Dundee case study
Background
Dundee, a city in Scotland, has taken significant steps to improve communication accessibility for people with communication difficulties. This initiative is part of a broader movement to fulfil Equality, Diversity, and Inclusion (EDI) obligations and to make public spaces and services more accessible.
Key Drivers and Stakeholders
- Lead Contributors: Abi Roper (City St George’s, University of London Research Fellow, living in Dundee), Amy Hanschell (Tayside NHS SLT), Sarah Heatley (Tayside NHS SLT)
- Community Partners: Speakability Tayside, Dundee City Region Convention Bureau (specifically Tracy Duncan), Dundee UNESCO city of Design (specifically Design Festival Directors Annie Marrs and Calum Rennie), Dundee Contemporary Arts (DCA – specifically Beth Bate), University of Dundee (specifically Emma Watt and Susan Giel), Dundee Heritage Trust, and others.
- Target Groups: Frontline staff (customer service, reception, housing officers, social workers), team leaders, managers, HR, learning and development advisors, employability teams, community engagement officers, EDI leads, administrative staff, event volunteers, and key stakeholders in the tourism and hospitality sectors.
Implementation Approach
- Training Rollout: Communication Access UK training was offered free of charge to a wide range of staff and volunteers across Dundee’s public, cultural, and hospitality sectors.
- SLTs spoke to local business and charity leaders via email, in person and through presentation and employed the following motivation strategies:
- Leveraged competitive spirit by highlighting early adopters (e.g., DCA, Dundee Design Festival volunteers and staff).
- Provided deadlines and incentives, such as completing training before major conferences and offering positive publicity.
- Engaged influential local figures (e.g., Tracy Duncan) to champion the initiative.
- Communication and Engagement:
- Used emails and EDI meetings to promote the training.
- Shared human stories to illustrate the impact of communication difficulties and the importance of accessible communication.
- Targeted communications through tourism industry newsletters and local access groups.
Outcomes
- Widespread Uptake: Training was completed by staff and volunteers at major cultural venues and events, with commitments from additional organizations.
- Sector Engagement: The initiative reached a diverse array of sectors, including heritage, education, hospitality, and tourism.
- Community Impact: Raised awareness of communication difficulties (e.g., aphasia, often resulting from stroke) and equipped staff to better support individuals with these challenges.
Lessons Learned
- Incentives and Deadlines: Setting clear deadlines and offering incentives (such as publicity) increased participation.
- Leadership Buy-In: Securing support from influential local leaders and organizations was crucial for momentum.
- Storytelling: Sharing real-life stories helped personalise the need for communication access and motivated action. This was first initiated in relation to the DCA where the local aphasia support group (Speakability Tayside) have been long-term hire customers of the venue.
