Increasing Membership of the CTCS in Areas of High Social Deprivation

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.