A new report,  Delivering Effective Services to Children and Families in Rural Areas: the early lessons from SureStart ,   demonstrates some of the solutions adopted and how they are overcoming the problems of providing a much-needed resource to a ...
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Every child matters: Giving children in rural areas a SureStart - 3 February 2004

The report, Delivering Effective Services to Children and Families in Rural Areas: the early lessons from SureStart, demonstrates some of the solutions adopted and how they are overcoming the problems of providing a much-needed resource to a scattered population of disadvantaged children and families.


Around 700,000 children in rural areas live on the margins of poverty, but historically the needs of children in rural areas have been difficult to tackle and are often overlooked because they are dispersed and are living some distance from services and other help. In a report published today (3 February), the Countryside Agency shows ways in which SureStart, the government’s programme aimed at children under four and their families, has helped some of these children.  

Difficulties such as lack of suitable premises, few existing resources (including trained and experienced staff) and the additional time and costs involved in working in remote locations mean that more creative and flexible solutions are required if needy rural children are to benefit from the programme.    

Working with the Department for Education and Skills and the Department for the Environment, Food and Rural Affairs, the Countryside Agency has helped to “rural proof” the SureStart programme, so that it can be delivered effectively in rural areas.  

The report, Delivering Effective Services to Children and Families in Rural Areas: the early lessons from SureStart,  demonstrates some of the solutions adopted and how they are overcoming the problems of providing a much-needed resource to a scattered population of disadvantaged children and families.  

Speaking in York today at the first in a series of conferences* aimed at finding ways of improving services for children and families in rural areas, Margaret Clark, director of the Countryside Agency said:

“Children in rural areas need a good start in life, but they often find it difficult to access important services. We must remember that not everyone lives within walking distance of a school, doctors surgery or library. This report shows how, by thinking rural and developing imaginative ways of reaching those in need, national programmes such as SureStart can be delivered effectively in rural areas. For example, the mobile toy library in Berwick and improved community facilities in Berrynarbor which has meant a new Tumble Tots exercise session for children under four, demonstrates the success of a more flexible approach.”

Case studies from the first rural SureStart programmes include:

  • Berwick Borough – promoting skill development     

The programme built a 12 place nursery in Wooler, Northumberland, but had difficulties recruiting experienced nursery staff, which was compounded by the 80 mile round trip to the nearest college. SureStart worked out a creative solution with the high school and college by offering interviews at the nursery for those undertaking the NVQ3 modules in baby care. Contact: Jan Casson 01668 283372   

  • East Lindsey Coastal Ribbon – volunteer driver scheme, bringing families to services   

The majority of residents use the service to visit their GP, a specialist children’s health service (which may be more than 75 miles away) or a dentist (of which there are none in the SureStart area). Local parents run the scheme.   Contact: Angela Hickin 01507 474411  

  • West Somerset – operating mobile services, CLOWNS   

CLOWNS, a voluntary organisation, has been providing mobile play sessions across West Somerset. However, its new role for SureStart has extended to taking a health visitor to isolated homes. The new CLOWNS’ van was specially adapted for outreach purposes with a play space and a separate area for consultation.  

Other SureStart rural programmes included in the study are:

  • China Clay, Cornwall – Ann Van Dyke 01726 627821
  • Ilfracombe, Combe Martin and Berrynarbor, Devon – Diane Pedley 01271 865825
  • Kington & Leominster, Herefordshire – Ros Adama 01432 383340
  • North-East Derbyshire – Rosie Kightley 01246 852228
  • Oswestry, Shropshire – Michael Jarrett 01691 656513
  • Staffordshire Moorlands – Louis Hughes 01298 687162/3
  • West Allerdale, Cumbria – Gordon Henry 01900 819190   

The report, Delivering Effective Services to Children and families in Rural Areas: the early lessons from SureStart (CA 151)  was written by the National Council of Voluntary Child Care Organisations (NCVCCO). Copies can be downloaded at http://www.countryside.gov.uk/publications or obtained from Countryside Agency Publications, PO Box 125, Wetherby, LS23 7EP. Tel: 0870 120 6466.

* The Countryside Agency, Daycare Trust and NCVCCO are jointly running three one-day conferences “Delivering Services to Children and Families in Rural Areas: from SureStart to Children’s Centres”:

  • 3 February, Le Meridien, York;
  • 12 February, Thistle Hotel, Exeter;
  • 25 March, Jury’s Inn Hotel, Birmingham. 

The Countryside Agency is the statutory body working to make the quality of life better for people in the countryside and the quality of the countryside better for everyone. The Countryside Agency is a non-departmental public body sponsored by the Department for Environment, Food and Rural Affairs.

SureStart is a key part of the Government’s strategy to end child poverty by 2020. It is aimed at children under four years and their families and was created to improve the life chances of younger children through better access to family support, health services, early education and play.