In September 2005, Road Safety Scotland (RSS) and the Scottish Executive appointed ODS to investigate how membership of the Children’s Traffic Club in Scotland (CTCS) could successfully be promoted in areas of high social deprivation. The study had a number of specific aims: * To identify factors that deter parents and carers in areas of high social deprivation from joining the CTCS; * To identify how parents and carers from areas of high social deprivation currently make use of the CTCS; * To investigate whether amendments could be made to the materials to increase membership in areas of high deprivation; * To explore how modifications to the registration process could impact upon membership and use of the CTCS; * To highlight ways in which publicity campaigns could be used more effectively to target areas of high social deprivation; * To explore the potential for forming partnerships with key organisations to help promote the CTCS; * To identify transferable lessons from other UK safety campaigns engaging with parents and carers in areas of high social deprivation; * To identify how Children’s Traffic Clubs in other UK locations have sought to increase membership amongst children in areas of high social deprivation; and * To highlight good practice amongst Road Safety Officers (RSOs) in the promotion of the CTCS in areas of high social deprivation. In order to achieve the above objectives, a wide ranging methodology was adopted which included: * A review of context and relevant research - including previous research into CTCS operations, analysis of uptake figures and correlation with areas of high social deprivation, and discussion of linkages between adult literacy and social exclusion. * Identification of three targeted local authority areas -the research was intended to identify practical ways in which Road Safety Scotland could promote CTCS membership in areas of high social deprivation. Fieldwork was focused in three local authority areas, and this targeted approach enabled consultation with a wide range of stakeholders - including parents, carers, RSOs and potential partners - providing a thorough understanding of the opportunities available to Road Safety Scotland to promote CTCS membership. The areas were identified through analysis of concentrations of high social deprivation and low CTCS uptake, as well as consultation with the CTCS Working Group. The three areas identified were Glasgow, Dundee and East Ayrshire. * Consultation with parents and carers of three to five year old children - five discussion groups were held with parents and carers of three to five year olds in areas of high social deprivation. Discussion groups were held in the three target local authority areas, as well as Edinburgh and Renfrewshire. A total of 24 parents and carers attended. The groups focused on exploring awareness, membership and use of the CTCS; views on the registration process, materials and promotion of the Club; and identification of barriers to joining and how these could be addressed. * Consultation with Road Safety Officers - Road Safety Scotland sent an email invitation to participate in the research to all Scottish Road Safety Units. Initial responses resulted in consultation with RSOs in five areas, exploring the way in which the CTCS is currently being promoted at a local level. These discussions also explored potential barriers to membership in areas of high social deprivation and how these could be addressed. * Consultation with potential partners - through discussion with parents, carers, RSOs and the CTCS Working Group, a number of organisations which potentially could assist in the promotion of the Club in areas of high social deprivation were identified. A range of potential partners were consulted to establish current awareness and promotion of the CTCS and their potential to assist with promotion in the future. The core purpose of these interviews was to develop a group of organisations interested in working with Road Safety Scotland to promote the CTCS. * Exploration of other campaigns - in order to learn lessons from other similar campaigns, the research explored the way in which 'Bookstart', 'Play @ Home' and 'Don't Give Fire a Home' have targeted parents and carers in socially excluded areas. * Exploration of the CTC in other locations - staff involved in the CTC in Wales, London and Salford were also consulted to gather experiences of promoting membership in areas of high social deprivation in other parts of the UK. (During the course of this study, the Scottish Road Safety Campaign (SRSC) changed its name to Road Safety Scotland. This change of name occurred in late 2005. This report refers to the SRSC prior to 2005, and to Road Safety Scotland from 2005 onwards. (Author/publisher)
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