Appendix 1

Public Communication Campaign - Summary of Recommendations

We recommend that a steering group is established, led by Welsh Assembly Government, to manage the campaign that brings together representation across key stakeholder groups.
We recommend that a Lead Officer with public communication expertise is identified to work within Welsh Assembly Government and is given sufficient authority, time and administrative support to implement the steering group’s decisions. This post would be reviewed after two years and then annually

Sound, recent, statistical evidence on attitudes to corporal punishment within the family and the incidence of its use in Wales is not readily available. Ideally a through, longitudinal independent study would run alongside any public communication exercise.
Alternatively there is a need to undertake quantitative research to provide baseline figures for evaluation. As a minimum, The Welsh Omnibus Survey could be used to indicate changes in public attitudes. A series of carefully designed questions may do much to reveal attitudes. Repetitions might be needed annually to monitor change.

A clear message needs to emerge which can be conveyed in a simple, consistent way, without stigmatising parents. This campaign should avoid terms such as "child abuse” and make clear that it covers all types of corporal punishment and promotes non-violent discipline.

All divisions of WAG should be made aware of the need to review all documentation relating to policy, regulation and guidance to include promoting non-violent discipline messages where possible.

There should be a series of seminars such as the one that took place in Torfaen. A ring fenced fund should be made available to Framework Partnerships across Wales, to encourage each to deliver this seminar.
A toolkit of resources should be developed for use by professionals and volunteers working in this field. Suggestions for the contents of the toolkit are made in Appendix 5.
CAU could devise and deliver an accredited training programme to allow the creation of a freelance resource of approved trainers across Wales.

A review of existing materials should be undertaken and a selection listed in the toolkit. This list could also be included on a website or in other campaign materials. Any gaps in resources, e.g. adequate resources for Welsh speakers, should be identified and the required resources commissioned.

This is a very sensitive and complex campaign. Skilled PR/media specialists will be required, working with strong guidance from experienced professionals in the field.

In the absence of legal change it is possible to create the space within which discussion and debate can take place through a communication campaign that would raise the issues.
A high profile national launch linked to the information provided by the preliminary survey is likely to be successful in capturing broadcast and press media attention.

Care must be taken not to stigmatise parents who recognise that they need help. Most parents need some help and guidance at some stage and information and support should be universally available

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