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A WALKING STRATEGY FOR SCOTLAND

6. PROMOTION AND EDUCATION

6.1 Implementation of the actions outlined in this document will greatly improve conditions for walking. But persuading people to walk more will also need effective education and promotion. Attitudes do not change overnight, but they can be influenced by long term campaigns. It is essential to raise public awareness to the benefits of walking. This has to be the first step towards changing attitudes.

6.2 The Scottish Executive, local authorities, education organisations, employers, voluntary groups and health services will all have a role to play in promoting walking. It is important that all work together.

Health

6.3 The health benefits to the individual of increased walking have been outlined above. The Health Education Board for Scotland already plays a major role in promoting the health message as do local health promotion units and health care providers. But while people may be aware of the longer term benefits to their health of increased activity and in particular walking, they are often reluctant to make changes to their lifestyle in the shorter term.

6.4 In 2001 the Scottish Executive established the Physical Activity Task Force (PATF). This is a multi-disciplinary team of acknowledged leaders in their fields. They are charged with considering the means to turn around the current levels of inactivity in our society. The Task Force aims to change lifestyles and attitudes so as to ensure that daily physical activity becomes routine for the majority of the population. Walking more is an easy way for many people to increase their daily activity levels and reap the benefits of improved health. The PATF launched its consultation strategy 'lets make Scotland more active' in June 2002.

6.5 There are also many local initiatives to promote the message that walking can contribute to health improvements for, example Glasgow Physical Activity Forum, Pathways to Health, Travelling Green Project in West Dunbartonshire.

Education

6.6 Ensuring road safety is included in the curriculum of every child in Scotland is vitally important. The Scottish Executive Research Report "Road Safety in the Scottish Curriculum" highlighted the fact that the level of road safety education in Scottish schools varied enormously. The Scottish Road Safety Campaign (SRSC) is developing a strategy to promote a more effective and consistent approach to road safety education within the curriculum.

6.7 Safer Routes to Schools work also has a role to play in the classroom context. Some schools have taken the concept into the classroom and used the safer routes message as part of their teaching. In this way children can learn about the wider issues surrounding the travel choices they make, or will make as adults. They also learn how to distinguish between different modes and different routes in terms of their personal safety in different situations. This work can encourage children to consider walking as a valid means of transport for shorter journeys.

6.8 Safety is a key concern for many parents when deciding whether or not to allow their children to make journeys on foot. It is important that parents take a lead role in teaching children from an early age to be careful and to adopt sensible strategies when out walking. Setting the right example is a fundamental part of educating a child in being a safe and competent road user. Schools can build on early parental teaching by incorporating road safety within the curriculum from an early age, as well as working in partnership with parents. The SRSC produces guides for parents on safe pedestrian behaviour - ‘Children As Pedestrians’, ‘Walking With Babies and Very Young Children’ and ‘Under Fives’.

6.9 The SRSC also administers the Children’s Traffic Club in Scotland. This is a free club designed to enable parents and carers to teach their young children key road safety messages in a fun and interesting way. It is funded by the Scottish Executive. Free membership is offered to every three year old in Scotland. The Club aims to improve childrens’ safety skills and knowledge with an education pack, stickers and activities.

6.10 The Scottish Executive is funding a pilot programme of Child Pedestrian Training Schemes which was launched in September 2001. Local authorities can bid for funding to set up and run training schemes to teach 5 and 6 year old children practical road safety skills. Funding is provided for three years and priority is being given to schemes in disadvantaged areas, as research has shown that children from those areas are more likely to be killed in road accidents than children from more affluent areas. The first three local authorities to receive funding were announced in January 2002.

Driver Behaviour

6.11 The Scottish Road Safety Campaign has a Driver Behaviour Strategy which aims to reduce speeding, drink/drug driving, increase seatbelt use and generally improve the behaviour of Scotland’s drivers with the ultimate objective of reducing death and injury on the roads. A key element of this is the ‘Foolsspeed’ campaign, a long term campaign aimed at persuading drivers to drive at appropriate speed for the conditions. This is particularly important in order to achieve a safe environment for pedestrians. It is often the case that drivers feel insulated inside their cars and do not realise the impact of their actions. More care and consideration is required so that pedestrians do not feel afraid or intimidated whilst out walking or waiting to cross the road.

Travel Awareness

6.12 National campaigns such as TravelWise, Green Transport Week, Bike to Work Week and Car Free Day can promote a universal message or provide a focus for local activity. In the summer of 2001 the Scottish Executive launched the Travel Awareness Campaign "Learn to Let Go". It encourages car drivers to try more sustainable modes of transport for some of their journeys.

6.13 Local campaigns can put across a more locally focused message. Local authorities can assist in the provision of information, leaflets and maps of local networks to ensure that people are fully aware of the opportunities for walking. Off-road routes in particular may not be well known and publicised and the provision of better information may help to increase usage. This message is supported by the Executive's environmental awareness campaign "Do a little: change a lot" which emphasises the small actions that, taken collectively, can add up to make a big difference for the environment. One of the two main messages in the 2001 campaign, which focused on climate change, was that people should walk rather than drive short journeys.

Recreation

6.14 This strategy is aimed primarily at increasing walking for functional purposes. It is recognised that walking for recreational purposes is well established in Scotland. Many people gain pleasure and enjoyment from walking as a leisure activity. While the targets referred to in section 3 are aimed at functional walking, it is accepted that in many cases the networks developed for recreational use will be used for both types of walking purpose. Many people choose to walk for functional purposes because they enjoy walking as an activity. An improvement in the walking environment will benefit all walkers and may encourage those who walk for recreation to consider walking for other journeys as part of their daily routine.

6.15 For those who choose to spend some of their leisure time exploring open spaces and areas of the countryside, many Ranger services provide self-guided walks information or programmes of Ranger-led walks and taster sessions to encourage people to enjoy the natural environment. In some places local walking groups have been established and have become self-managing — women’s groups, parents with toddlers groups, over 50s groups. The Ramblers Association Scotland has a network of local groups and there are many hill walking clubs which facilitate trips to scenic places. In terms of the forthcoming access legislation and the need for recreational users to minimise their impacts on the countryside and on those who live and work there, Scottish Natural Heritage will be developing and promoting a new Scottish Outdoor Access Code to guide responsible use of the outdoors.

6.16 The work of the Paths for All Partnership relates not only to the planning and provision of infrastructure. Much effort also goes into disseminating information and raising awareness in an area of the opportunities for leisure and functional trips provided by the local path network. Local authorities also develop and promote local or regional routes on their own land or in negotiation with land owners. By promoting the use of such recreational facilities, this will contribute to the development of a walking culture and perhaps will result in walking being considered more as a viable means of travel.

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