The document summarizes findings from research involving 57 parents in Kirklees, England. The research explored where parents seek information on topics related to their children, such as health, education, activities and childcare. The most commonly used sources of information were found to be friends and family, GPs, health visitors/midwives, and schools. Parents preferred sources they trusted and that could provide tailored, confidential advice. However, some parents were reluctant to seek information from formal sources due to mistrust of authorities or concerns about being judged. The research aims to help the local Kirklees Family Information Service better understand parents' needs and preferences for accessing information.

1. Kirklees Family Information Service
Presented by:
Julie Walker
Fiona Lane
Catherine Wood
Date: Friday 27th August 2010

2. Order Of Presentation
• Background and Objectives
• Methodology and Sample
• Overview: Seeking Parental Information
• Key Information Sources
• Friends and Family
• GP
• Health Visitor/Midwife
• SureStart
• Schools
• Use of Internet and Social Media
• Case Studies
• Information Journeys
• The Ideal Information Source
• Summary and Recommendations

3. Background
The Kirklees Family Information Service (FIS):
• Acts as centre of information for the seven localities
• Offers free information and advice to local families
• Ensures the physical, mental and emotional health of young children and families,
safeguarding them from harm and neglect and aids them to receive acceptable
education, training, recreation, social and economic support
The following information and services are expected to be provided and available to those
who need it:
Research was required to involve parents in the development of the FIS

4. Objectives
• To explore topics that parents require information/assistance or advice on in
relation to their child
• To seek where and how parents look for information/advice and support
• To identify the overall awareness that parents have of the FIS
• To understand the impact of geographical location in the Kirklees area
• To identify whether parents use the Internet and Social Media as a source of
information and advice
• To explore and establish what constitutes the ideal in terms of the range of
topics/issues covered and where parents can access information/support

5. Methodology
3 x community immersion days conducted, each consisting of a series of 30
minute depth interviews with parents from Dewsbury, Skelmanthorpe and
Dalton
Dewsbury
Ravensthorpe
Community
Centre
Friday 6th August
Total: 20 parents
Skelmanthorpe
Skelmanthorpe
Library
Wednesday 11th
August
Total: 20 parents
Dalton
Greenfields
Family Centre
Friday 13th
August
Total: 17 parents

6. Sample
The sample we achieved over the three areas reflects the targets requested as shown below:
Total (57)
Expectant Parents 6
Parents with children under 5 23
Parents with children aged 5-11yrs 14
Parents with children aged 12-16yrs 4
Parents with children aged 17-19yrs 10
Total
Parents of children with a disability 3
Disabled parents 1
Lone parents 10
Teenage parents 4
BME parents 15
Fathers 5
Mothers non BME, in a relationship 27
• In Dalton we spoke to a relatively high proportion of lone parents, with 6 speaking
to us on the day
• In Dewsbury 15 out of the 20 parents we spoke to had BME backgrounds
• In Skelmanthorpe of the mums we spoke to more tended to stay at home with
children until school age

7. Overview: Seeking Parental
Information

8. Parents Reactive to Seeking Information
• When seeking information parents are often reactive to their child and family
circumstances
• Many are unlikely to seek information unless driven by a specific need or
concern
PASSIVE approach to
seeking information
ACTIVE approach to
seeking information
Driven by
specific need
As a consequence:
• Parents can be unsure where to seek information if they have not
encountered a specific concern previously
• Awareness of alternative information sources can be limited

9. Routine Drives Parents Choice of
Information Source
• Parents appear to have a tried and tested routine of information sources
for specific issues
Health of child Learning and
Education
Friends and Family
GP School
Development of
child
Health visitor
• Some frustration and uncertainty encountered when parents are directed to
multiple sources for information
As a consequence parents often do not look outside these sources
and default to sources they ‘know’ and ‘trust’

10. Reluctance to Seek Information from
“Professional” Sources
• Evidence of an inherent lack of trust for authorities and
formal information routes
• Issues with accessing information via professionals include:
– Not providing tailored information
– Lack of trust in validity of information
– Feeling that some issues should remain private
– Concern that parents will be judged
This view was echoed particularly by certain groups:
• Single and teenage/young parents – Often feel
circumstances are different and want tailored information to
reflect this
• BME parents - Strong sense that certain issues should be
dealt with by the parent / remain within the family, rather than
seeking external information
I wouldn’t feel
comfortable talking to
someone who didn’t
really know me or my
child about bringing
them up. I think you
often just get text book
answers (Mum, child
aged 2, Dewsbury)
If I was married and in
my 30’s I’d probably
feel happier talking to
professionals (Single
mum, child aged 10,
Dalton)
“
“

11. Key Information Needs
Information must be tailored to the individual
child and family circumstances
Clear signposting towards information
(particularly for more specialist topics)
Desire for information in one place / easily
accessible from one source
I want to know what the
childcare is that I can
easily get to from here
that is local, I don’t want
to have to search
through everything in
the whole of Kirklees
(Mum, child aged 2,
Skelmanthorpe)
“
(Across parents of all ages) desire for
information on activities and clubs for family
and children*
I just wouldn’t know where
to go to get information on
activities to do around
here. I have tried
everything (Mum, child
aged 5 and 11, Dalton)
“
There isn’t anywhere that
you can get information on
all the childcare providers
in the area, there are bits
here and there but
nowhere with everything
in one place (Mum, child
aged 1 & 3, Dalton)
“
* Could be heightened by time of fieldwork during summer holidays

12. Finding Information on Childcare and Relevant Activities
Applicable to All Ages
0 – 1 year old • Childminders
• Family activities
• No one source stated as delivering
all information needs relating to
childcare and relevant activities
• Information quoted as often being
disjointed and difficult to find
Under 5’s
• Childminders
• Pre schools/Playgroups
• Family activities
5-11 year olds
• Before and After School Clubs
• Holiday clubs
• Family activities
12-16 year olds
• Before and After School
Clubs
• Holiday play schemes
• Family activities
17-19 year olds • Activities for the
family

13. Parental Concerns and Information Sources Vary Dependent
Upon Age of Child
0 – 1 year old
• Health and development
of child
• Emotional wellbeing of
parent
• Friends and Family
• Midwife
• Health visitor
• GP
• SureStart
• Internet
• Red Book
12-16 year olds
• Financial concerns
• Relationship with child
• Learning/development
• Friends and Family
• School
• Internet
Under 5’s
• Behaviour/discipline
• Childcare
• Learning/development
• Health and development
of child
• Friends and Family
• Health visitor
• GP
• SureStart
• Internet
5-11 year olds
• Behaviour/discipline
• Learning/development
• Friends and Family
• School
• Internet
17-19 year olds
• Jobs/further education
• Drugs/Alcohol
• Sexual health
• Emotional wellbeing of
parent
• Financial concerns
• Friends and Family
• Connexions/Job
Centre
• Internet

14. Key Information Sources

15. Key Information Sources
The most prominent information sources to parents of all aged children
Friends and
Family
Schools
Health
Internet
are:
SureStart
Visitor/Midwife GP

16. Friends and Family Often First Port of Call
Why use? What topics?
• Finance: trusted advice
• Discipline: non judgemental
• Health: knowledge of child and
experience
• Activities/childcare: share experiences
 Speak to those who have previous
experience as they trust their advice
 Always available
 A quick reference
 Know personally so can give tailored
advice to their situation
Key requirements
• Confidentiality: (keep issues
within the family/ close group)
• Personal experience: of child and family
• Honest opinion: that parent can trust
• Accessibility and reassurance
Why use over other
sources?
Parents are reluctant to be seen
as ‘demanding’ or ’over-worrying by
professionals, so ask friends/family first to
check whether there is need to seek further
professional advice
Key motivators to turn to family and friends for information are
routine and trust

17. GP is The Default Health Professional
Why use? What topics?
• Health (physical and emotional): the most
obvious place to seek advice from
Key Requirements Why use over other
sources?
 A confidential source of knowledge
 Professional advice
 Free
 Knowledge of family history (occasionally)
 Suitable for all ages
• Confidentiality
• Medical expertise
• Professionalism
• Understanding of individuals needs
• Referral to other agencies/services for
help
• Medical expertise – The serious health
issues that the parents can’t deal with
alone
• Understanding of individuals needs and
has a knowledge of the family history
“ Why go anywhere else?
Key motivation for seeking information from GP is expertise
and knowledge in area of health

18. Midwife/Health Visitor - The Professional Friend
Why use? What topics?
 Informal ‘professional friend’ at home
 Medical knowledge
 Experience
 Tailoring advice to personal needs
 Built up relationship
 Convenience and availability of drop
in centres
• Physical health and development (e.g.
feeding, weaning, sleeping, growth,
diseases/illnesses, routines)
• Emotional health (parent and child)
• Toddler groups/childcare
Key Requirements
• Referral to other services
• Confidentiality
• Medical expertise
• Understanding of individuals needs
• Personal experience (of having children or
looking after children)
I rang my health visitor the other day, I
know I can ring her whenever if I have
just got something I am not sure about
(Mum, child aged 3, Dalton) “
Why use over other sources?
It is professional advice in a informal,
comfortable manner, with someone
they already have a relationship with
Key motivation for seeking information from Health Visitor is trust and
relationship often built up over time

19. School Can Provide An Extra Perspective
Why use? What topics?
 Teachers know the children
 Local knowledge
 ‘Professional’ opinion
 Experience
 Updates on development
 Different perspective on the child
 Can raise issues or concerns
• Behavioural/discipline advice
• General development
• Child’s emotional wellbeing
• Activities/clubs
• Employment/future
Key Requirements Why use over other
• Understanding of circumstances
• Offer a different perspective
• Availability/ Accessibility
• Personal/ Professional experience
• Approachable
• Informal
sources?
• Understanding of child and needs
(more so at primary school)
• Qualified professionals with experience
The use of school in providing information is often quite reactive
to concerns

20. SureStart Offers ‘One Stop’ for Impartial Information
Why use? What topics?
 Referred by health visitor/other
service/friends/other parents
 Information on a range of topics/activities
 Accessible
 Friendly/Informal/Non-judgemental
 Free service
• Behavioural/Discipline
• Childcare
• General development
• Physical and emotional health of
both child and parent
Key Requirements Why use over other
sources?
• Variety of information
• Free service
• Accessible
• Becoming a ‘one stop’ place for
information that people need
• Offer a range of services and advice
• Can speak to parents and professionals
• Local
• Free
• Impartial
Despite mixed awareness of SureStart, for those using it as an
information source it offers informal, friendly advice on a
variety of topics

21. No/limited Awareness of FIS
The majority of our sample were
Awareness unaware of the Family Information
“
Service
Some uncertainty regarding the
format of the Family Information
Service (telephone vs. face-to-face)
From the name would expect the
service to provide a variety of
general parenting information e.g.
childcare, local services
Understanding
Expectations
“
“
Can’t say I’ve ever
heard of it, where
is it? (Mum, Child
aged 2, Dewsbury)
Is that something
like the tourist
information centre
where you can get
leaflets? (Dad,
Child aged 10,
Dalton)
I’d expect them to
know about local
childcare
facilities (Mum,
Child aged 4,
Skelmanthorpe)

22. Use of Internet and Social Media

23. Mixed Internet Use
Across the sample there was mixed use of the Internet
 Parents in Skelmanthorpe were more likely to have Internet access than other
areas and therefore were using it more often as parenting information source
 Main usage of the Internet began with a Google search
 A minority use forums to discuss and share experiences with other parents
 These parents were more likely to sign up for e-mail notifications/newsletters
“ I find the e-newsletters “ “
really useful, being a
first time mum your
never sure how and at
what stages your baby
should be developing
(Mum, Child aged 3
Skelmanthorpe)
If I am ever unsure
about something I
will just type it into
Google and see what
comes up (Dad, Child
aged 2, Dewsbury)
When my baby wasn’t
sleeping I used to be up
all night and I’d find
myself on the Internet
Googling baby illnesses
and scare myself with the
horror stories (Mum, Child
aged 9 months,
Skelmanthorpe)

24. Internet – Offers Mix of Fact and Opinion
Based Information
Why use? What topics?
Why use over other
sources?
 Informal
 Can tailor information received
 Anonymous
 Easily digestible information
(compared to textbooks)
 Offers fact and opinion
 Accessible/Easy to use/Convenient
 Wide range of sources
Key Requirements
 Fact based topic such as - Physical and
emotional health, childcare, activities/clubs and
employment, local environment / information
 Opinion based topics such as behaviour,
discipline, health, food intolerances,
 Private issues such as finances, discipline,
relationship breakdown, family tension and
drugs/alcohol
 Accessible from anywhere anytime
 A range of information and sources
e.g. from professional advisors and the
general public
 Anonymity
 Up to date/ latest information
 Free information
A quick way to receive any form of
information without the aid of other
people, therefore good for private
issues
Internet has a role to play for some parents in providing a
mix of fact, opinion and for private topics

25. Key Websites Used
Health Development Parenting Forums Activities/childcare
NHSdirect
Netdoctors
BBChealth
Google
Pampers
Cow & Gate
NHSdirect
Baby centre
Netmums
Emma’s diary
Google
Kelly mums
Baby centre
Cow & Gate
Netmums
Emma’s diary
Google
Kelly mums
Kirklees council
Google searches

26. Majority of Parents Cannot See Role For Social
Networking Sites
Parents were asked reactions to using social networking for parenting information needs
Barriers to use Motivations to use
Access – mixed levels of Internet access
across Kirklees
Lack of understanding – limited computing
knowledge and understanding of how social
networking sites could provide parenting
information
Anonymity – Social networking sites are
generally not anonymous, which could lead to
parents not wanting to discuss parenting issues
Wariness over source – if the source of the
group was not set up by a professional body then
some parents would feel uneasy about
sharing/discussing information
 Could potentially provide tailored
and relevant information eg. local to
the area
 Opportunity to share experiences
I use other forums but no one knows who
you are on them, I couldn’t rant about my
step mum on facebook! (Mum, child aged
1 and 3, Dalton) “
Concerns about privacy plus confused role of Social Networking
sites in providing parenting information act as barriers to use

27. Internet – Some Feeling Kirklees’ Website Is Not
User Friendly
Minimal usage of Kirklees Council website
Why use? Suggested Improvements
• Desire for easy to find list of local
activities and childcare providers with
contact numbers, updates on what
activities are open and how much they
cost
• Opportunity to provide tailored
information
• Opportunity for parental involvement
via e-mail notifications and forums
• Potential for FIS to have more standout
on website
• For some parents experiences of it
being first port of call in searching for
local area/factual information:
including: Clubs/Activities/ Childcare
providers
Key frustrations with website
• Confusing navigator – parents often
found it difficult to find specific information
on the website, going through various links
to get to the section required
• Experiences of not being able to find all
the information in one place on the site
Potential role for Kirklees Council website to provide local, relevant
and up-to date information

28. Information Journey

29. Example Information Journeys
Whilst talking to parents key recurring themes
regarding information journeys relating to certain
issues can be mapped… taking each in turn…
Childcare Health Activities/ Clubs

30. Information Journey – Childcare
 Advise best and worst places to take child in the local area
 To act as child carers when needed
 To look for local services, contact details and costs
 To search for what aid parents are entitled to for childcare
and how/where to apply
1. Friends
and family
2. Internet
3. SureStart
 To look for local services, contact details and costs
 To search for what aid parents are entitled to for childcare
and how/where to apply
No Main Route!
Parents may find themselves using numerous avenues as there is no one main route to
find this information
Lesser used information sources
Job Centre, Toddler Groups and Schools

31. Information Journey – Activities/Clubs
For activities and clubs there did not appear to be any set information journey just many
places which people accessed information, below are the key sources:
 Information sent home regarding six week holiday clubs and activities
 General information received by some parents regarding SureStart
and after school clubs
 Parents with children under 5 able to take them here and received a
advice on other places they could go outside of SureStart
× Issues with not being able to take older children was a problem for
parents with children of different ages
 Leaflets of activities within and outside of the Library
(NB. However, this may have been skewed in Skelmanthorpe as we interview people within the Library)
School
Websites
SureStart
Library
 Googling for local activities/clubs
× Many tried the Kirklees Council website but found it confusing and
difficult to use

32. Information Journey - Health
The information journey is affected by seriousness of health issue, if serious will
seek medical support first, however, if not urgent will refer to friends and family first
 To check information received from friends, family or GP
 Also used as a reference tool if unable to reach a Doctor
1. Friends
and family
2. Healthcare provider
3. Internet
 Informal advice offered particularly if they have experience
of raising children
 Immediacy
GP
• More “serious”
issues
• Physical
health issues
Health Visitor
• Still need professional advice
but less urgent
• Perceive there to be less of a
need for medication
• Health and Development
queries
NHS Direct
• Out of
hours/emergency
queries
• As a double
check/reassurance

33. Case Studies

34. Case Study: ‘Two parent household with 2 year old,
Skelmanthorpe’
Name: Jill
Age: 31
Household Composition:
Lives at home with her husband and Rose her only child who is 2 years old
Attitude towards parenting:
Jill wants the best for Rose and reads a lot of information and is usually trying
to find out more. She sees herself as a bit of a paranoid parent but her motto is:
‘Do your research first’
Concerns:
As Rose is Jill’s first child she worries about everything under the sun – but her main concerns
are Rose’s general health and her development
Key information sources:
She uses a lot of information sources – the main being her parents but also family and close
friends that have children. She is also likely to use the Internet – but this is usually reactive i.e. if
there is something potentially ‘wrong’ with Rose before booking a doctor’s appointment if needed
The ideal information:
A face-to-face is preferred (giving a personal touch) from someone who has children of their own
(a non preacher). Info about the local area and availability of things such as toddler groups are
key as Jill doesn’t think this is kind of information is currently available in Skelmanthorpe

35. Case Study: ‘BME parent, 5 and 7 year olds,
Dewsbury’
Name: Aamina
Age: 25
Household composition:
Single parent, living with my two children Isabella (5) & Jacob (7)
Attitude towards parenting:
Generally feel that I am good parent, but I have been concerned about how my
divorce has affected my children – due to the fact that my family and I are not on
good terms now
Concerns:
My main concerns centre around environmental/local issues. Currently we are
living in a predominately white area and we have experienced some racial attacks.
I am concerned for my children’s safety and their emotional wellbeing
Key information sources:
I used to contact my family when I had any concerns, but since the divorce my
relationship with my family and the religious leader has become strained. My main
contact now is with the GP
The ideal information:
Local leaflets posted to parent’s homes with all relevant information included
It’s hard
because I don’t
speak to my
family
anymore, the
GP is the only
person I can
really go to
“

36. Case Study: ‘Mum, 14 and 17 year olds,
Skelmanthorpe’
Name: Jayne
Age: 42
Household composition:
Husband, and two children Jake (14) and Gemma (17)
Concerns:
I’ve worried about Gemma, her social circle and use of alcohol and drugs has
been an issue in the past. Now I just worry about her emotional well-being with
her moving out soon to go to University, I just want her to be ok
Attitude towards parenting:
I just want what is best for my children, I don’t want everyone knowing the bad
things they have done so keep issues private
Key information sources:
For some things I will go to friends and family but for more personal serious
Issues we either keep it within the family or go to the GP as it is confidential
The ideal information:
Face to face informal conversations, confidential, with someone who is known
to the family or the Internet as it is anonymous
“ I was worried that
if I contacted an
agency about
Gemma’s drug
use that social
services would
be contacted, so
we dealt with it
privately

37. Case Study: ‘Mum with disabled child aged 17,
Dewsbury’
Name: Jessica
Age: 37
Household composition:
Married with three children Joseph (6), Mathew (8) and
Rebecca (17)
Attitude towards parenting:
I am a busy parent; I’m constantly looking after my children and making
sure that they are happy and have lots of things to do
Concerns:
Main concern centres around Rebecca who has Downs Syndrome.
Generally I am only concerned for her development, as if I have any
‘health’ concerns for her then I take her to the hospital or contact her
personal health visitor
Key information sources:
With Rebecca’s condition being so widely acknowledged I am constantly ‘Googling it’ online to see what
new information is out there for me to learn about it. I find it comforting to be able to speak to other
parents who have children with Downs Syndrome too on forums
The ideal information:
As I have such a hectic life – the ideal information for me would be online: as it is readily accessible and
I can look at it whenever I need to
I don’t worry about
Rebecca’s disability
because we have so
much support from the
hospital and the health
visitor
“

38. Case Study: ‘Single Parent, 14 year old child, Dalton’
Name: Sue
Age: 32
Household Composition:
Single parent with daughter Becky (14) has lived in Dalton all her life, working
part time
Attitude towards parenting:
Sometimes concerned that she has missed out on her life by being a young
mum.
Relaxed attitude towards parenting, especially as Becky has got older
Concerns:
Becky attending school and getting a job and low cost family activities for
single mums and their children
Key information sources:
Feels that the primary school teachers had a better understanding
of Becky than her secondary school does. Family are a key source
of information, most friends have younger children so she gives them
more information than they give her. Wouldn’t think of going to the
Internet for parenting advice although does use it for e-mail/social
networking. Used to use SureStart but had issues with it.
The ideal information:
Would like more information on the Internet about the local area and
things for them to do together
As a young mother I
felt judged going to
SureStart as the other
mums barely spoke to
me, there was no-one
my age for me to relate
to, but I still went for
Becky, I didn’t want
her to miss out
“

39. The Ideal Information Source

40. Ideal Face to Face Information Must be Tailored and
Accessible
• Overall there was a preference for information delivered in a face to face situation
– understanding of individual child and circumstances meaning that information
can be related directly to child
• Drop in centre to provide flexibility for parent to attend
• Easy to find/accessible/central location
Location
Delivery
Topics
• The suitability of those delivering information is drive by
their experience of children but also to some extent
experience of the local area
• Trusted sources are therefore often other parents or
those who have had children and who know/live in the
local area
• Information must be delivered in a non judgemental and
impartial way (as experienced currently with SureStart)
• Topics best delivered face to face are those requiring more
tailored solutions e.g. health, discipline/behaviour/learning
and development

41. Preference For Group or 1:1 Communication Varies
Depending on Needs
Groups One to One
• To share experiences
and learn from other
parents who may be
going through/have
gone through similar
• Useful when parents
want information on a
topic without
focusing in/targeting
them personally
• Ability to offer generic
information
• Tailored advice to
parent and child/family
• Often more appealing
for more private and
sensitive issues
• Useful for
prominent/more
serious issues
Groups offer key benefit of sharing experiences
One to one situations offer key benefit of providing individual
and tailored information

42. Written Information Must be Directly Delivered to
Parents
• Information more likely to be accessed if delivered directly to
parents:
• Door dropped leaflets
• E-mail notifications
• Council magazine
• Website forums offer an anonymous route to chat about
parenting issues and share experiences in parents own time
Format
Delivery
• Information must be clear and up-to-date
• It must also be easily accessible
• For online this means:
• obvious links
• search facilities by topic and by area
• all in one place/key directory
• Like face to face information there is also a requirement for it
being tailored and personal e.g. information relevant to local
area, child’s age
Topics
• Topics giving you facts / generic information such as childcare
providers
• Private issues – eg. drugs, relationship breakdown, discipline
• Activities in the area
• Online booking system for activities in area

43. Telephone Information Must be Clear In Its Role
• Currently the only telephone information source used was NHS
direct helpline – used in emergency and as a ‘back up’
• Parents not immediately aware of the role telephone could play as
an information source
Format
Delivery
• Free-phone or local number
• Clear what information will be provided via telephone
• Like face to face and written information there is some
requirement for telephone information being tailored and
personal e.g. information relevant to local area, child’s age etc
Topics
• Directory to point parents to the right information source
• Topics not needing an understanding of the individual ie. Fact
based topics such as information on childcare providers

44. Summary and Recommendations

45. Summary
• Awareness of information sources is dependent on previous family experiences
• Parents often rely on information sources they know and trust
• Strong informal networks of close knit family and friends mean that parents may
resist the idea of any formal support
• This is particularly prevalent amongst single/young and BME parents
• Key sources of information for parents are: family and friends, Health Visitor, GP,
SureStart and School
• Use of the Internet is mixed, with higher prevalence in Skelmanthorpe
• The Internet tends to be used as an information source for factual, practical topics or
more private and sensitive areas
• The majority of parents do not see a role for using social networking sites in
helping with parenting information due to privacy concerns and lack of understanding
as to how they would benefit
• SureStart appears a key source of providing information on a range of relevant
topics, delivered in an accessible way and successfully signposting to other
information sources. There is still however mixed awareness of SureStart
• Any information delivered to parents ideally must be tailored in someway to meet
their needs
• In order to be credible, information delivered face to face ideally must come from
someone with previous experience of children (either professional or personal)

46. Recommendations
• Some of the information needs identified by parents in Kirklees are, in fact, already
available
• Specifically the services provided by the FIS are of some interest and could meet
information needs identified within this research, particularly around the topics of:
• Information on choosing childcare, children’s centres and activities
• There is therefore clearly a need to:
• raise awareness of what is available – information needs to go directly to them
rather than waiting for parents to proactively seek information
• address existing concerns that unable to access this information all in one place-potentially
this could be done if easily accessible via the website
In terms of raising awareness potential suggestions are:
– Working with other agencies such as SureStart to create referrals
– Communicating with parents from birth – promoting in the Bounty pack
– Clearer and easier to find promotion of FIS on the Kirklees Council website
– Promoting via community outreach events to create WOM
– Providing newsletter e-mails with up-to-date and relevant information

47. Recommendations
• Clear opportunity to provide more universal information for parents with school aged
children which is not seeking to address specific problems, rather provide general help
and advice
• An area relevant to school aged children is information on controlling their child’s eating
behaviour and motivating them to be more active in order to help them lose weight
• There is some support for the idea of having a forum for parents to share experiences
and ideas
• Opinions over what format this type of support should be provided in (group vs. one to
one vs online) are very mixed and very reliant on individual needs, issues that need to be
discussed, etc

48. Appendix

49. Dewsbury Sample Breakdown
Total
Expectant Parents 3
Parents with children under 5 9
Parents with children aged 5-11yrs 4
Parents with children aged 12-
2
16yrs
2
20
Total
Parents with children aged 17-
19yrs
Parents of children with a disability 1
Disabled parents 0
Lone parents 2
Teenage parents 2
BME parents 15
Fathers 1
Mothers non BME, in a relationship 2

50. Skelmanthorpe Sample Breakdown
Total
Expectant Parents 1
Parents with children under 5 8
Parents with children aged 5-11yrs 4
Parents with children aged 12-16yrs 1
Parents with children aged 17-19yrs 6
20
Total
Parents of children with a disability 1
Disabled parents 1
Lone parents 2
Teenage parents 0
BME parents 0
Fathers 2
Mothers non BME, in a relationship 16

51. Dalton Sample Breakdown
Total
Expectant Parents 2
Parents with children under 5 6
Parents with children aged 5-11yrs 6
Parents with children aged 12-16yrs 1
Parents with children aged 17-19yrs 2
17
Total
Parents of children with a disability 1
Disabled parents 0
Lone parents 6
Teenage parents 2
BME parents 0
Fathers 2
Mothers non BME, in a relationship 9

52. Julie Walker
Associate Director
Julie.walker@optimisaresearch.co.uk
0113 205 7000
Research carried out in compliance
with the International Standard ISO 20252
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