Development of a safety toolkit for parents is helping to reduce accidents and provide better protection for babies and toddlers
Overview of South West Regional Trading Standards Partnership
The South West is a relatively productive and wealthy region, with a dynamic population, an attractive environment and relatively few, though persistent, pockets of social disadvantage. In recent years, South West England has performed relatively well within a UK economy that, in turn, has improved its comparative position.
With a population of 5 million people, the South West of England Regional Co-ordination of Trading Standards (SWERCOTS) operates to deliver protection to consumers and business across the South West region. SWERCOTS is a partnership of 15 local authority trading standards services, which work together to maintain and improve the quality, consistency and efficiency of Trading Standards services provided to consumers and businesses in respect of Trading Standards Service Delivery, Healthier Communities, Safer and Stronger Communities and supporting the Economy, Enterprise and the Environment.
Around half a million babies and children under 4 are taken to hospital as a result of accidents in the home
Every year aroundhalf a million babies and children under 4 are taken to hospital as a result of accidents in the home[1]. Around 20% of all cases of accidents in the home are to children under 4, and while equipment cannot replace the care and supervision that parents and other carers give to their young children, it can help to reduce accidents. The 5 main items of equipment that are deemed to provide additional safety to young children are cots, highchairs, safety gates, pushchairs and safety gates. Additional safety issuesincluded availability of smoke alarms, safety glass, use of second hand goods, harnesses, storage of dangerous substances and suitability of toys depending on the age of the child.
The need for a child accident prevention initiative was identified as a result of data from a South Hampshire and West Devon Home Accident Prevention Partnership with partners from Police, Fire Service, PrimaryCare Trust, District Councils and the Ambulance Service. They identified accidents amongst 0-3 year olds as being the second highest category of admissions to A&E departments. The issue was taken to the regional SWERCOTSsafety coordinating group in June 2001 to see if there was interest in a regional project in this area.
Similar national home accident (A&E admission) data from the HASS and LASS databases[2]showed that this was an important issue:
- Around half a million children under four were taken to hospital following an accident in the home
- In 2002, around 33 000 children under five were taken to hospital after falling down a flight of stairs.
- The majority of accidents to children aged five and under happen in the home, because they spend most of their time there.
- Children from economically deprived backgrounds are much more likely to die as a result of an accident than those in more wealthy families.
Safety messages and toolkit for Parents
In identifying that there was a problem, SWERCOTSdecided to design a product to advise parents of babies and toddlers about the wise purchase and safe use of essential equipment. The product was designed for use by those from economically deprived backgrounds.
It was also felt that the most effective messages needed to be short, simple and clear. The product needed to be designed to be viewed individually but was also suitable for use in a facilitated learning environment (e.g. when used by a SureStart group). It was also felt that the target group would assimilate the information and key messages better if they were supported by real life anecdotal stories which illustrated dangers and highlighted best practice and simple accident avoidance strategies.The Buy Wise Be Safe (BWBS) toolkit included a 20 minute video, information and teaching package about wise purchase and safe use of the main items of large equipment for babies and toddlers was considered the best approach.
The co-ordination office was responsible for sourcing possible routes for funding the project. SWERCOTS were successful in securing funding of£30,000from the then DTI and Royal Society for the Prevention of Accidents (RosPA)for the initial development of the toolkit. The development team brought together a large multi agency consultation group comprising of 4 local authorities, the Trading Standards regional policy officer, a health worker, an Environmental Health Officer, a ROSPA representativeand a representative from industry who ran a business supplying safety equipment for small children. Although the initial consultation group was much broader including e.g. fire service and voluntary sector groups e.g. National Childbirth Trust.The research provided by these partnersstated that the purchase and safety information was most relevant during pregnancy, when prospective parents have the enthusiasm (and time and energy) to take in basic safety messages and before they had purchasedkey items of nursery equipment.They also suggested that the DVD needed to contain messages across a range of issues and agencies, not just Trading Standards.
These key messages were incorporated into the content of the DVD e.g. including advice on scalds, poisonous substances, smoke alarms, protective glass etc. Many accidents can be avoided by straightforward advice about safety standards, how to use equipment appropriately, entrapment hazards and safety devices. The material is targeted at people who are about to become parents and parents and carers of babies and toddlers up to the age of 3. It was also suitable for use in training professional carers, e.g. nursery staff, health visitors etc.
Amultidisciplinary task and finish group (including members of SWERCOTS Consumer Safety group, a health worker, a business representative from the nursery goods supply sector, and including the regional policy officer) then came up with a detailedproject specification and managed the project to completion.
The film appeals to a wide audience including schools, sure start, nurseries, PCT, midwives, Health visitors, home safety advisersand combines real education and an appreciation of safety issues, with enjoyment and entertainment.
The regional policy officer played an integral role in the management of this project,getting the relative partners on board and organising the initial consultation on the aims of the project. This included the full range of stakeholders, public sector agencies (Trading Standards, Environmental health, Fire service), health care (midwives and health visitors), Surestart centres, voluntary sector including Natural Childbirth Trust, business, ROSPA etc.. Another major element of this project was the selection of a production company to make the video and consequent liaison with them throughout the editing process.
Indeed the script for the film and the written materials went through rigorous checks with safety experts in various fields, including trading standards, health and fire and rescue.
After a pilot of the toolkit, the toolkit was first launched in 2004.
Toolkit available across half the UK
In early 2004 a launch event was organised by the co-ordination office and the product was also showcased at TSI Conference that year. Masters of the toolkit were purchased by 5 of the Trading Standards regional groups e.g. Wales (WHOTS), Scotland(SCOTTS),London (LOTSA) , East of England (EETSA)East Midlands (TSEM) and all 4 regional branches of ROSPA. The master cost £700 + VAT. The majority of the toolkit in the south west were distributed for free via Sure Start centres, Primary Care Trusts , nurseries etc
Ongoing support has been required via the co-ordination office to ensure relevant partners have remained aware of the pack and the occasional update changes including flyers, banners, press releases and other media notices in magazines have all been prepared. The toolkit has also been adapted for the SWERCOTS public site Several authorities have had specific adaptations made to the toolkit for their individual authority – both within the region and externally. In the WHOTS the pack has been translated into Welsh and badged for their region, through the purchase of a Master copy. The DVDs are used regularly by health visitors, child care staff and many authorities now provide the DVD in partnership with their PCTs though local maternity units, where e.g. the DVD is provide free to all expectant mums when they attend for their 20 week scan.The DVD and supporting material is also available to view online through the SWERCOTS website.
Toolkit and DVD still in demand
The success of BWBS surprised us all and nearly three years on from the original launch which was via health practitioners across the SW region, it was agreed to update the film and materials and produce a DVD with an accompanying safety booklet. This was aimed specifically at individual parents and carers and was distributed across the south west with the help of midwives, who hand it out with the ‘bounty’ packs for prospective parents, when they first register for the birth. Again this took a considerable amount of co-ordination from the regional office, not helped by the fact the PCTs in the region do not map onto the TSS areas. With a lot of negotiation from the central office and safety specialists, eventually all PCTs agreed to take part. In the SW, throughout 2007 and early 2008, a total of 55,000 copies of the revised toolkit were distributed via midwives in the region. This reflects the increase in the number of births across the region rising from 51,476 in 2003 to 58 742 in 2008.[3]
Success Factors
Ultimately without regional co-ordination supporting this project it would not have happened or have had the longevity of success. Whilst the DTI funding helped with the initial development of the resource, these funds were used up by the time the first launch. The 2007 revision, management of the project and subsequent distribution via midwives was all sourced within the SWERCOTSco-ordination budget (which is funded by contributions from the 15 local authorities within SWERCOTS, small contributions from various projects and income from the DTI (proportionally 6:1:3))
In June 2008 a press release in Devon highlighting Child safety DVD offers advice to new parents. It waspromoted as part of National Child Safety week. (23 - 30 June). The DVD has been produced by Devon County Council Trading Standards Service, working together with the South West Trading Standards Partnership (SWERCOTS), and is being distributed by health professionals and community groups.
Councillor Brian Berman, Devon County Council Executive Member for Communities, said: "This 20 minute film offers clear and simple advice to parents and carers to make their homes safe for children aged up to three years old. It covers a broad range of issues such as product safety, avoiding scalds through spills, fitting smoke alarms, stair gates, and putting medicines and chemicals out of reach. It is welcome news that even more parents will be able to benefit from this valuable resource as the film will now also be available online at
Community midwives from the Royal Devon Exeter hospital maternity unit and health visitors are giving pregnant women the DVD to help their preparations for parenthood.
RDE midwifery matron Maria Patterson said: "There's a lot to think about and do when preparing for the arrival of a baby so being able to watch a DVD in the comfort of your own home is a useful way of learning about practical steps to keep your child safe. Raising awareness about accident prevention is important and I am sure our colleagues in emergency department would support any initiative which could reduce the number of injured babies and young children."
Feedback from both professionals and parents has been hugely supportive. The toolkit is still requested on a regular basis. In 2009 Devon has placed an order for a further 10,000 DVDs and Plymouth council make several references to it in their newly developed ‘Toddlers toolkit for nurseries”. In a climate where many authorities are seeing an increase in second hand sales, the DVD remains hugely relevant.
SarahWorne - Family Learning Coordinator Cornwall Adult Education service-non-profit making organisation delivering free courses to families in the deprived areas of Cornwall.
“A copy of your video ‘Be Wise-Be Safe’ has recently ‘landed’ on my desk. This fits in really well with a course we deliver base on “raising awareness of safety and the family – in the home and community and we also aim to have your resource running during recruitment days for this course.”
Bristol Trading Standards have an agreement with their Primary Care Trust to continue supplying BWBS for free to a first scan mothers until April 2011. The January 2010 they have also sent DVDs and the teaching packs to 5 new children’s centres (on request). Laura Lewis from the Footprint Children Centre, Bristol commented
“Lots of our mums have found the DVD really useful and have commented on how good it is to have so much information in one place, with it all being very ‘hands on’ and easy to understand”
The toolkit is still requested on a regular basis. In 2009 Devon has placed an order for a further 10,000 DVDs and Plymouthcouncil make several references to it in their newly developed ‘Toddlers toolkit for nurseries”. In a climate where many authorities are seeing an increase in second hand sales, the DVD remains hugely relevant.
100128 SWERCOTS Case Study V101
[1]The Royal Society for the Prevention of Accidents (ROSPA) Home Accident Surveillance System (HASS) available Data available for 2000-2002.
[2]The Royal Society for the Prevention of Accidents Home Accident Surveillance System (HASS) and Leisure Accident Surveillance System (LASS) available. All data relates to UK estimates for 2002.
[3]