First 1000 Days Collaborative Programme /
Rhaglen Gydweithredol y 1000 Diwrnod Cyntaf
Social Insight Project:
Parents1 who access specialist
Third Sector services
BRIEF
Date: 21st December 2016
Version: 1
Purpose and Summary of Document

A briefing on the requirements of Public Health Wales for a parental insight
project to inform the development of the First 1000 Days Collaborative
Programme in Wales.

To invite agencies to submit proposals against this brief.
1
Context
Population health trends in Wales highlight that more could be done to
accelerate the improvement of outcomes in the early years to give every
child the best start in life, and to reduce the inequality gaps in outcomes
between different groups in the population. More recently, evidence about
the impact of adverse childhood experiences (ACEs)2 has demonstrated
that exposure to childhood trauma has lasting impacts on health outcomes
across the whole life course; the risk of harm can be greater if children are
For this project, we refer to parents as people who are in a parenting relationship with a child
during the first 1000 days of life i.e. at a point in time from conception to the child’s second
birthday
2
http://www.wales.nhs.uk/sitesplus/888/page/88504
1
Date: 21st Dec 16
Version: 1
Page: 1 of 10
First 1000 Days
Parental Insight Brief: Specialist Third Sector Services
exposed during the first 1000 days of life which represents the most rapid
phase of development.
To address this system wide challenge, a national multi-agency
senior leadership group established a ‘First 1000 Days Collaborative
Programme’ which is focused on improving outcomes from
conception to the child’s second birthday.
1.1
First 1000 Days Programme
The First 1000 Days Collaborative Programme recognises this critical time
of life in both heavily influencing the development of children and their
health and wellbeing trajectories throughout their lives (and for future
generations), and also in securing the high return on investment for
services and society more broadly.
It is an improvement Programme which seeks to promote and support
effective working between all elements of the ‘system’ which surround
parents during pregnancy and in the first two years of their child’s life. The
broad system includes staff in: midwifery; health visiting; social work;
primary care; community pharmacies; allied health professions; police and
probation; criminal justice; community and hospital paediatrics; accident
and emergency; GP out-of-hours; community organisations e.g. preschool play groups; third sector support organisations; Flying Start;
Communities First; Families First; community housing; advice centres;
benefits offices; and others.
The Collaborative Programme is focused on three outcomes, namely:



the best possible outcome for every pregnancy
children achieve their developmental milestones at two years of
age
children are not exposed to or harmed by multiple adverse
childhood experiences (ACEs) in the first 1000 days
In the context of these three outcomes, the key focus is on addressing the
psycho-social risk and protective factors which impact on the ability of
parents to parent effectively, which will directly impact on outcomes for
their children. The broader context to this work in Wales includes key
pieces of legislation such as the Wellbeing of Future Generations Act and
the Social Services and Wellbeing Act, the Violence Against Women
Domestic Abuse and Sexual Violence Act, programmes such as Together
for Children and Young People and Healthy Child Wales, and emerging
agendas such as Adverse Childhood Experiences (ACEs).
Two initial trial sites were identified (Wrexham and Torfaen) where
mapping of the current ‘system’ around pregnancy and early childhood
was completed. Key findings included recognition that:
Date: 21st Dec 16
Version: 1
Page: 2 of 10
First 1000 Days
Parental Insight Brief: Specialist Third Sector Services
o There are a large number of services focused in the early years
and families which include core NHS and Local Authority services,
those funded by national programmes, and the third sector.
o Current services focus on dealing with established problems
rather than identifying risk factors/need, intervening earlier to
address them, and building protective factors.
o Services do not typically operate as a whole system, and there is
variation in access to and delivery of services both within and
between different areas.
o Some programmes and services are confined to geographical
areas, and not based on identified need e.g. there is notable
inequality in services available between Flying Start and non
Flying Start areas, whilst evidence shows that high levels of need
exist outside of Flying Start areas.
o There is no consistent process for escalating intervention in
response to need
o Use, and sharing of data, could be improved
o There are opportunities to do things better, and to do so at scale
1.2
The need to seek parental insight
Work on the Programme to date has mostly involved technical
developments and engagement with the service partners who have been
named above. An approach is being developed which seeks to
meaningfully engage parents in the Programme so that their involvement
and insight can help to shape the Communication Plan for the programme,
and also the proposed system improvement projects that will emerge at
local and national levels.
It is widely recognised that a significant amount of awareness-raising is
needed around the importance of the first 1000 days of life. This insight
project will inform future work such as a ‘national conversation’ about
what we mean by the best start to life with expectant parents, parents of
very young children, grandparents, and the wider community.
2
Aim & Objectives of the project
2.1
Aim
The aim of this insight project is to develop a deeper understanding of
parental behaviour, attitudes, motivations, influences, needs, triggers,
barriers & facilitators, knowledge, and experiences during the first 1000
days of their child’s life. The findings will support the Programme to better
Date: 21st Dec 16
Version: 1
Page: 3 of 10
First 1000 Days
Parental Insight Brief: Specialist Third Sector Services
understand what the ‘best start in life’ means to different groups of
parents.
We want to explore with parents their views on key areas of interest to
the First 1000 Days Programme:





How did they feel when they first found out they were expecting a
baby? What were their aspirations, hopes, and fears for themselves
and their child at this time?
What did they find most challenging in their parenting role, and in
meeting their aspirations? What did they find most helpful? They may
find it useful to reflect on different stages of the first 1000 days, such
as early pregnancy, later stages of pregnancy, first few weeks
following birth, or when their child reached their first or second
birthday.
Asking about a time when they wanted to know something important
or needed support in relation to their parenting role, did they feel
able to ask for help? Where did they go? Did they feel supported?
Why did they choose the options that they did? What might have
influenced their decisions?
Public Health Wales is currently undertaking research into adverse
childhood experiences (ACEs), and the impact that they can have on
child development, on adult health and wellbeing, and on future
generations. There is some evidence that asking people about their
own experiences as children in a sensitive and supportive way can be
beneficial e.g. enquiring as part of attending a GP appointment. We’re
looking for opportunities to broaden this type of approach within
other services, and we’d be interested in ascertaining from parents:
How they would feel if they were asked about this (in the context of
the first 1000 days)?
o How they would feel if they were asked about this (in the
context of the first 1000 days)?
o When might be a good / bad time to have been asked?
o Who might be the best person to have this type of
conversation with, and how would they like it to be
approached?
Further lines of enquiry may be refined and agreed with the successful
agency. Framing a methodology and questions to elicit this information is
part of the Insights Project Brief, and it must be recognised that the issues
will be of a very personal and potentially sensitive nature. It also needs to
be recognised that:
- there will be significant variations in the experiences of
individuals, and the approach must be careful to respect and
protect the highly subjective nature of the responses whilst also
being able to draw out key themes.
Date: 21st Dec 16
Version: 1
Page: 4 of 10
First 1000 Days
Parental Insight Brief: Specialist Third Sector Services
- not all pregnancies are planned, and it is therefore essential that
the individuals conducting the project have sufficient experience,
and understanding of relevant networks, to respond appropriately
to a wide range of parental circumstances, including being able to
signpost for further support should it be required
NB: This brief, for a cohort of parents that access specialist third sector
support services who could be described as being at a higher level of
risk/vulnerability, complements a more ‘universal’ brief which is being
developed concurrently to gain insights from parents who aren’t identified
via specialist support services.
There is therefore a requirement for both appointed contractors to
collaborate initially to shape the method and the approach, in order to
provide insight output that is broadly comparable between cohorts. This
will be guided by Public Health Wales once the contracts are awarded.
It is a further requirement of the contract that the insight methodology is
made available in enough detail to enable replication in other areas in the
future.
2.2







Objectives
Identify suitable methodology to access parents as participants,
including where they can be best reached and how. This will include
the need to work closely with the agencies outlined in Appendix A.
Collaborate with the lead contractor for the ‘universal’ cohort
contract to develop a generic methodology including questions and
data capture framework, and to avoid potential duplication.
Conduct appropriate insight work across different locations in Wales
(see section 3.1).
Update and work with the First 1000 Days Programme Delivery
Team during the project in order to provide progress assurance,
and to refine the approach as required.
Produce a report outlining the key insight messages from each
parental category/location, and recommendations on how we could
use this information to target engagement/activity more effectively
Present the findings to a group representing the First 1000 Days
Programme, in oral and written formats, as part of an interactive
and innovative session to engage stakeholders in the findings of
the insight work
Present and conduct individual workshops with local partners in the
four geographical areas sampled to share ‘actionable insight’ and
facilitate them in deciding which actions to take forward and how.
Date: 21st Dec 16
Version: 1
Page: 5 of 10
First 1000 Days
3
Parental Insight Brief: Specialist Third Sector Services
Methodology
The exploratory nature of our requirements allows freedom for the
collaborating agencies to outline their preferred insight methods. A
sensitive and carefully considered approach is required to engage with all
parents in the project.
3.1
Sampling and recruitment
In order to access the cohort of parents for this project, the agency will
need to work with providers of specialist services in the Third Sector
(Appendix A) that support parents who are dealing with challenging
circumstances including domestic abuse, mental illness and low mental
wellbeing, substance misuse, relationship problems including parental
separation, and incarceration. It is recognised the sample will include
parents at different stages of their child’s life, but will need to be within
the boundaries of pregnancy up to the child’s second birthday i.e. within
the first 1000 days of life.
Sampling is required from different parts of Wales, including the two
current First 1000 Days Programme trial sites (Wrexham and Torfaen
Local Authority Areas), and supplemented where possible/feasible by
other areas (to be agreed with the successful agency) including:



A site in the South Wales Valleys representing high levels of socioeconomic deprivation
A site representing a mostly rural area with a high proportion of
Welsh language speakers; it is important to recognise that key
insight messages will be different in both Welsh and English
languages and will not be effective if simply ‘translated’.
A site representing a mostly urban area with a greater proportion of
black and minority ethnic groups than the Welsh average.
There is no minimum sample size; however, bids will need to outline how
a balance is struck between the quality and depth of insight gained, whilst
ensuring that a broad enough sample is acquired across the different risk
factor categories (Appendix A) and areas in Wales.
4
Budget
A total indicative budget of up to £24,000 (exclusive of VAT) is available
for this work. We will be releasing a proportion of the budget at the end of
phase 2 (to be agreed with the successful agency upon awarding the
contract), with the rest to be paid at the successful completion of phase 3.
Date: 21st Dec 16
Version: 1
Page: 6 of 10
First 1000 Days
Parental Insight Brief: Specialist Third Sector Services
Timescales
Phase 1
Milestone
Date
Tender released
21st
December 2016
Proposal deadline
20th January 2017
Evaluation panel to meet
24th January
Contract award date
25th January
Phase 2
Milestone
Date
Initial meeting to discuss and agree a detailed
delivery plan against the submitted proposal
By 8th February
Regular meetings/ teleconferences to provide
progress updates
Every 1-2 weeks during
the data collection work
Presentation of initial results (key themes) by
verbal report to the First 1000 Days
Programme Delivery Team
By Friday 31st March
Phase 3
Milestone
5
Date
Regular meetings/ teleconferences to provide
progress updates
Every 1-2 weeks during
the data collection work
Submission of final written report
By end June 2017
Presentation of results to the First 1000 Days
Programme Board
By end July 2017
Presentation and workshop with local partners
in the geographical areas sampled to present
the findings and host a discussion about the
‘actionable insights’
By end July 2017 (to be
agreed with local
partners)
Proposal requirements and deadline
We welcome bids from both individual agencies and a consortium of
agencies. The deadline for proposals is 1.00pm on the 20th January 2017.
Proposals should be sent to [email protected], copied to
[email protected].
The proposal submitted should include information about:
 Your understanding of the brief
 Proposed methodology
 Approach to sampling, recruitment and fieldwork
Date: 21st Dec 16
Version: 1
Page: 7 of 10
First 1000 Days
Parental Insight Brief: Specialist Third Sector Services
 Experience of conducting and analysing qualitative insight work
 Ability to provide service bilingually as a required i.e. in Welsh and
English
 Relevant experience, especially in relation to the potentially
sensitive nature of the work
 Proposed timetable
 The minimum guaranteed number of people we would expect to be
engaging with, including a breakdown of costs such as: the cost per
interview e.g. face-to-face, focus group, phone, social media; the
cost of data collations and analysis; the costs of presentation and
workshop input; the cost of providing a final report with ‘actionable
insight’ recommendations; the cost of providing a model for future
replication.
 Personnel - including background, experience
 Whether any part of the project would be subcontracted, and if so
to whom
 Details of ethical considerations and governance
6
Bid Quality Criteria
Bids will be evaluated against the following criteria and weightings. You
are required to provide evidence to substantiate your response against
each of the criteria in order to aid the evaluation process by the evaluation
panel. Failure to provide such information and evidence may affect your
final score and ranking.
Quality Criteria
Clear understanding of brief
Weighting
(Total 100%)
15%
Methods
30%
Recruitment approach
15%
Level of experience of qualitative insight work
of this type
Price
15%
25%
The Tender responses will be assessed by a tender evaluation panel who will
apply the following scoring system:



0 – Non-compliant response with no evidence provided
1 - Partial compliant response with anecdotal evidence only
2 - Partial compliant response with very limited documentary
evidence
Date: 21st Dec 16
Version: 1
Page: 8 of 10
First 1000 Days

Parental Insight Brief: Specialist Third Sector Services
3 - Fully compliant and coherent response supported by robust
documentary evidence
Please note: Where a supplier scores 0 in a particular section, the panel
reserves the right to not consider evaluating the offer any further.
7
Further information
Any contract offered will be subject to NHS Conditions of Contract for the
Supply of Services (Feb 2008). For a copy or for further information about
this brief please contact:
Dafydd Gwynne, Principal Health Promotion Practitioner, Public Health
Wales:
 Tel: 01248 675882
 Email: [email protected]
Sarah Morrison, Programme Manager, Public Health Wales:
 Tel: 02920 104651
 Email: [email protected]
Date: 21st Dec 16
Version: 1
Page: 9 of 10
Appendix 1: List of specific risk factors and examples of Third Sector organisations*
Risk Factor
Example of relevant Third Sector organisations in Wales
Domestic abuse, sexual violence, other Welsh Women’s Aid
forms of violence against women
http://www.welshwomensaid.org.uk/
Substance and alcohol misuse, mental Drug and Alcohol Charities Wales
health problems
http://dacw.co.uk/
Mental health problems
Gofal
http://www.gofal.org.uk/about-us/
Parenting & relationship problems
Relate Cymru
https://www.relate.org.uk/cymru
Being involved with the criminal justice Barnado’s
system or are/were incarcerated
http://www.barnardos.org.uk/what_we_do/our_work/children_of_prisoners.htm
Child protection and prevention of cruelty NSPCC
and neglect
https://www.nspcc.org.uk/fighting-for-childhood/what-we-stand-for/wales/
Action for Children
https://www.actionforchildren.org.uk/what-we-do/
Children and families requiring additional
Children in Wales
support.
http://www.childreninwales.org.uk/aboutus/
*Please note: this list is indicative and not exhaustive, and some organisations support people with a number of
risk factors. Proposals will need to detail which Third Sector organisations will be engaged with to access parents.
Date: 21st Dec 16
Version: 1
Page: 10 of 10