Natural England

NCAF 7/3 Information plan

Introduction

1. This plan sets out a framework for providing external information1 on access rights and responsibilities and the opportunities available to enjoy the English countryside. Our audience includes countryside users, landowners and managers and local and national park authorities. We want to give people the confidence and knowledge to enjoy the countryside, including new access land2 , safely and with consideration for those who live and work there. It is also essential that local authorities, national parks and both private and public sector land owners and managers understand their roles, especially in the light of the new countryside and rights of way legislation.

2. Because the Government is seeking 'more effective publicity and information about both new and existing access opportunities', and because many countryside trips combine more than one type of access (linear and open, statutory and permissive), the plan does not focus solely on communicating the new access rights proposed in the Countryside and Rights of Way (CRoW) Bill. It covers the need for information on:

• access land
• public rights of way 
• access agreements and orders under the National Parks and Access to the Countryside Act 1949, and 
• permissive access created through Countryside Stewardship Agreements, inheritance tax or other voluntary agreements.  

3. The Countryside Agency will take the lead in implementing the plan, but its success will depend on collaboration with other partners, many of whom are already doing excellent work to improve and publicise access opportunities. We will work with other government agencies, local and national park authorities, the voluntary sector, tourist boards and commercial organisations. We will also draw 
on consultancy help where necessary for research and to help deliver the plan. Many of the ideas proposed in Annex 1 will be refined and developed in the light of future discussions with potential partners, cosponsors and external advisers. 

4. We are working with the Countryside Council for Wales and Scottish Natural Heritage with the aim of ensuring that messages are consistent with information provided in Wales and Scotland, where appropriate

Objectives and audiences

5. The plan's objectives are:-

a. To give people (the whole population) the confidence and knowledge to enjoy the countryside by:

• raising awareness of their rights and responsibilities (new and existing)
• providing information on where they can go, and how to find out more  

Materials will be tailored to suit informed regular countryside users, those who visit the countryside less often, children and young people at home, school and in organised groups, those with special needs, such as visual impairment, and ethnic groups.

b. To gain the co-operation and goodwill of land owners and managers ('occupiers') by making them aware of: 

• their rights and responsibilities regarding access and 
• techniques for positive visitor management  

c. To help and encourage local authorities and others to carry out their statutory duties and use their powers with regard to countryside access by providing them with the necessary information on new legislation and best practice 

Strategy and timescale

6. The new statutory right of access to open countryside is a valuable and newsworthy 'hook' on which to hang the broader range of messages about enjoying the countryside in general. As different phases of implementation take place, we will be able to renew the awareness campaign and develop our messages in different ways. Annex 1 shows how the full range of information and longer-term campaign will be phased to take advantage of these developments.

7. To summarise, the main stages of information provision will be: 
a. July-October 2000 i.e. up to Royal Assent for CRoW Bill - what the Bill proposes, how we are preparing, next steps and likely timetable. A leaflet, aimed at the interested user or occupier, is in preparation.

b. ongoing from Royal Assent, as first provisions of Act come into force (but before new rights are available on access land) 

• awareness campaign to all main audiences  - focus on new and existing rights and responsibilities, on opportunities that already exist although access land is not yet available, and on progress towards implementation. Introduce new symbol for access land. This campaign will be sustained with a range of materials and media activity throughout the spring and summer, including an Easter launch of Country Code and safety information, to reach the maximum number of countryside visitors. 
  
  
• publication of procedural guidance to local authorities and occupiers e.g. on mapping process and restrictions. Updated advice for occupiers on managing access.  

c. on first implementation of new access rights (end of 2001?) for about two years3  - a national campaign in the first instance, repeated around the country in phases as conclusive maps of access land are published in each area. 

• Focus public information, using a range of media and information formats, on the new opportunities: 'where you can go' (recognising access land symbol, finding information locally, from maps and guides and on Internet, how to find out about restrictions) and 'what you can do' (rights and responsibilities). Provision of on-site information and signing. 
• Target advice to occupiers on rights, responsibilities, managing access and the restrictions procedures. Publicise incentives for improving access.  

This extended publicity phase will also see the launch of an access land database (to be linked to the proposed National Access Database), and a succession of 'information products' targeted at specific groups including schoolchildren and young people, ethnic groups and the socially excluded. We also propose to run a national awareness campaign in spring each year until at least 2003 to reinforce the key messages on rights and responsibilities.

Value for money

8. Our strategy aims to get maximum value for money by:

a) generating free media and press publicity. Given the wide public interest in visiting the countryside, and the news value of the new right of access, we would expect good media and press coverage for our messages, and do not plan to pay for advertising. Our media strategy will include both news and feature coverage at national, regional and local level, as well as in the outdoor press and membership magazines. Once access land is available, we would encourage local papers and walking magazines to run 'day out' series featuring the new access opportunities.

b) working with partners who are already providing information to countryside users  We will support events/educational programmes, walking festivals etc and ensure that they have the necessary information to include in all of their publications. We will also work with them on the design of signing, access information points etc. and the accessibility of access land information on the Internet. We are also keen to work with partners on joint publications, where appropriate, as we did with NFU and CLA on the original booklet 'Managing Access' for farmers and land owners, and are discussing with Ordnance Survey how to show access land on their maps.

c) producing an attractive range of information materials. For all audiences, it is essential that the design and style tempts them to read or use it and find out more. The new access codes and guidance are the building blocks for many different information materials, from websites and leaflets, to display panels and schools packs. They will be presented in a range of ways to suit the audience and the need but we propose to adopt a striking and graphic common identity4 which will link everything from the (revised) Country Code to more detailed procedural advice. This approach will also keep design costs down.

d) seeking sponsorship for appropriate products. We will seek commercial sponsorship for certain information materials, especially those connected with the Country Code and Access Charter which need to reach as many people as possible. There may be opportunities for links with outdoor equipment manufacturers or retailers, promotions with country pubs etc. We also hope to explore joint ventures with commercial guidebook publishers, public transport operators and local authorities. 

The Disability Discrimination Act 1995 (DDA)

9. In line with the DDA, we aim to provide information in a range of formats which will meet the needs of everyone, including those with a disability. We will use the specialist advice offered by the Central Office of Information's (COI's) Informability Unit to achieve this.

10. We will also encourage our partners to provide sufficient information to help disabled people make their own choice about the suitability of countryside sites and routes. The Agency is involved in several projects working on databases and other information and we plan to publish guidance and good practice examples from pilot studies working with disabled people when they become available. 

Socially excluded groups

11. Socially excluded and ethnic groups often feel discouraged from enjoying the countryside for social and cultural reasons. Experience has shown that dedicated project officers can gain their trust and alter their perceptions, but this requires time. The Agency is already supporting these sorts of projects through regional grant aid and, nationally, is working with the Countryside Recreation Network to produce a good practice guide on social inclusion and countryside recreation. We will continue to work through existing schemes, raising project officers' awareness of the new rights and opportunities

12. In addition, with advice from a specialist unit in COI, we will assess which of our proposed publications should be targeted at ethnic groups, and in which languages.

Monitoring, evaluation and review

13. The plan itself will be kept under continuous review. A comprehensive review of objectives and strategy should be carried out after all access land has been mapped, say 2003.

14. To guide this process, we will commission research into the effectiveness of our information effort to find out whether information is reaching target audiences and objectives are being met. We will also use consultants to pilot test some materials before they are published, and to review the effectiveness of some of the Agency's existing materials e.g. for young people. 

1Internal communications, to ensure all staff and Board members are kept abreast of developments, are equally important. The internal CA Information database will be used for Q&A and other briefing notes to supplement information on the website. A programme of staff training is also planned.
2Access Land is defined in the Countryside and Rights of Way Bill as any land which is wholly or predominantly mountain, moor, heath or down, or over 600m, or is registered common land, or is dedicated as access land 
3This plan assumes that implementation of new rights on access land will be on an area-by-area basis following publication of conclusive maps of access land at the end of the mapping consultation and appeals process in each area. If the Government decides to grant the right of access to some categories of access land at an earlier date, it is unlikely that Internet database information would be available initially. 
4consistent, where appropriate, with Agency house style 

Annex1

INFORMATION PLAN, PRODUCTS AND TARGET AUDIENCES

Notes: 

1. All publications are free unless specified. 
2. Media publicity, website and training will run through all stages. 
3. Most of the items are expected to have a long life (revised as necessary) and will be available throughout the plan period. 

• All audiences, including landowners and managers	Print run 200,000. Distribution -visitor centres, libraries, tourist information centres, local authority offices, parish councils, interest groups. Promote availability through  specialist magazines tourism outlets eg B&B brochures, tourism Internet links etc.
  Summer 2000	1. Access to the countryside - changes afoot Short, interim leaflet - what the bill proposes, how we are preparing for it, next steps and likely timetable.	Mainly interested users	Print run 5,000 to 10,000 Distribution - visitor centres, walking festivals
  	3. National Access Workshop and regional access seminars To focus on implementing the Countryside and Rights of Way legislation	Local authority and national park countryside staff, land agents, and representatives of landowning, farming and user groups.	-
  	4. Mapping of access land Leaflet/booklet explaining mapping process and timetable, Agency criteria for mapping open country, consultation and appeals system, hypothetical case studies.	Informed and interested users, landowners, managers, professional advisers, local authorities	Print run - 10,000 Distribution - local authority, user group and national farming contacts
  Within two months of Royal Assent	5. Access land - restrictions and how they work. To explain management/restriction/closure option and legal positions, Agency criteria for determining applications, appeals system	Landowners/managers, professionals	Print run - 10,000  Distribution - local authority, user group and national farming contacts
  	6. Positive Visitor Management  Summary leaflet - techniques for influencing visitor behaviour and land use through use of design and information, with case studies.	Landowners, managers (including local authorities) and their professional advisers	Print run - 10,000 Distribution - local authority, national park, wildlife advisory group and national farming contacts
  Spring 2001	7. 'Managing Public Access: a guide for farmers and landowners' Update existing joint publication (in conjunction with CLA/NFU) - summarising who does what,	Landowners, managers (including local authorities) and their professional advisers	Print run - 15,000 Distribution - local authority and national farming organisations
  Summer 2000	1. Access to the countryside - changes afoot Short, interim leaflet - what the bill proposes, how we are preparing for it, next stepd and likely timetable.	Mainly interested uses	Print run 5,0000 to 10,000 Distribution - visitor centres, walking festivals
  	legal liability, funds for access works, new mapping and restrictions procedures, positive management techniques, dealing with trespass, land management and obstruction, rights of way, educational and organised use of land.
  	8. New local authority duties under the Countryside and Rights of Way Act (if needed) Free advisory publication to expand on government circular to local authorities	Local authorities and user group and farming representatives	Print run - 8,000 Distribution - local authority, national user group and farming contacts
  Easter 2001	9. Country Code Update to take account of new legislation  Publish as colourful bookmark, children's activity pack and posters.   Incorporate messages in other publications, TV fillers etc.  (Educational materials 2002 - see***)

• All users especially children and young people	Print run bookmark - 200,000 Activity packs - 20,000 Posters - 30,000 Distribution  -visitor centres, libraries, tourist information centres, local authority offices, parish councils, interest groups.
  	10. Access Charter Update to take account of new legislation  Laminated reference card, incorporating Country Code and covering all types of informal countryside recreation.	All users	Print run - 200,000 Distribution  liaise with outdoor shops, rucksack suppliers etc to attach free to purchases.
  	11. Out in the Country Update existing successful booklet to include new	Interested users	-visitor centres, through local authorities, interest groups.
  Summer 2000	1. Access to the countryside - changes afoot  Short, interim leaflet - what the bill proposes, how we are preparing for it, next steps and likely timetable.	Mainly interested uses	Print run - 5,000 to 10,000 Distribution - visitor centres, walking festivals
  	access rights and responsibilities.
  	12. Enjoying the countryside safely  Attractive colour booklet  Focus on access land but also covering other types of access.	All users including group leaders	Print run - 20,000 Distribution - through local authorities, NPAs, visitors centres, national interest organisations and outdoor centres
  On first implementation of new access rights (end 2001?)	13. Access land symbol and style sheet To identify areas of access land on the ground and on OS maps  Similar symbol to be used in both England and Wales	All audiences	Initial supplies for local authorities and land managers from Agency (with guidance on use)
  	14. On site access information points.  Succinct messages - boundary of the land, other access/exit points, recommended routes, any permanent restrictions, Country Code etc.   Guidance on provision of signage and information on access land to form part of information on visitor management (see below).	All users
  	15. Access land database Maps of access land linked to Agency GIS system for managing restrictions and available through Agency website.  Investigate feasibility of linked telephone hotline  Will link to National Access Database of all linear	All users
  Summer 2000	1. Access to the countryside - changes afoot Short, interim leaflet - what the bill proposes, how we are preparing for it, next steps and likely timetable.,/li>	Mainly interested users	Print run 5,000 to 10,000 Distribution - visitor centres, walking festivals
  	and open access  NB Those without personal internet access can use public libraries and other outlets
  	16. Positive Visitor Management Publication/CD Rom expanding on summary leaflet - see(number****)  detailed information on techniques for influencing visitor behaviour and land use through use of design and information, with case studies.	Landowners, managers (including local authorities) and their professional advisers	Print run - 10,000 Distribution - local authority, national park, wildlife advisory group and national farming contacts
  	17. Access Improvement Scheme information  Scheme leaflet and application pack  NB - Scheme should also grant aid landowners and local communities to produce their own local information, including eg information boards in village halls.

Landowners, managers (including local authorities) and their professional advisers	Print run - 20,000  Distribution - through local authorities and national farming contacts
End 2001	18. Rights of way target: progress report/statement To raise profile of rights of way work and target and set scene for future.   Include results of condition survey and studies of legal definition and RoW promotion, and updated advice on Milestones.	Local authorities, interest and user groups	Print run - 5,000  Distribution - local authority, user group and national farming contacts
	19. 'Demand for and use for rights of way' Advice to local authorities to encourage them to do their own local surveys	Local authorities, interest and user groups	Print run - 5,000 Distribution - local authority, user group and national farming
Summer 2000	1. Access to the countryside - changes afoot Short, interim leaflet - what the bill proposes, how we are preparing for it, next steps and likely timetable.	Mainly interested users	Print run 5,000 to 10,000 Distribution - local authority, user group and national farming contacts
	20. 'Researching historical right of way claims' Advice to encourage volunteers to undertake high quality research on historical rights of way network (to complete definitive maps).	Local authorities, interest and user groups	Print run  - 5,000 Distribution - local authority, user group and national farming contacts
Easter 2002	21. 'How to read a map' A leaflet to give people the confidence and knowledge to explore the countryside.  Produce in conjunction with OS	Those who are unable to read a map.	Print run  - 10,000 Distribution - through local authority and user group contacts.
	22. Schools packs Educational materials to incorporate eg Country Code, with links to National Curriculum  Produce in conjunction with DfEE	Primary and secondary school teachers	Print run 5,000 Distribution on demand following extensive publicity.