Press Releases that match the year '2009'

Big changes are set to happen to the family in Britain in the next decade according to the latest research published tomorrow (Monday, 30 November) by Family and Parenting Institute.

The biggest changes are:

• Fathers roles are set to change dramatically over the next decade; this change follows the shift in women's roles since the 1950s
• With the break down of the nuclear family, the whole family - siblings, aunts, uncles, grandparents - and particularly the way couples interact - is to be important to securing increased child well-being in the future
• Our ageing population is going to dominate the family policy agenda with caring for the elderly one of the top concerns for families.

The evidence comes from Family and Parenting Institute's (FPI) latest research, 'Family Trends', which Dr Katherine Rake, FPI's new chief executive, will highlight in her first key-note speech at the organisation's 10th anniversary conference on Monday, November 30.

'Family Trends' charts changes in British families since the 1950s. It highlights among other things:

• Changing attitudes among dads to childcare and domestic work
• Increasing numbers of mums working
• Rising rates of co-habitation
• The complexity of different family forms, from the number of civil partnership to the increase in assisted reproduction
• The fact almost all families receive some kind of financial support from their grandparents

Dr Rake said: "Mothers have been at the forefront of social change over the last few decades as they have moved in unprecedented numbers into paid work. But in the next decade it will be men. This will open up more opportunities than ever before for men to get involved in family life - the question then is, how will they respond?

"The report highlights the importance of fathers and mothers both being involved with their children whether they are together or apart. Increases in co-habitation and the decrease in marriages means children living apart from fathers at some time in their lives will be increasingly common. But other members of the family like grandparents will be important too to provide continuity."

'Family Trends' also looks at attitudes and paints a picture of a tolerant society where families' attitudes are moulded by changing trends.

Dr Rake said: "The ageing population will have a profound effect on family policy. The number of people over 65 overtook the number of under 16s a couple of years ago. The greying population may want to work and at the same time they are increasingly expected to provide childcare. But, as they get more frail they will need more and more care with fewer and fewer younger people to provide it.

"Policymakers cannot fall into the trap of investing large sums of money trying to reverse the tide of trends by trying to encourage more 'traditional families', nor will parents allow them to fall back on old assumptions which has meant women carrying the burden of ageing families and parenting demands.

"Families in Britain are pulling in all sorts of different directions. It will be up to all of us to understand them and to work with them to support them in all their complexities."

Family Trends provides facts, stats and answers to key questions facing the family today and is published by FPI on November 30 2009. For orders see: www.familyandparenting.org/bookshop or tel: 01787 249 287.

Dr Rake's speech is available at www.familyandparenting.org/Families2020

Facts from Family Trends that back up the findings:
(see also Family Trends - British families since the 1950s)

• Between the 1970s and 2000 men spent 200 per cent more time playing and doing things with their children
• Time devoted to childcare for married fathers in full-time employment with children under five had risen from 0.4 hours per day in 1960 to 1.2 by 2000. Dads found the time to do this because they gave up on personal pursuits and trying to cut down work, according to a survey of 16 industrialised countries
• Where men and women work more than 48 hours a week, only 20 per cent of women said their partner had the main responsibility for the washing and the cooking. Men also said childcare was still the women's responsibility.
• 22 per cent of couples will be in a co-habiting relationship by 2021
• Women are having babies later, in 1971 the average at their first child's birth was 23.7 years, now it is 27.5
• Families are much smaller, women, now have 1.95 children, on average, compared to 2.95 in 1964
• More women are working - 70 per cent of mothers will be working in 2010
• The percentage of children living in a couple relationship fell from 92 per cent in 1972 to 77 per cent in 2008
• Approximately one in four children are being brought up by single parents compared with one in 14 in 1972
• By 2008 the number of civil partnerships that have been contracted since their introduction at the end of 2005 was 33,956 (more or less evenly split between men and women)
• People aged 65 or older accounted for 11 per cent of the UK population in 1951. By 2031 it is predicted to have risen to 23 per cent.
• In tandem with the growing elderly population, the UK population under 16 is contracting and predicted to decline further, having a substantial impact on the population as a whole. By 2007, the percentage of the UK population of pensionable age became greater than that of teenagers for the first time.
• Changing family forms are producing a so-called 'beanpole' effect, with more generations alive at the same time, but with fewer aunts and uncles etc.

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See also:

• Family Trends reading room
• Family Trends quiz
• Presentations from the Family and Parenting Institute's annual conference 2009
• Dr Katherine Rake's keynote speech

"Family and Parenting Institute welcomes the Government's commitment to the principle of entitlements for parents because they should clarify the expectations between parents and schools.

"It is very important that these entitlements create partnerships between parents and schools to support each child's learning and wider development.

"To work, the Parent Guarantee has to be a real two way process. It needs to be clear about how parents can complain about a school that is not fulfilling its side of the bargain.

"Otherwise unenforceable entitlements could cause resentment and risk driving parents and teachers apart."

Dr Katherine Rake, Family and Parenting Institute's chief executive

Ed Balls MP, Secretary of State for Children, Schools and Families, will be quizzed by parenting practitioners at Family and Parenting Institute's 10th anniversary conference on Monday, November 30, in London.

Family and Parenting Institute's (FPI) new chief executive, Dr Katherine Rake, will outline what she sees as the biggest challenges facing parents and families in the coming years. This is Dr Rake's first key note speech since taking over the organisation.

David Willetts, Shadow Minister with special responsibility for family policy will address a post conference reception.

FPI's conference, 'Policies for Families: Challenges and Choices' will focus on the way ahead for family policy and services emphasising interventions and services that help families flourish.

The conference will address big issues around the family including: What will family life look ten years from now? What should family policy deliver for families? What can we learn from Europe?

Fiona Millar, FPI's chair, will open the conference and Matthew Taylor, chief executive at the Royal Society of Arts will offer thoughts and perspectives from outside family and parenting organisations. Kim Catcheside, BBC Social Policy Correspondent, is chairing the afternoon sessions.

Jackie Scott, Professor of Sociology at the University of Cambridge, will look at changing gender roles and policies that can achieve a more equal gender balance in paid and unpaid work for mothers and fathers.

Katja Forssen, Professor of Social Work, Head of the Department of Social Policy, University of Turku, Finland, will talk about the Finnish experience of family policy.

There will also be a number of practical workshops on delivering results for families under stress.

The conference is for practitioners, policy makers, commissioners, academics and researchers from across the parenting and family support sector. People working with families in youth justice, children's centres, young peoples' services, schools, primary healthcare, parenting support or clinical psychology can hear experts and consider the future of family services.

The conference takes place from 9am – 5pm on Monday 30th November at Church House Conference Centre, Dean's Yard, Westminster, London, SW1P 3NZ.

For more information and to book visit www.familyandparenting.org/conference2009 Contact FPI on 020 7424 3460 or email events@familyandparenting.org  for more information.

 

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Notes to editors
1. For further information contact Ben Miller, FPI press office on 020 7424 3477 or email press@familyandparenting.org

2. The following speakers will be at the conference:
Susanna Abse, Director, The Tavistock Centre for Couple Relationships - Intimacy in couples and families: the pot of gold at the end of the rainbow?

Dr Janet Boddy, Senior Research Officer, Thomas Coram Research Unit,
Institute of Education - Learning from difference: European perspectives on parenting support

Professor Hilton Davis, Emeritus Professor of Child Health Psychology, Centre for Parent and Child Support, South London and Maudsley NHS Foundation Trust and King's College London/Institute of Psychiatry - The ingredients of successful intervention

Sumi Hollingworth and Anthea Rose, The Institute for Policy Studies in Education and Anne Page, Policy and Public Education Manager, FPI - Parents and their children's use of technology: results of research in five local authorities

Dr Sebastian Kraemer, Consultant Child and Adolescent Psychiatrist, Whittington Hospital, London - Getting it right with families where that seems impossible

Penny Mansfield, Director, Dr Lester Coleman, Head of Research, Justine Devenney, Head of Policy and Dissemination, Jan Mitcheson, Head of Practice Development, One Plus One - How can we get it right for families without a strategy for supporting couple relationships?

Aleksandra Novakovic and Leezah Hertzmann, Psychoanalytical Psychotherapists and Clinical Lecturers, The Tavistock Centre for Couple Relationships - Inter-parental conflict: a group intervention for parents

Honor Rhodes, Director of Development and Innovation, FPI - Families who trouble us and how to measure the impact of what we do with them?

"It is clear many fathers want to spend more time with their children. Parents have told us that they want flexible working to be extended so it becomes part of everyday working life. Ensuring all parents feel confident to work flexibly is the way forward.

"Currently, many mums and dads don't ask for flexible working because they fear that if they do it would mark them out as somehow less committed and make them more vulnerable to redundancy.

"This needs to be addressed to make life easier for fathers and mothers, which would help increase parents' involvement in their children's lives.

"We want employers, employees, the government, schools, families and parenting support services to work together to help working mothers and fathers so they can do what's best for their family.

"We should see this recession as an opportunity to re-imagine the workplace and make flexibility work for both employers and employees.

"FPI welcomes this report which shows what we all know that families are under strain in managing the twin responsibilities of caring for children and earning a living."

Dr Katherine Rake, chief executive, Family and Parenting Institute

Birmingham's children, families and local parenting organisations are coming together to launch the tenth anniversary of Parent's Week at Think Tank, Millennium Point, Birmingham, on Monday October 19, from 4pm - 6.30pm.

Families will tell Birmingham City Council their views on 'what makes a family friendly service', which will shape family policy in Birmingham and throughout the country.

Family and Parenting Institute (FPI) is launching Parents' Week, from Monday 19 to Sunday 26 October, to focus local and national attention on celebrating what parents do and how they are supported by local services.

Councillor Matt Bennett is speaking at the event and Andy Jenkins, head of parenting support, will have an opportunity to speak to parents and children and find out what sort of services they want. Dr Katherine Rake starts as FPI's chief executive on Monday and will be giving her first public speech as its head at the event.

Dr Rake said: "It's essential Birmingham City Council and the government speaks and listens directly to parents to find out what they need to make services family friendly.

"This event enables parents to meet key policy and decision makers and help create services that respond to their needs."

Birmingham City Council is launching its parenting strategy on Monday too, showcasing the Brighter Futures Strategy in Action and launching the Brighter Futures pilot programmes.

There will be a performance by children from Malachi Kids, in Kingsnorton, who will be singing Malachi songs.

This year's theme, 'The Changing Face of Families', will be marked with events for parents, carers and families throughout the country. It is a time to look back and see how much has been achieved for families, what else can be done for them and how services can be more welcoming for families.

Throughout the week, mums, dads, grandparents, carers and children in the area can take part in a range of activities organised by local schools, children's centres and community groups as part of their Parents' Week celebrations.

Dr Rake said: "Family life and parents' needs are constantly changing. So we want to help families and parents in Birmingham to celebrate their unique successes in supporting families and enabling them to thrive.

"Parents' Week is the ideal opportunity to take stock and assess whether the services provided for mothers, fathers and carers are the best they can be.

"We always have such fantastic feedback from the professionals involved – and the parents who get to enjoy the events and activities."

To find out more about Parent's Week 2009, what's happening in your area, how to set up an event and get publicity for it visit: www.familyandparenting.org/parentsWeek

 

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Notes for editors
1. For further information contact Ben Miller, FPI press office on 020 7424 3477 or email press@familyandparenting.org 
2. The Family and Parenting Institute researches what matters to families and parents. We use our knowledge to influence policymakers and foster public debate. We develop ideas to improve the services families use and the environment in which children grow up.

"FPI welcomes this report which shows what we all know that families can be under strain in managing the twin responsibilities of caring for children and earning a living. We need more information about whether less healthy eating happens in the family home, child care or nurseries and schools so we can encourage healthy eating and lots of outdoor play for children.

"The answer is not to keep blaming mothers and fathers especially in a recession but to help them. Working mothers and fathers are always trying to do what is best for their family; they need help from employers, for example, greater flexibility over the way and hours they work.
"The report shows, and we agree, this is about making work-life balance easier so children growing up in working homes are as healthy as they can be."

Mary MacLeod, chief executive, FPI

"Overall, Family and Parenting Institute welcomes the Prime Minister's emphasis on the public services that all families rely on – health and education.

"There was also an important emphasis on the top issues that families worry about – teenagers and how to support them into education and employment, the building of a stronger safety net to care for older people and those with care needs in their own homes and how best to support the minority of families in real trouble.

"While we understand the Prime Minister's emphasis on parental responsibility, research tells us that parenting orders alone can't solve complex, deep-seated difficulties in families, where children are out of control. We know those parents need a range of support services and overall improvements to their neighbourhoods.

"We also want to balance the punitive tone in which the needs of troubled 'chaotic' families and the 'ASBO kids' were discussed with more positive messages of support to families.

"We don't want to develop a 'blame the parent' culture, which can prevent parents seeking help for challenges long before they reach crisis point." Lucy Lloyd, director of communications, FPI

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The Family and Parenting Institute is giving away the first 500 copies of its new booklet Learning and Play to parents for free. The booklet is full of tips and suggestions for when parents feel a little stuck for ideas on how to keep their little ones amused and want to help them learn.

From recipes for making play dough and ideas on dressing up to storytelling and experimenting with make-shift musical instruments – all of the suggestions in Learning and Play come from parents who have done these things with their own children and found it great fun and a brilliant way for their kids to learn.

And as if an abundance of tried and tested play ideas isn't enough … most of the activities hardly cost a thing and there are even lots of free things to do too.

Sophie Linington, Development Officer at the Family and Parenting Institute and author of Learning and Play said: "There lots of ways that mums and dads can play with their children wherever they are and whatever they are doing. Young children really enjoy the simple things like spotting things together on a journey, talking about what they are having for breakfast or playing ball games in the park.

"And we know from research that when parents play with their young children it helps their kids' learning and development – children learn about taking turns when they play board games with their parents, and running around in the park builds on their coordination. Plus it is great exercise for mum and dad as well – with many parents telling us they felt fitter as a result of playing games outside with their children."

Learning and play takes parents on a journey through play looking at food, games, puzzles, role play, being messy and creative. The booklet, which is bright, colourful and full of illustrations, also explains how each play activity helps children's development.

The first 500 parents to request a copy will get it for it free. Click here to register for a copy or download a digital version. Learning and Play is usually priced at £1.99.

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For more information
Please contact Emma Brennan in the press office of the Family and Parenting Institute on 020 7424 3477 or email press@familyandparenting.org

Journalists are permitted to reproduce some of the tips and ideas covered in the Learning and Play booklet providing the Family and Parenting Institute is named as the source.

Notes to editors
The Family and Parenting Institute researches what matters to families and parents. We use our knowledge to influence policymakers and foster public debate. We develop ideas to improve the services families use and the environment in which children grow up.

From October 2006 to March 2008 the Family and Parenting Institute coordinated the Early Learning Partnership Project which was funded by the Department for Children, Schools and Families. The project looked at ways to encourage early learning for young children.

We talked to some of the parents who were involved in the Early Learning Partnership Project and asked them to tell us what they had learnt, and what they would like to let other parents know. Learning and Play is based on what parents told us. The main message they wanted to pass on to other parents was that you really can be your child's special first teacher and give them a flying start in life.

The new 'Your child, your schools, our future: building a 21st century schools system' White Paper has taken account of parents' views and implemented changes that they have long been asking for.

That's according to the Family and Parenting Institute as it welcomes the Government's new plans for more parental involvement in the education system (released yesterday, Tuesday 30 June 2009).

Anne Page, Policy Manager at the Family and Parenting Institute said: "Having progress updates on how well children are doing at school and access to a named personal tutor are things that parents have been asking for. We are really pleased to see that it has been incorporated into the 'Your child, your schools, our future' White Paper.

"Parents have told us they would like to be more involved and know more about their children's education but find that some of the current channels of communication don't work for them. Schools must recognise that a one size fits all approach won't work and that there are many barriers stopping parents being more involved."

Earlier this year the Family and Parenting Institute released the findings of a new study on the relationships between parents and schools. The report 'School-parent partnerships: emerging strategies to promote innovation in schools' identified five tried and tested models that strengthen relationships between schools and parents.

Employing a school-parent link worker in every school and running a consultation event open to all parents when their children start at a new school are just two of the ways schools are already effectively engaging with parents.

Parents told us about the barriers that stopped them being more involved in school life. Not being able to speak English, their own bad experience of school and a lack of time were some of the issues highlighted. It is vital the schools take account of this when doing more to get parents on board. Plus, not all parents will have access to a computer so online progress reports could prove difficult for some parents.

Research has shown that children do better at school when schools work in partnership with parents. This is because parents understand more about their children's education, are able to support and encourage them through key points in their school career and are more informed to ask about their school day and hence pick up on any problems.

Added Anne Page: "I think many parents will be pleased to see the changes. If they are implemented effectively it is likely parents will have a stronger relationship with their children's school and a better understanding of how well they are doing with their studies. These changes need to be communicated to parents properly so they know what to expect and are fully aware of what is available to them and their children."

You can find more information on the Family and Parenting Institute's work around school-parent partnerships here

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For more information
Please contact Emma Brennan in the press office of the Family and Parenting Institute on 020 7424 3477 or email press@familyandparenting.org

Notes to editors
The Family and Parenting Institute researches what matters to families and parents. We use our knowledge to influence policymakers and foster public debate. We develop ideas to improve the services families use and the environment in which children grow up.

Read our newsflash

The Family and Parenting Institute today backed calls for employers to support Dads by allowing them to work flexibly so they can spend more time with their family.

In a letter to The Times newspaper (Friday 19 June) a group of business leaders, including Peter Jones from Phones International Group and the TV programme Dragons' Den, said that for employers 'being father-friendly will help to build employee loyalty and satisfaction — and we all know that a happier workforce is a more productive one.'

Sally Gimson, Director of Communications at the Family and Parenting Institute said: "Mums and Dads have told us that they want to spend more time with their family. Many families are under enormous pressure when it comes to juggling earning a living and caring for their children.

"Being able to work flexibly can make a big difference - it allows parents to spend more time with their children and helps them to divide caring duties at difficult times of the day, like before and after school. This can also help parents to save money because they don't have to rely on childcare services as much."

In our study 'Real Stories: How families spend time' parents said it was harder for fathers to get time off work to spend with their children.*

Our research shows that for one in four parents the policy to work flexibly is the most important above any other that helps parents balance work and home life – including policies around childcare.** In addition parents also tell us that the right to request flexible working is not enough – they want the right to have it.

The Family and Parenting Institute is worried that parents won't ask their employer if they can work flexibly because they fear it could hamper future career opportunities or make them vulnerable for redundancy. Research from the Work Foundation suggests men in particular are nervous about the consequences of requesting flexible working.*** This is an issue we will be asking parents about very soon.

Added Sally: "Flexible working is not something that should be reserved for mothers only – fathers equally have the right to make the most of this opportunity. And at times of recession staying in employment is really important. If employers and parents can agree how to work flexibly to suit both of them that would be something really positive to come out of what is a very difficult financial time for families.

"We are really pleased that the need to be more supportive to parents has been championed by business and has been recognised by all of the political parties."

The amount of time Dads spend at work is also a problem. A third of working fathers say they are working more than 48 hours a week and that proportion is increasing.****

The type of work fathers do also makes a difference. Fathers in lower paid, manual occupations tend to use part-time working, job-sharing, special shifts and nine-day fortnights to a greater degree than men in non-manual occupations, while a higher proportion of fathers in lower socioeconomic families are also involved in helping mothers with childcare.*****
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• *Real Stories: How families spend time, The Family and Parenting Institute, 2005
• **Making Britain family friendly, The Family and Parenting Institute, 2003
• *** The Work Foundation, 2005
• **** Working Long Hours: a Review of the Evidence Volume 1 – Main Report, Department of Trade and Industry, 2003
• ***** Parental Care and Employment in Early Childhood Equal Opportunities Commission, 2007

For more information
Please contact Emma Brennan on 020 7424 3477 or email the press office.

Notes to editors
The Family and Parenting Institute is a charity which researches what matters to families and parents. We use our knowledge to influence policymakers and foster public debate. We develop ideas to improve the services families use and the environment in which children grow up.

The Family and Parenting Institute recently published a response for the Intergenerational Parliamentary Group into employment. The response gives brief reflections on three of the questions posed by the Inquiry team: families, work and care-giving.

 

The letter was published in The Times newspaper on Friday 19 June 2009.

Dr Katherine Rake will take over from Mary MacLeod as Chief Executive of the Family and Parenting Institute (FPI) this autumn.

Katherine, who is currently Director of the Fawcett Society, will be the new Chief Executive as Mary leaves after 10 years at the helm of the charity.

Dr Katherine Rake said: "I am delighted to have been offered this opportunity. The changing economic and political environment makes this a critical time for families and for family and parenting policy. I am very much looking forward to leading FPI through these challenges and to building on Mary's excellent work by taking the organisation to the next stage in its development."

Before joining the Fawcett Society in 2002, Katherine was a Lecturer in Social Policy at the London School of Economics (LSE). She has worked to influence change and public debate nationally and to inform policymaking right across government. In 2008 Katherine was awarded an OBE for services to equal opportunities.

Mary MacLeod said: "I have loved my role as Chief Executive of the Family and Parenting Institute and am so proud of all that the organisation has achieved in the past 10 years. I've had the privilege of leading a great team whose hard work and dedication has meant that we have been able to champion the needs of parents to practitioners and government.

"I am so very pleased that Dr Katherine Rake will be the new Chief Executive of the Family and Parenting Institute. She will do a great job of speaking up for families and getting parents' views heard by policymakers and I wish her every success."

Mary was the founding Chief Executive of the charity which was set up in 1999 and this year celebrates its tenth anniversary. As well as being the Chief Executive of the Family and Parenting Institute Mary sits on a number of boards and executive bodies. Mary plans to continue this work after she leaves FPI.

Fiona Millar, Chair of the Family and Parenting Institute said: "We are delighted to welcome Katherine to the Family and Parenting Institute. She has a strong track record in research, policy and campaigning and will be a great asset to the organisation at a time when the recession is putting extra pressure on families up and down the country.

"We are determined that the voices of families continue to be heard at the heart of policymaking and believe that Katherine is the right person to take FPI forward and build on the excellent work we have done over the last ten years."

Katherine will start at the Family and Parenting Institute in the autumn. An exact date is still to be confirmed.

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For more information
Please contact Emma Brennan is the press office of the Family and Parenting Institute on 020 7424 3477.

Notes to editors
The Family and Parenting Institute is a charity which researches what matters to families and parents. We use our knowledge to influence policymakers and foster public debate. We develop ideas to improve the services families use and the environment in which children grow up.

A new website, www.earlyhomelearning.org.uk, offers support to practitioners who want to help parents kick-start their children's learning from a young age.

The website is a one stop shop for practitioners, parents and those who want to set up a service for mums and dads around early learning. It was launched this month by the Family and Parenting Institute as part of a new project called Early Home Learning Matters funded by the Department for Children, Schools and Families (DCSF).

Allan Watson, Early Learning Project Coordinator at the Family and Parenting Institute said: "It's the simple things that really make a difference to a child's development. A warm and positive relationship between parents and their very young children is important as it creates a supportive environment for children to learn. If children's ability to learn is encouraged from an early age, when they start school they won't find it a strange and difficult place."

At www.earlyhomelearning.org.uk you will find:
- tips for parents on how to do early learning activities in the home;
- information for practitioners on how to get parents involved in early learning;
- a guide on how to set up an early home learning project or service;
- information on the importance of learning from birth and the difference it makes;
- research on child development in the early years including on brain development and how a child's brain is 80 per cent formed by the time they are three;
- links to useful resources and case studies.

Research has shown that children do better at school and later on in life if their learning has been stimulated from a very early age by parents talking to them about the things they see in the park, reading to them or getting their children to make things like pictures or cards.

Many parents are comfortable doing early learning activities with their children and recognise the difference that it makes. Yet some parents, many of which never did similar things as a child with their own parents, really struggle and don't know where to begin.

The new website, along with a handbook which will be launched later this year, will help practitioners to support parents to kick-start their children's learning early.

Added Allan: "Projects that support and help parents who find it difficult to do early learning activities or who perhaps aren't as aware of the difference it can make are very important. We really hope this site will encourage more practitioners to get involved in early learning and that commissioners will see how important such services are for disadvantaged families."

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For further information
Please email  Emma Brennan in the press office.

Review copies of the book will be available to journalists when it is released later this year.

Notes to editors
The Family and Parenting Institute is a charity which researches what matters to families and parents. We use our knowledge to influence policymakers and foster public debate. We develop ideas to improve the services families use and the environment in which children grow up.

Early Home Learning Matters is a new website launched by the Family and Parenting Institute which brings together evidence about the vital role of parents in securing good outcomes for children. The website provides practical information about how to plan and
implement effective services to involve parents in their children's early learning from birth to age 5. www.earlyhomelearning.org.uk

Last year the Family and Parenting Institute ran the Early Learning Partnership Project on behalf of DCSF. It brought together a number of organisations across the sector which all set up projects for parents to help them boost their children's early learning.

Download our Health visitor report

How often a child sees a health visitor is still a postcode lottery, according to new research which reveals the ratio of health visitors to children under five in England.

Figures released today (Friday May 1, 2009) by the Family and Parenting Institute show that there are huge variations in the number of health visitors up and down the country - County Durham PCT has one health visitor for every 165 children whereas some London PCTs have as few as one health visitor for 800 children.

The findings come ahead of the Department of Health and the CPHVA/Unite's summit on health visitors taking place on 5 May. This follows Lord Laming's recommendation that the number of health visitors needs to be increased*.

Mary MacLeod, Chief Executive of the Family and Parenting Institute said: "The value of health visitors is unquestionable. Parents tell us they are a lifeline. Having a baby is a great joy but also a huge change for any family, especially first time round as you deal with sleepless nights and new demands, Mums and Dads are eager for good advice. And a well-trained health visitor can make all the difference

"Health visitors respond to parents' worries and concerns, and their unique relationship and position of visiting families in their home means that they can detect problems that parents may not talk about – such as post natal depression, domestic violence or child abuse. They really are the frontline, able to pick problems early before matters get out of hand. This postcode lottery is unacceptable. We need a universal health visitor service so that all parents can have the support they want and need and children's wellbeing can be safeguarded."
The Family and Parenting Institute has been campaigning for more health visitors since 2007. It is calling for:

• a universal health visitor service with an intensive service for parents who will benefit most;
• a preventative health visitors service – the key to unlocking support for vulnerable families who are still missing out;
• and a well-trained health visitor service with a clearly defined role and a better career structure.

The health visitor table shows a clear North-South divide in the health visiting service. The top three performing PCTs, when it comes to health visitors, in England were County Durham, Darlington and Bournemouth. Of the ten PCTs with the lowest number of health visitors, eight of them were in London.

There was also disparity in PCTs' budgets for health visiting. The biggest spender, Wirral PCT allocated over £386 per child under five (in the financial year 08/09). South West Essex Teaching PCT has much shorter pockets for its health visiting budget spending just over £60 per child. That's a difference of over £320 between the two PCTs.

CPHVA/Unite which represents health visitors recommends that health visitors should have a case load of no more than 250 children – only 15 of the 136 respondents meet this target.

The Family and Parenting Institute has also compared the number of health visitors each PCT had in 2006 with how many they have now. The findings show that some PCTs (including some who had the lowest number of health visitors in our last survey), have dramatically increased numbers, while in other Trusts numbers have dropped significantly over the last two years.

Lambeth's health visitors caseload has nearly doubled (88% increase). At the other end of the spectrum Darlington has gone from having 17 health visitors to 29 for 5,300 children.
Karen Reay, Unite National Officer for Health said: "The latest research from the Family and Parenting Institute backs up the feedback we receive from our members of increasing workloads and an over-stretched health visitor workforce.

"The FPI findings reinforce Unite/Community Practitioners' and Health Visitors' Association's long-standing demands that an extra 4,000 health visitors are employed and that training budgets for the next generation of health visitors are immediately restored.

"We look to the Department of Health 'summit' on health visiting on 5 May to formulate a practical programme of action over the next two years to address the crisis in the profession."
In 2006 the Family and Parenting Institute spoke to parents about the health visiting service. The survey found that parents love and need health visitors – but for some they did not see their health visitor as much as they would like.

There were tales of parents travelling to visit relatives who had children when their health visitor was coming round – just so their own children could be checked out too.
Added Mary: "Those PCTs that do not have adequate number of health visitors run the risk of not spotting serious problems such as postnatal depression, domestic violence and child abuse.
"Parents need a commitment from the Government and health authorities that their baby's health and wellbeing is a top priority. Employing well trained health visitors with manageable case loads is the way to go about it."

- ENDS -

---

• Lord Laming's report http://www.dcsf.gov.uk/pns/DisplayPN.cgi?pn_id=2009_0053

For more information
Please contact the Family and Parenting Institute press office on 020 7424 3477. If calling out of hours please contact Emma Brennan on 078139 51418 or Sally Gimson on 078904 03338.

Case studies available on request.

Notes to editors
The Family and Parenting Institute researches what matters to families and parents. We use our knowledge to influence policymakers and foster public debate. We develop ideas to improve the services families use and the environment in which children grow up.

The figures are based on the number of whole time equivalent health visitors employed in December 2008.  A freedom of information request was sent to every PCT in the country: out of the 152 PCTs, 138 responded with data on the number of health visitors, 134 responded with data on budget.

The questions we asked:

• How many whole time equivalent (WTE) health visitors who work with children under five did you employ in your PCT in December 2008?
• How many children under five did you have living in your PCT in December 2008?
• How much was allocated in your PCT's 2008/09 budget for health visiting?

We have been campaigning for more health visitors since 2007. www.familyandparenting.org/healthVisitors

 

Fact file
(facts from the Family and Parenting Institute unless otherwise stated)

• There is a total of 7863.78 whole time equivalent health visitors across the 138 PCTs that responded to our survey.
• 88% of PCTs do not have enough health visitors (when measured against CPHVA recommendations).
• The five worst PCTs for health visitor numbers are all in London.
• Two in five health visitors were over 50 years old, with almost one per cent working beyond age 65 (Department of Health, 2007).
• In 2004, the overall birth rates for women of all ages were highest in London (source: ONS).
• According to Unite, the number of NHS health visitors is currently at a 14-year low (source: Unite/CPHVA).
• 76% of parents want advice from a "trained health visitor with up to date knowledge".
• 46% of parents (57% of mothers, 27% of fathers) felt sad, unhappy or despondent following their child's birth.
• Around 1 in every 10 women has post natal depression after having a baby (source: Royal College of Psychiatrists).
• It is estimated that 30% of domestic violence incidents begin during pregnancy (source: Refuge).

The new proposals from the Equality and Human Rights Commission (EHRC), outlined in the Working Better report, will help parents share the caring responsibilities of their children more equally, something they have been wanting for some time now.

That's according to the Family and Parenting Institute as it welcomed the new 'Working Better' report.

Sally Gimson, Director of Communications at the Family and Parenting Institute said: "Parents tell us that they want to spend more time with their children, especially when they are young. Fathers often complain that they find themselves working even harder after the birth of a child, when they would prefer to be spending time with their new baby.

"Whereas some mothers find that when they go back to work they are pushed on the mummy track: earning less money, a lack of career chances and the responsibilities they previously had have been taken away from them.

"The Working Better report is offering parents real choice about how they care for their children and an opportunity to share caring responsibilities - giving men more time to spend with their kids and releasing women from the constraints of the mummy track when they return to work."

The proposals from the EHRC would mean that, if they wanted, mothers would be able to take up to 10 months off in the first year after the birth of their baby at 90 per cent of their salary. This would be a real boost for families, particularly during this recession, as mothers say they are being forced back to work earlier than they would like, in order to make ends meet.

And, they also give parents choice – offering mums a chance to take six months, go back to work and let the father take over for the following four months at the same rate.

We welcome this flexibility though recognise that the first option is more likely and will mean that fathers will not take the leave in the first 10 months and may entrench the idea with employers that women of childbearing age are a risk to employ.

But we also believe that there should be more options to take parental leave when children are older and that it should not just be confined to the first year.

We also welcome the proposals to abolish the 26 week rule, which means that you don't get maternity pay if you have not worked for an employer for 26 weeks continuously. This has always disproportionately discriminated against low paid women workers and agency workers.

- ENDS -

 

 

For more information
Please contact Emma Brennan on 020 7424 3477 or press@familyandparenting.org

Notes to editors
The Family and Parenting Institute researches what matters to families and parents. We use our knowledge to influence policymakers and foster public debate. We develop ideas to improve the services families use and the environment in which children grow up.

 

More information on the Equality and Human Rights Commission can be found here

Today the Family and Parenting Institute and the Department for Children Schools and Families can announce the ninety projects which will benefit from the £12 million of grant available through the Parenting Fund.

This is the third round of the Fund which is managed by the FPI on behalf of the DCSF

The fund was set up by the Government in 2004 to give money to build and strengthen the work that the voluntary and community sector does with parents and families.

This time, funding will go to local projects that provide counselling for couples, support parents whose children might be involved in gangs and crime, and those that help disabled parents and parents with disabled children. Services that provide support for families of offenders will also be supported by the Parenting Fund (see end for full list).

Two thirds of all the projects are receiving a Parenting Fund grant for the first time.

Baroness Delyth Morgan, Minister for Children, Young People and Families said: "We are delighted to announce the additional support that will help strengthen family relationships, provide support to fathers and encourage greater take up of existing parenting services. By funding these services we aim to help vulnerable families and those who have not been able to easily get hold of the services they need."

Fairbridge – a charity that works with young people – is one of the projects getting a Parenting Fund grant for the first time. It will work with young men aged 16 to 25 from Birmingham who are either absent, estranged or struggling to build positive relationships with their children because of choices and chaotic lifestyles. It is the first time it has been funded by the Parenting Fund.

Claire Rigby, Manager at Fairbridge West Midlands said: "This is absolutely fantastic news, we are overjoyed about the impact this funding will have on the lives of the vulnerable young fathers we will work with. It will equip them with the much needed skills to be positively engaged in their children's lives, learning and development".

Over the next two years to March 2011, the Family and Parenting Institute will help build the capacity of these projects to secure sustainable funding from other sources and ensure the evidence of good practice is shared across the voluntary sector.

Mick Morgan, Senior Manager of the Parenting Fund at the Family and Parenting Institute said: "The Parenting Fund is funding a diverse range of innovative services for parents and families in their communities. We had 480 applications for grants which demonstrates the commitment and innovation of the voluntary sector in wanting to provide community-based parenting projects."

Local Authority Parenting Commissioners were involved in the application process to make sure the projects that are awarded grants are in line with local parenting strategies and support the commissioning plans for the area.

Liz Fajemisin, Children's Services Development and Commissioning Manager at London Borough of Croydon said: "You can't underestimate the importance of local projects for local people. The Parenting Fund projects are meeting the needs of communities by providing help and support for parents. The Parenting Fund will make a significant contribution to local parenting and family support strategies."

- ENDS -

For more information
Please contact Mick Morgan, Honor Rhodes or Sally Gimson at the Family and Parenting Institute on 020 7424 3460.

Please contact Louise Orr at DCSF on 0207 925 6789.

Notes to editors
The Family and Parenting Institute researches what matters to families and parents. We use our knowledge to influence policymakers and foster public debate. We develop ideas to improve the services families use and the environment in which children grow up.
www.familyandparenting.org

The Parenting Fund has been running since 2004. It is managed by the Family and Parenting Institute. This is the third round of grants. Projects will be funded until 2011.
All of the Parenting Fund projects are run by charities or voluntary organisations ranging from regional branches of national organisations such as Contact A Family in Bristol to local community projects like the Bangladesh Youth & Cultural Shomiti (BYCS) in Leicester.

Projects applying for grants from Parenting Fund Round Three had to meet the following criteria:

• Strengthen existing parental couple relationships, whether parents live together or apart, and assist separated/divorced parents who are in conflict to better work together in order to minimize the impact of the poor parental relationship on their child or children, and so improve outcomes for those children.
• Strengthen family relationships in families where parental behaviours compromise family wellbeing, for example where parents are substance/alcohol misusers, have significant mental health problems or live with high degrees of conflict and distress
• Promote active and positive fatherhood, with particular emphasis on engaging fathers in their children's learning and development
• Promote inclusion and equality by enabling the take up of existing services by disadvantaged, vulnerable, 'hard to reach' and less well served communities
• Work to support families of offenders to improve life chances of their children.
• Offer effective interventions for parents whose children are vulnerable to gang membership, or carrying knives and guns so as to prevent the children committing criminal behaviours in the future
• Promote stronger family relationships and improved parental confidence and skills through intergenerational activity

Regional breakdown of Parenting Fund projects

Birmingham
COPE: Black Mental Health Foundation
Fairbridge
Home-Start Kingstanding
Malachi Community Trust
Murray Hall community Trust
My Time CIC
Race Equality Foundation
Saint Mark's Community Developments
Sutton Coldfield YMCA
The Children's Society
Workers Educational Association (West Midlands Region)
East Birmingham Community Forum Ltd
Campaign for Learning

Blackburn
Child Action Northwest
Coalition for the Removal of Pimping
Lifeline Project

Bristol
Community Resolve
Contact a Family
Hartcliffe and Withywood Ventures (HWV)
One25 Limited
ContinYou -1-

Cornwall and Isles of Scilly
Action for Children
Cornwall Dyslexia Association
WILD Young Parents Project
Womens Rape and Sexual Abuse Centre (Cornwall)
Trust for the Study of Adolescence**

Croydon
African Families Support Services
Croydon Supplementary Education Project
DisabilityCroydon
South London Tamil Welfare Group
The National Autistic Society (NAS)
Young Carers Project @Off the Record

Derby
Barnardo's (Connecting Communities)
Family Action
Groundwork Derby and Derbyshire
Nacro Community Enterprises (NCE)
Women's Work

Greenwich
Advocacy in Greenwich (formerly Greenwich Citizen Advocacy Project)
Greenwich Mind
Greenwich Toy & Leisure Library Association (GTLLA)
National Autistic Society
Quaggy Development Trust
ContinYou

Hackney
Ethiopian Community Centre in the UK (ECCUK)
Family Action
Finsbury Park Homeless Families Project
the nia project
The Tavistock Centre for Couple Relationships
ContinYou (1)

Leeds
Foundation Housing/Together Women
Leeds Counselling
People in Action (Leeds)
Relate Leeds

Leicester
Action Deafness
Bangladesh Youth & Cultural Shomiti (BYCS)
Diversity Hub
Family Action
Turning Point Women's Centre Ltd

Liverpool
Barnardo's (Liverpool)
Families Need Fathers (FNF)
Liverpool Arabic Centre
Liverpool Personal Service Society Inc

City of Manchester
Barnardo's (Health Through Action Project)
Family Action
One Parent Families/Gingerbread
ContinYou(1)

Newcastle
Parentline Plus
The Children's Society

Norfolk
Great Yarmouth Community Trust
Leeway Womens Aid
LOOK - The National Federation of Families with Visually Impaired Children
Ormiston Children & Families Trust
Trust for the Study of Adolescence(2)

North East Lincolnshire
Christian Action Resource Enterprise Ltd
Foresight (North East Lincolnshire) Limited
National Society for the Prevention of Cruelty to Children
Scope

Nottingham
Family Action
Relate Nottinghamshire
Trust for the Study of Adolescence(2)

Peterborough
Speaking Up

Redcar & Cleveland
DISC (Developing Initiatives Supporting Communities)
Families Talking - Tees Valley Mediation

Slough
East Berkshire Women's Aid
Family Action
Home-Start Slough

South Tyneside
Impact Family Services
SAFC Foundation

Southampton
Southampton Women's Aid
Family Rights Group(3)

Southwark
Barnardo's (Southwark)
Family Action
Southwark Day Centre for Asylum Seekers
Southwark Refugee Project Ltd
Family Rights Group(3)

Stoke
North Staffordshire YMCA

1_This ContinYou project is funded to work across Bristol, Greenwich, Hackney and Manchester
2_This Trust for the Study of Adolescence project is funded to work across Cornwall, Nottingham and Norfolk
3_ This Family Rights Group project is funded to work across Southampton and Southwark

• Head teachers need to make parental engagement a priority
• Parents love link workers in schools
• Teens want more cheering on from their parents when they are studying for exams
• Homework causes tensions between kids and their parents

That's according to a new report from the Family and Parenting Institute which asked children, parents and school staff about parents being more involved in their children's education.

The report - School-parent partnerships: Emerging strategies to promote innovation in schools - is based on research (funded by the Esmée Fairbairn Foundation) carried out last year with five schools from across the country.

Anne Page, Policy and Parental Engagement Manager at Family and Parenting Institute, said: "Schools have to make an effort to get parents involved in their kids' learning. Parental involvement is measured by Ofsted so schools need to pull out all the stops to get parents on board. But that is often easier said than done.

"Our report shows that those schools which have good relationships with parents were successful because it was driven from the top. Head teachers and senior staff had made a firm commitment to working with parents: budget is set aside; link workers are employed; coffee mornings and forums are set up for parents."

The study looked at what schools were doing to engage parents in their kids' education and school life. Research has shown that parents who take an interest in their children's education – helping them with their homework or talking to them about their day at school – helps kids do well.

As the report highlights, parents of primary school children are much more involved in school life than parents of secondary school children. Reasons for this varied. Some secondary school parents said they were short of time where others pointed to a lack of understanding of new teaching methods and what their children were learning.

Some parents were also put off engaging with school more because of their own bad experiences, others cited the terminology and jargon as a barrier and not knowing how to talk to teachers and finding them intimidating was identified as another obstacle.

And for the first time, children were given the chance to have their say on their mums and dads taking a greater interest in their education.

Teens said they wanted to be cheered on more and spied on less by their parents when they are working towards exams. They complained that parents tend to check up on them to see if they have homework and if they are doing it, which, in some households, leads to rows.

Younger children suggested their mums and dads go back to school for a day so they can find out what is like to learn in the noughties. Unsurprisingly, some children said they were embarrassed when their parents came into school.

Parental involvement is not just about getting parents to help their own children. For many schools, mums and dads are an untapped resource. Parents do a range of jobs and have a varied set of skills. The report suggests that schools could use parents' experiences to help shape their careers guidance.

Added Anne: "What's overwhelmingly clear is that there needs to be a culture change in schools when it comes to parental engagement – and this can only come from the top. Head teachers must start to take this seriously and come up with inventive ways of getting parents through the school gate and interested in their child's school life."

The report 'School-parent partnerships: Emerging strategies to promote innovation in schools' is packed with case studies, tips and discussion guides making it a great toolkit for schools to do more to engage parents.

A free summary is available to download here

- ENDS -

For more information
Please contact Emma Brennan on 020 7424 3477 or email the press office.

Notes to editors
The Family and Parenting Institute researches what matters to families and parents. We use our knowledge to influence policymakers and foster public debate. We develop ideas to improve the services families use and the environment in which children grow up.

Esmée Fairbairn Foundation is one of the largest independent grant-making foundations in the UK. It does this by funding the charitable activities of organisations that have the ideas and ability to achieve change for the better.

Researchers spoke to 54 children, 52 parents and 12 staff.

Top ten things to do for successful parental engagement

• Appoint dedicated link staff members to liaise between parents and the school
• Improve communications in both directions: listen to parents and they will listen to you
• Develop one-to-one relationships between parents and staff: talk more, write less
• Help parents understand more about what their child does at school
• Involve more parents more often in decision-making
• Develop and encourage parent support groups, social events and holiday schemes
• Celebrate success: tell parents about the good things as well as the bad
• Help parents to build their own confidence and skills
• Take advantage of the skills and experience parents can offer
• Have a clear complaints policy in place and treat complaints positively

The Family and Parenting Institute welcomes the Government's vow to increase the number of health visitors 'substantially' and its commitment to giving more support to the profession including enhancing career opportunities*.

Health Secretary Alan Johnson has announced a Programme of Action on Health Visiting which will be led by the Department of Health jointly with Unite/Community Practitioners' and Health Visitors' Association (CPHVA). This is designed to reverse the current decline in the profession and is in response of Lord Laming's recommendations to improve child protection in this country. **

The Family and Parenting Institute (FPI) has been campaigning for more health visitors since 2007 and published a list of health visitors numbers in every PCT in the country to highlight declining numbers.

Sally Gimson, Director of Communications at the Family and Parenting Institute said: "We welcome Alan Johnson's commitment to improving the health visitor service. Parents tell us they love health visitors. They trust them as a good source of guidance and go to them when they are worried about their children. They are unique in that they go into all of the homes with children in this country.

"The numbers of health visitors are in rapid decline. It's a postcode lottery as to how often you see your health visitor and for how long for. We are really pleased to see that the Government is committing itself to boosting this much needed service"
The Institute has always argued that health visitors are in a unique position to help parents when their children were very young and to spot the problems early that can lead to tragedy .

Sally added, "They can help with the continuation of breastfeeding, attachment, parenting, the involvement of fathers as well as pick up difficulties like domestic violence and post natal depression at an early stage. It is vital that their training is refreshed to make sure that they have the most up to date knowledge and skills for the role that makes such a huge difference to children's development and family life."

Next month the Family and Parenting Institute will release the results of a freedom of information request into ratio of health visitor per children under five for each PCT in the country.
- ENDS -

 

More on the FPI Health Visitor campaign

• * Government response to Lord Laming's report
• ** Child protection progress report published

For more information
Please contact Sally Gimson or Jo Sharp on 020 7424 3460.

Notes to editors
The Family and Parenting Institute researches what matters to families and parents. We use our knowledge to influence policymakers and foster public debate. We develop ideas to improve the services families use and the environment in which children grow up.

The Government's plan to increase the number of Health Visitors was described as a 'windfall for families' today (Thursday 12 February 2009) by the Family and Parenting Institute.

The Department of Health pledged 'stronger and better joined up support during the crucial early years of life including more Health Visitors' in the Child Health Strategy.*

The Family and Parenting Institute has been campaigning for a universal health visiting service since 2007. The announcement came as the Family and Parenting Institute released its new fact sheet: 'Health Visitors – where are we now?'

Its report 'Health Visitors an endangered species' (published in April 2007) highlighted how the service had been reduced to a postcode lottery. Some families gave their local health visiting service a glowing bill of health – seeing their Health Visitor for ten hours in the first year of their child's life.

But other families were not so fortunate and some barely saw a Health Visitor -14% of parents said they spent less than an hour with their Health Visitor in their baby's first year.

Honor Rhodes, Director of Development at the Family and Parenting Institute said: "Parents tell us they love Health Visitors. They give a uniquely valuable service that cannot be found elsewhere, parents trust their advice and turn to them easily when they are anxious or concerned about their new child.

"A child's earliest months are a unique opportunity to help parents equip themselves to be the best parents they can be for the rest of their child's life. This decision today is one of the most important things that government could do in terms of helping every child have a bright future.

"We are very pleased that the Government has been listening to what we and parents have been saying about the need for more Health Visitors. We just hope the plans to increase the number of Health Visitors will rectify the postcode lottery and that mothers and fathers across the country receive the support they want and need from a well trained Health Visitor."

The Family and Parenting Institute is determined to keep up the pressure of its campaign until England has a universal health visiting service. Yesterday (Wednesday 11 February 2009) it put in a freedom of information request to all PCTs in the country to find out how many children under five each Health Visitor sees. The findings will be published in April.

Added Honor: "It is parents love and need for Health Visitors that has driven our campaign. It is totally unacceptable for one parent to receive more support in the early years of their child's live than another – just because of where they live. We are delighted the Government has recognised the important role they play in helping parents."

- ENDS -

• * The Child Health Strategy
• **Find out more about the Family and Parenting Institute's Health Visitor campaign

For more information
Please contact Emma Brennan on 020 7424 3477, press@familyandparenting.org or out of hours 078139 51418.

Notes to editors
The Family and Parenting Institute researches what matters to families and parents. We use our knowledge to influence policymakers and foster public debate. We develop ideas to improve the services families use and the environment in which children grow up.

Mums and dads across the country need flexible working to help them beat the credit crunch – and so do businesses.

So says the Family and Parenting Institute in response to The Federation of Small Businesses' calls to delay the plans to extend the right to request flexible working to all parents with children aged 16 and under*.

Two thirds of parents fear they will not be able to pay the bills in six months time – of which 18% blame the cost of childcare**.

Yet only 7% said they would cut back on childcare costs. This suggests that although it is big financial burden, for many parents there is no alternative.

Being able to work flexibly helps parents juggle the time they spend at work and looking after their children. It is a huge issue for mums and dads in this country. A third of parents want to have their say on policies around flexible working – compared to 29% wanting to be more vocal about childcare***.

Sally Gimson, Director of Communications at the Family and Parenting Institute said: "Parents have told us they want to be able to work flexibly. It makes a massive difference to their family life – and can help improve their financial situation by saving them money on childcare.

"And in a recession lots of small businesses are going to be expecting parents to work flexibly too - so it should be a two way street. If businesses are concerned about the extra paperwork, they could offer flexible working out right to all staff which would help them save time and money. Flexible working need not mean less working but being more imaginative about how work is organised."

Currently only parents of disabled children aged 18 and under, and parents of under six year olds have the right to ask their employer to work flexibly. This is due to change in April to include all parents with children 16 and under.

- ENDS -

• * http://www.google.com/hostednews/ukpress/article/ALeqM5iTwQdw80xkOCUTF4-C4m-Sf52LWA

• **Findings from the Families and the credit crunch 2008 report

• ***Findings from the Family and Parenting Institute omnibus survey. View here

For further information
Please contact Emma Brennan in the Family and Parenting Institute's press office on 020 7424 3477, 078139 51418 or email press@familyandparenting.org.

Notes to editors
The Family and Parenting Institute researches what matters to families and parents. We use our knowledge to influence policymakers and foster public debate. We develop ideas to improve the services families use and the environment in which children grow up.

The Families and the credit crunch 2008 findings are based on a YouGov surveyof 5309 parents of under 16 year olds across the UK, with a range of
household incomes. The survey was carried out online between 23rd – 28th October
2008. Figures are unweighted.

• Websites should not offer children e-wish lists;
• advertising on websites used by children should be clearly marked as promotional material, particularly advergames;
• and businesses should promote positive messages to kids.

That's according to a new report released today by the Family and Parenting Institute (Monday 2nd February 2009) which reveals how some websites such as Barbie.com give children the chance to make a wish list of toys which can be emailed to their parents, friends or other relatives.

The study, called 'Business thinks family', also highlights some of the ways companies are targeting children that fly in the face of the spirit of current regulation such as pushing expensive products that are out of reach of the average family budget*.

Mary MacLeod, Chief Executive of the Family and Parenting Institute said: "Parents tell us they are constantly put under pressure by their own children for the latest must have toy or computer games. This can cause family arguments as parents tell their kids that they can't have everything they see advertised on TV or online.

"It is important that regulation is adhered to and businesses should work together to make sure that it is."

The report makes a number of recommendations including clearly marking advertising. This is particularly important when it comes to advergames as many children don't realise that the game they are playing is actually an advertisement.

Dr Agnes Nairn, author of the report and Professor of Marketing at two of Europe's leading Business Schools said: "New ways of targeting children using websites are appearing all the time. But this brings difficulties for parents. The borderless nature of the internet means that regulation isn't enough to stop companies targeting children – businesses need to lead from the front."

Companies in other countries have taken steps to tell children more about their advertising practices. Some businesses in the USA have labels like 'Ad Alert' on promotional material on websites which links to a short note explaining what it means.

And, a compensatory approach has been popular in France and the USA. This is where commercial companies sign up to a number of pledges including spending half of their advertising expenditure targeting children on promoting positive messages such as healthy eating. The Family and Parenting Institute is keen to see similar initiatives over here.

Many children are more au fait with the internet than their parents; mums and dads are left in the dark as to what their children are up to online.

The Family and Parenting Institute is eager for businesses to run an information programme telling parents about the types of advertising their children may come across online and the rights they have to protect their children from commercial pressures.

Added Mary: "What's encouraging is that businesses are willing to take action. We've seen a number of changes to websites because of our research – including websites marking some of their content as unsuitable for children. We urge all businesses to review their marketing practices to see what they can to ease the burden of pester power on parents."
- ENDS -

• The ICC Code states that: "Marketing communication should not imply that the product being promoted is immediately within the reach of every family budget".

For more information
Please contact Emma Brennan on 020 7424 3477 or email press@familyandparenting.org. Out of hours 078139 51418.

Notes to editors
The Family and Parenting Institute researches what matters to families and parents. We use our knowledge to influence policymakers and foster public debate. We develop ideas to improve the services families use and the environment in which children grow

Dr Agnes Nairn is an academic writer, researcher, speaker and consultant on children and marketing www.agnesnairn.co.uk