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
- To highlight good practice amongst Road Safety Officers ( RSOs) in the promotion of the CTCS in areas of high social deprivation
To view the full report, click here.
Published: July 2006