Parents As Partners - Tilley 2012

Main project objectives


  • reduce alcohol youth related antisocial behaviour by 10% over a year period
  • educate parents and young people of the dangers and implications
  • create and encourage parents as partners in tackling the issue
  • change people’s perceptions about what was being done and the successes

Organisation name:  Sheffield Drug and Alcohol Action Team
Part of a wider programme:  Tilley
Partnership agencies contributing to this project:

  • Sheffield Drug Alcohol Action Team (DAAT)
  • South Yorkshire Police
  • Sheffield Safeguarding Children’s Board
  • Sheffield Trading Standards
  • Sheffield Futures (Youth Provision)
  • Westfield Sports College

Areas addressed by project:

  • Underage drinking
  • offences against the Licensing Act
  • Antisocial behaviour

Did the project involve an offender?  Yes
Sex of Offender:  Both
Type of Offender:  Alcohol Abuser
Age of Offender:  10-18
Did the project involve a victim?  Yes
Age of the victim?   Various ages
Sex of the victim?  Both
Type of victim:  Householders, Repeat victimisation, school children
Region where project took place:  Yorshire and Humber
Type of area that project took place within:  Mixed
Start and end date:  20 February and is ongoing
Financial costs of project:
Most activities were supported by partners agencies under routine budgets due to recognition of the value and benefit of the project.  The following expenditure was also incurred:

  • £500 start up for funding marketing materials from Neighbourhood Action Team budget
  • An additional £1500 was approved from Police and Crime Standard Department Alcohol related Partnership Activity fund to further invest in marketing materials for Woodhouse SNA. 
  • It was also agreed to fund the roll out of the project into 3 other SNAs who had also identified underage drinking as  SNA priority (£2000 for each SNA)

Resource costs of the project: 

Marketing materials were purchased through the finance described above.  Printing of materials was sourced by Sheffield DAAT.
Staff resources depended on the activity the group was undertaking.

Source of budget for project:  Specific funding accessed as above.


Research and consultation with the main stakeholders was conducted into why this was happening.  Key research was through a confidential survey conducted with pupils of the 4 secondary schools in the area which revealed important information that then shaped the project.  It was felt that parents had an essential and integral part to play in the project.


The result from the young person’s survey provided detailed information about locations/offenders and victims and was a key informant of the initiative.  The questionnaire showed that the majority of children got their alcohol from parents and secondly from mates.  It also showed that the majority drank to be social and secondly for special occasions.

After consultation, the noticeable gap was that the majority of stakeholders were unaware of the scope of the problem, often overestimated the level of underage drinking and viewed most groups of young people on the streets with a degree of suspicion and unease.  The analysis process enabled a clear understanding of where alcohol was being obtained, why young people were drinking and the desperation parents felt in terms of addressing the problem.


Parents as Partners went live on 20th February 2010 following a period of research/consultation with stakeholders during 2009/2010.  The name of the project was chosen to reflect the importance of parents in addressing the issues identified and that the partnership felt that it was key that parents needed to work with them. 

The response stage looked at education, enforcement and prevention involving an extensive range of stakeholders.  Every opportunity was exploited to educate parents and the general public about the issues of young people consuming alcohol.  Specific targeting of young people and their parents took place through Parent Advisory Letters used for young people involved in ASB. Other actions included delivering drugs and alcohol awareness sessions, alcohol seizures, targeted deployment of officers & plain clothes patrols in key areas, joint home viists, test purchase operations and provision of diversionary activities. 

A Neighbourhood Action Group substance misuse tasking group was formed including key stakeholders. This group met regularly and was key to driving actions.

Evaluation Details: 

Assessment and evaluation were dynamic processes conducted throughout the initiative to ensure focus and to enable reaction to change/developments.  Measurement was by simple comparison of results before and after the response phase using the same criteria and comparative dates to assess whether the key objectives had been achieved.  Additional results were by qualitative example.

Data from police/council and other stakeholders obtained over a 12 month period after commencement of the initiative indicated that times when youth related alcohol ASB occurred remained the same.

In order to show a baseline within this document attempts have been made to collate ASB data for 2009 from SYP databases.  Due to data retention policy this is no longer available.  However those figures were instrumental in identifying this as a major issue for the area.


There was a 20% reduction in alcohol youth related ASB over a period of a year.

The SNA piloted joint home visits by PCSOs and Sheffield Futures  were well received by parents leading to a roll out across Sheffield.

Since 2010 Parents as Partners has been rolled out in 4 other SNAs where underage drinking has been identified as a community priority.

Other Benefits: 

We have been able to provide community reassurance and education by using the project to give out consistent messages but also messages that wee localised through consultation with our young people.

We have greatly strengthened and improved our partnership working.  Through regular and meaningful communication we have achieved results and even greater ‘buy in’.  This enthusiasm is in turn recognised by our communities.

Most important lessons:

Just how much can be achieved through partnership working.

We have valued our partners contributions and recognised each other’s areas of expertise when allocated actions at meetings to get the best out of the partnership.

By having the resources/materials readily available to all partners it has greatly widened our ability to get our message into the community.  It has therefore spread the workload and not been dependent on one partner getting the messages across.

Things to do differently:

It has been suggested that the name of the project is misleading.  Perhaps consultation or the use of a focus group in the early stages would have alleviated or identified this issue.

Involved parents as well as young people in the design and evolution of the project so that parents key messages could have been identified too.

The use of a formal launch event which would not have to be costly but practical to create interest and get information to the community. We could have used our local shopping centre who have since assisted with other events.

Contact Name:  Tracey Ford
Email Address:
Organisation:  Sheffield Drug and Alcohol Action Team
Alternative Contact:

This evaluation shows the findings of one of many successful approaches to tackling underage drinking. 
By promoting this material on the Effective Practice Publications area of the Home Office website we are not implying that this is the only effective approach to tackling underage drinking, we are merely suggesting that this is one approach that appears to yield successful outcomes.


Date: Wed Jan 09 10:43:11 GMT 2013

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