focus strongly on developing contacts and raising awareness at a local level through working with local groups, projects and initiatives. Building and maintaining new partnership arrangements would have to involve clear targeting of areas of high deprivation, and intensive working with organisations and projects working with families in these areas.

While this approach would be resource intensive and time consuming, it has been consistently identified by parents, carers and professionals as the most effective way of increasing membership of the CTCS in areas of high deprivation.

Partnership arrangements could focus on:

• Raising awareness of the CTCS - this could be undertaken with parents from the birth of their child, to ensure that they know to look out for the CTCS invitation
• Assisting in the registration process - this could target vulnerable parents/carers who are unable to complete the form or require support in doing so
• Support in using CTCS materials - once registered, some partner organisations may be prepared to offer support to parents and carers in using the materials
• Creating local clubs - there may be the potential to bring together parents and children to create a more interactive 'club' including shared use of the materials and competitions
• Making links with other relevant initiatives - there may be potential to link with local initiatives in promoting the CTCS, particularly those promoting other safety campaigns to parents, carers and young children.

Option 3: Working in partnership with parents, carers and children

This research highlighted that word of mouth can be a powerful tool in promoting campaigns such as the CTCS. There is potential to work with parents, carers and children to attempt to foster promotion of the Club through word of mouth. One potential would be to introduce 'Tell a friend' leaflets in the CTCS materials which children and/ or parents could use to give to their friends and encourage them to join.

9.7 MONITORING PERFORMANCE

In taking forward any of these options for promoting uptake in areas of high deprivation, it is important to ensure that the effectiveness of these actions can be measured. At present, it is difficult to correlate areas of high deprivation with uptake levels for the CTCS.

9.7.1 Option 1: Strategic approach to identifying areas of high deprivation

One approach to targeting areas of high deprivation would be to identify a partner (Communities Scotland is one possibility) with a Geographical Information System which could correlate neighbourhoods in the top 10 or 15 per cent of the Scottish Index of Multiple Deprivation with postcode areas - the level at which CTCS membership information is currently provided. This would enable Road Safety Scotland to identify postcode areas across Scotland which are defined as 'areas of high deprivation' and correlate these with uptake figures. Areas demonstrating high levels of deprivation and low uptake levels could then be targeted.

This approach would mean that as membership information continued to be provided on a postcode basis, the impact of promotional or partnership building activities could be measured and monitored.

9.7.2 Option 2: Local approach to identifying areas of high deprivation

An alternative approach would be to work with local organisations - including Road Safety Units, Community Planning Partnerships and the local authority - to identify postcode areas which should be targeted. Local organisations would have a clear idea of the neighbourhoods with concentrations of deprivation and would be able to suggest which areas should initially be targeted.

Through involving local agencies it may be possible to target certain areas with particular issues regarding CTCS membership - such as adult literacy, high minority ethnic or asylum seeker population, or high proportion of children with Additional Support Needs. This approach may be particularly appropriate in rural local authority areas, where deprivation is not always picked up by measures included in the Scottish Index of Multiple Deprivation.

9.8 CO-ORDINATING CTCS PROMOTION

This research has identified a range of potential ways in which membership of the CTCS could be increased in areas of high deprivation. In order to take these options forward, however, it will be necessary to consider how future CTCS promotion will be co-ordinated. Many of the options identified would require the dedication of a significant time commitment from an individual or individuals with clear responsibility for promoting the CTCS in areas of deprivation. There are two main ways in which this co-ordination role could be filled.

9.8.1 Option 1: Appointment of a dedicated CTCS officer

The first option would involve the appointment of a full or part time staff member with responsibility for promoting the CTCS in areas of high deprivation. The nature of the contract would depend significantly on which options for increasing uptake are taken forward. If all options are taken forward it is likely that this would require a full time post for at least a year, during which initial partnership arrangements could be established and the format of the club reviewed. After the first year it is likely that the level of activity required would reduce slightly, with a focus on maintaining existing relationships and providing a central point of contact for enquiries.

The key responsibilities of the CTCS officer would include:

• Co-ordinating a review of the CTCS format
• Co-ordinating the development of new/ improved resources as appropriate
• Identifying target areas for partnership building activity
• Developing and maintaining relationships with partner organisations
• Developing guidance for professionals to enable CTCS promotion at a local level
• Acting as a key contact point for CTCS enquiries.

It is important to stress the proactive nature of this post, with the main focus of activity being on identifying and contacting potential partners, and pursuing opportunities to raise awareness of the Club in areas of high deprivation. This staff member would be based within Road Safety Scotland.

9.8.2 Option 2: Re-structuring existing Road Safety Scotland responsibilities

Alternatively, there may be potential for Road Safety Scotland to restructure staff responsibilities to allow an existing member of staff to take on this responsibility on a full or part time basis. At present, two staff members have responsibility for co-ordinating the CTCS as a part of their activities. However, neither have specific responsibility for increasing uptake in areas of high deprivation.

This option would involve the creation of a post - on a temporary full or part time basis - which was specifically dedicated to increasing CTCS uptake in areas of high deprivation. The role and responsibilities of this staff member would be as outlined in Option 1.

9.9 Summary of future options
Reviewing the Club format in areas of deprivation

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