Bike Helmet Safety Awareness Week 2014
Coalition Meeting
April 23, 2014
1:30 – 3:00 p.m.
Agenda
• Welcome and Introductions
• Summary & Results of Bike Helmet Safety Awareness Week 2013
• Goals & Activities of Bike Helmet Safety Awareness 2014 & Beyond
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Grant Submissions and Grading
Funding Update
Legislative Update - Daniel Hurley, Capitol Consulting
Toolkits and Marketing – Angela Krile, Krile Communications
• Helmet Fitting Demonstration – Dr. Sarah Denny
• Observations – Methodology, How to Get Involved, Etc.
• Other Ohio AAP Injury Prevention Public Campaigns
– Teen Driving – Dr. Mike Gittelman/Lea Barker
– Safe Sleep – Dr. Sarah Denny
• Questions/Partner Updates
Welcome!
• Thank you for joining us today!
• Your contributions have and will make this
week a success.
• Meet the Ohio AAP Bike Helmet Team:
– Dr. Mike Gittelman, CCHMC
– Dr. Sarah Denny, Nationwide Children’s Hospital
– Hayley Southworth, Ohio AAP
– Melissa Wervey Arnold, Ohio AAP
Why Bike Helmet Safety?
• Bicycles remain associated with more
childhood injuries than any other consumer
product except the automobile
• Helmet use reduces the risk of
– Head injury by 85%
– Severe brain injury by 88%
• It is estimated that 75 % of bicyclist-related
fatalities among children could be prevented
with a bicycle helmet
Summary = High injury rate, high morbidity, proven prevention fix
Ohio’s Wheeled Sports
Data
Ohio Department of Health, 2011
Results from 2013 - Media
• Story in the Wall Street Journal, Good Day Columbus, Ohio
News Network, and at least 300 additional media outlets!
• Resolution by the Ohio State Senate designating Bike
Helmet Safety Awareness Week May 6-10, 2013
• News releases and local stories carried throughout the state
• We reached out to over 12 million people in Ohio
with earned and social media! (Conservative estimate
for May 6-10)
– A summary of the media coverage can be found at the Injury
Prevention section of the Ohio AAP website.
Results from 2013 –
Events/Helmet Distribution
• Over 100 events held through partners of the Ohio AAP,
including:
– Legislative event in Cleveland with former Senator and
Governor George Voinovich
– School assembly at Hawthorne Elementary in Columbus
– Variety of events held through CCHMC
• Other events held independently throughout Ohio.
• Distributed almost 4,000 helmets.
• Over 190 advocates included in Bike Helmet Coalition
data; 37% increase from 2012.
Results from 2013 - Observations
• Observations provide data relating to helmet use for anyone
seen riding a bicycle during the observation period. The data
will be used to evaluate trends for helmet use in three child
age groups:
– Preschoolers (0-5 years)
– Children (6-12 years)
– Teenagers (13-18 years)
• Observations also note helmet use be adults (19-60) and seniors (60+).
• Observations conducted on 9 different dates and 13
locations May – July 2013.
– 47% of those observed were wearing bike helmets.
• An increase from 40% in 2013; however, biggest gain was in adults and
seniors.
Goals for 2014
• Contact over 14 million people through earned and
social media
– 15% increase from 2013
• Increase Facebook “Likes” to over 1,000
• Hold 5 legislative events throughout Ohio
• Have partner to provide incentives for enforcement
– Currently seeking a partner for this initiative
• Increase funding and number of helmets for 2015
distribution
Long-term goals
• Increase helmet usage to at least 30% (from 15-20%
in 2012) in next 2 years
• Increase observation sites around the state
• Increase involvement from:
– Pediatricians
– Universities
– Bike Clubs
– Law Enforcement
• Passage of statewide legislation requiring helmet
use for children under age 16
2014 Helmet Activities
• Grant Submissions and Grading
– Received over 80 grants from across the state
• Applicants included Health Depts., Elementary Schools,
Children’s Hospitals, private orgs, etc.
– Awards determined based upon grading system:
• Number of activities in community, county
• Detail of plans already in place for helmet activities
• Involvement of community partners (law enforcement,
elected officials, schools, AAP members, etc.)
– Goal of making an impact with many groups &
locations; to serve as a catalyst for awareness
2014 Helmet Activities
• Funding Update
– Ohio AAP Foundation - $10,000.00 (2014)
• Funds raised through events, grants, donations, etc.
• Funds can be specified for helmets, locations, etc.
– Honda of America Mfg. - $15,000.00
• $7,500.00 – 2013/2014
• $7,500.00 – 2014/2015
– Always looking for additional companies to
approach
• If you have a connection and would like to partner,
contact us!
2014 Helmet Activities
• Legislative Update:
– Daniel Hurley, Capitol Consulting
– Ohio AAP Lobbyist
2014 Helmet Activities
• Toolkits and Marketing
– Angela Krile, Krile Communications
– Ohio AAP Public Relations Consultant
Wear Your Helmet
to Work/School
Day
Statewide Media
Outreach
• Print
• TV
• radio
Social Media
• Put A Lid on it FB page
• FB add targeting parents
of kids < 15 years
School Outreach
• Elementary School
Administrators’
Association
Marketing
Campaign
Legislative
Advocacy
Grassroots outreach
• Bike shops
• E-news to AAP members
• OIPP, ODH, OPHA
• Childrens’ Hospital Association
Toolkits
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•
•
•
Educator toolkits
Legislative toolkits
Partner toolkits
Media tool kits
Partner toolkit
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Introduction letter
Copy of the resolution
Flier for the event
Put A Lid On It fact sheet
How to Fit a helmet fact sheet
Press release
Sample e-mail to members/employees
Sample social media posts
Letter to the editor template
What if You Don’t Have a
Budget?
• AAP has media lists
• Borrow from other public awareness
campaigns
• Join with a partner organization
• Focus on social media and “earned” media
Helmet Fitting Demonstration
– Place the helmet low on the forehead, just above the
eyebrows.
– Show the children that the helmet straps should be
snug under the chin so the helmet stays in the same
position.
– Show the children that the helmet should not move
back and forth or side to side.
– Demonstrate that when children wear a helmet on
the back of their head (move helmet so forehead is
well exposed) that the helmet cannot do a good job
of protecting the brain.
Helmet
Fitting
Guide
Ohio AAP Direct Observations
• Partnership with
Community Organizations
• Methods
– Every spring for 5 yrs
– At least 4 major Ohio cities
– 2 observations
• 30 min stationary
• 60 min driving
• Looking for a volunteer to
lead this effort statewide.
– Is your organization able?
Bicycle Helmet Observation Form
County:
Place Observed:
Date:
Time Start:
Weather: Overcast
Partly Cloudy
Approximate temperature:
Alone or together with:
Bicyclist
1
2
3
4
5
6
7
8
9
10
11
12
13
14
15
16
17
18
19
20
21
22
23
24
25
Age
P
P
P
P
P
P
P
P
P
P
P
P
P
P
P
P
P
P
P
P
P
P
P
P
P
C
C
C
C
C
C
C
C
C
C
C
C
C
C
C
C
C
C
C
C
C
C
C
C
C
P = pre-school (0-5)
C = child (6-12)
T = teen (13-18)
A = adult 19-60)
S = senior (60+)
T
T
T
T
T
T
T
T
T
T
T
T
T
T
T
T
T
T
T
T
T
T
T
T
T
A
A
A
A
A
A
A
A
A
A
A
A
A
A
A
A
A
A
A
A
A
A
A
A
A
S
S
S
S
S
S
S
S
S
S
S
S
S
S
S
S
S
S
S
S
S
S
S
S
S
Stationary or Driving
Time End:
Sunny
Gender
Wearing
Helmet
M
M
M
M
M
M
M
M
M
M
M
M
M
M
M
M
M
M
M
M
M
M
M
M
M
Y
Y
Y
Y
Y
Y
Y
Y
Y
Y
Y
Y
Y
Y
Y
Y
Y
Y
Y
Y
Y
Y
Y
Y
Y
F
F
F
F
F
F
F
F
F
F
F
F
F
F
F
F
F
F
F
F
F
F
F
F
F
N
N
N
N
N
N
N
N
N
N
N
N
N
N
N
N
N
N
N
N
N
N
N
N
N
Accompanied Accompanying
by an adult
adult wearing
helmet
Y
N
Y
N
Y
N
Y
N
Y
N
Y
N
Y
N
Y
N
Y
N
Y
N
Y
N
Y
N
Y
N
Y
N
Y
N
Y
N
Y
N
Y
N
Y
N
Y
N
Y
N
Y
N
Y
N
Y
N
Y
N
Y
N
Y
N
Y
N
Y
N
Y
N
Y
N
Y
N
Y
N
Y
N
Y
N
Y
N
Y
N
Y
N
Y
N
Y
N
Y
N
Y
N
Y
N
Y
N
Y
N
Y
N
Y
N
Y
N
Y
N
Y
N
Notes from the observer on challenges/issues:
Observational Study Design
• Each county has two observers who are
trained on:
– Observational study design
– Age estimation exercise
• Each county has two observational sites:
– Good locations include schools, parks,
playgrounds, etc.
– It is recommended that observers contact their
local bike shops or bicycle groups to identify
popular cycling areas.
Observational Study Design
• Observers conduct combinations of stationary
and driving observations at each site.
– Each observer picks their own site.
– Stationary observations are 30 minutes.
– Driving observations are 60 minutes.
• Variations by county/site are possible.
• We have a target time period to try to get
comparable results from each observation site.
– May and June each year.
– Goal: All observations completed by June 30th.
Observation Study Design
• Observations are conducted on non-rainy,
relatively warm days.
• For each site, the observers conduct the
observations at the same time of day/part
of week (weekend or weekday).
An example of how the observations may be conducted is listed below:
Observer A
Observer B
Site One
30 min stationary
+ 60 min driving
Site Two
30 min stationary
+ 60 min driving
Example of One County:
• Pickaway County Observers:
– Hayley and Tony Southworth
• Site One: Hayley observing, Tony driving
– Stationary 30 min.: Ted Williams Park
– Driving 60 min.: Route from Court St. to Main St.
• Conducted on Saturday, May 25th between 12 and 4 pm
• Site Two: Tony observing, Hayley driving
– Stationary 30 min.: Nicholas Elementary School
– Driving 60 min.: Route from Nicholas to Watt St.
• Conducted on Saturday, June 1st between 12 and 4 pm
Bike Helmet Observation
Bicycle Helmet Form
Observation Form
County:
Place Observed:
Driving
Date:
Time Start:
Weather: Overcast
Partly Cloudy
Approximate temperature:
Alone or together with:
Bicyclist
1
2
3
Age
P
P
P
C
C
C
P = pre-school (0-5)
C = child (6-12)
T = teen (13-18)
A = adult 19-60)
S = senior (60+)
T
T
T
A
A
A
S
S
S
Stationary or
Time End:
Sunny
Gender
Wearing
Helmet
M
M
M
Y
Y
Y
F
F
F
N
N
N
Accompanied
by an adult
Y
Y
Y
N
N
N
Accompanying
adult wearing
helmet
Y
N
Y
N
Y
N
About Observation Form
• Use one data entry line per child.
– There are 25 lines per page, so you will likely need
more than one copy to document all children
observed in the period of time.
• When noting age, use your best estimate.
– Viewing the age estimator PowerPoint would be
helpful prior to doing the observations.
• Try to answer the questions in all columns for
each child being observed.
Please Note:
• If you do not observe any riders, please
contact us.
• You may be asked to do another
observation if your schedule/weather/time
permits.
Sample:
Practicing Age Estimation
The following slides contain photos of children of different
ages and racial/ethnic backgrounds. Practice your skills
at age estimation by guessing if the following children
would be classified as age:
– Less than 5 years;
– 5 to 9 years; or
– 10 to14 year.
For a greater challenge, try guessing the child’s exact age!!
Answers are provided at the end of the exercise.
Child #1
Child #2
Child #3
Child #4
How did you do?
Child #1: 13 years
Child #2: 7 years
Child #3: 5 years
Child #4: 10 years
- The full age estimation exercise will be emailed
to observers.
Incentives for Observers
• Each observer provided a $20 gas card to help
cover the cost of gas for driving observations.
• Additional funds are available for regional
observation leaders who agree to recruit and
manage observations in their region of Ohio for
the next 3 Springs.
– Amount of this funding to be determined by number
of interest parties.
– Contact Hayley Southworth for information on
becoming a Regional Observation Leader.
Ohio AAP Injury Prevention Campaign
Teen Driving
Make a PACT with your teen!
The Parent/Teen Contract creates
conversation between parents and
teens and creates rules and
consequences for a safe driving
environment. The contract includes
guidelines on driving in dangerous
weather, nighttime driving,
distracted driving, passenger and
Visit:
speed laws. Early research has
http://ohioaap.org/TeenDriving/ shown that these contracts can play a
role in decreasing teen traffic
violations and crashes.
Ohio AAP Injury Prevention Campaign
Safe Sleep
Visit - http://ohioaap.org/SafeSleep
Questions & Partner Updates
• If you are unable to ask your questions or
provide an update due to our limited time,
please send information to Hayley
Southworth by email for follow-up.
– hsouthworth@ohioaap.org
As an injury prevention
advocate, what can you do?
•
•
•
•
•
Develop partnerships
Increase awareness of the data with colleagues
Increase bike safety discussions at well child visits
Contact your schools, PTA, church, youth groups
Write a letter to the editor or an op-ed piece in your
local paper
• Support the Ohio AAP bike helmet awareness week
What can the Ohio AAP do
for you?
Contact Hayley Southworth with any
questions or needs at
hsouthworth@ohioaap.org
(614) 846 - 6258
•
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•
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•
•
Thank You!
Ohio Chapter, American Academy of Pediatrics
Ohio AAP Foundation
Honda of America Mfg.
Daniel Hurley, Capitol Consulting
Angela Krile, Krile Communication
Sarah Denny, MD
– Ohio AAP Injury, Violence & Poison Prev. Co-Chair
• Mike Gittelman, MD
– Ohio AAP Injury, Violence & Poison Prev. Co-Chair
• AND ALL OF YOU!
Bike Helmet Safety Awareness Week
May 9 – 18, 2014