Case Study: Safe Kidz Walking

The organisation promotes walking to school by providing a website with information on schemes, working with local schools and publishing guides for parents and teachers (distributed free throughout the UK via local authorities). The ‘commercial’ side of the organisation aims to develop and sell products that support the schemes listed, and to promote sustainable transport in general.

The products are unique; stylish, high visibility in fun colours rather than mini industrial versions like their competitors tend to supply. Their theory for children’s fluorescent, reflective clothing: ‘if they like it, they’ll wear it’ and that parents will be more likely to let their children walk or cycle if they wear high vis.

Products:

• High visibility (fluorescent, reflective) clothing and accessories for children (BrightKidz) and adults (BrightSportz).
• Walk to school promotional items for example; ‘walking bus’ stickers & reflective badges.

There are three main ranges:

• BrightKidz: children’s hi-visibility clothing and accessories.
• BrightSportz: adults hi-visibility for sport/leisure clothing and accessories.
• Walk This Way: walk to school promotional products; mainly hi-visibility. Items are usually fluorescent & reflective such as the badges for walking bus.

How it Started

The idea for the enterprise came about in 2003 after parents set up a Walking Bus scheme at their local school. A website was set up shortly afterwards to promote the Walking Bus idea and then in March 2004 the high visibility clothing idea was under way with the help of a School Design Team and local co-operative garment manufacturer. The enterprise became a company limited by guarantee in March 2004.

Social/Environmental Benefits

They aim to provide employment on a part-time basis for parents to help fit in with school hours. They also aim to employ retired people who may want to work only a few hours a week. By employing people who live locally they can help to reduce traffic, and they aim to minimise the number of car journeyys made whenever possible. The enterprise prides itself in sourcing mainly from UK suppliers as it benefits both the economy and environment.

Contact Details

Co-operatives^EM

Co-operatives East Midlands brings people and organisations together to promote, develop and support co-operative enterprise in the East Midlands region.

The Co-operative Advantage

• Combined social goals and business success.
• Rooted in the communities they serve.
• Participation of members in running the business.
• Responsive and accountable.