Bike Helmet Safety Awareness Week 2014 Coalition Meeting April 23, 2014 1:30 – 3:00 p.m.

1. Bike Helmet Safety Awareness Week 2014Coalition MeetingApril 23, 20141:30 – 3:00 p.m.

2. Agenda • Welcome and Introductions • Summary & Results of Bike Helmet Safety Awareness Week 2013 • Goals & Activities of Bike Helmet Safety Awareness 2014 & Beyond • 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

3. 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

4. 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

5. Ohio’s Wheeled Sports Data Ohio Department of Health, 2011

7. 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.

8. 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.

9. 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.

10. 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

11. 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

12. 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

13. 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!

14. 2014 Helmet Activities • Legislative Update: • Daniel Hurley, Capitol Consulting • Ohio AAP Lobbyist

15. 2014 Helmet Activities • Toolkits and Marketing • Angela Krile, Krile Communications • Ohio AAP Public Relations Consultant

16. Wear Your Helmet to Work/School Day

17. Marketing Campaign

18. Toolkits • Educator toolkits • Legislative toolkits • Partner toolkits • Media tool kits

19. Partner toolkit • 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

20. 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

21. 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.

22. Helmet Fitting Guide

23. 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?

24. 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.

25. 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.

26. 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).

27. 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

28. Bike Helmet Observation Form P = pre-school (0-5) C = child (6-12) T = teen (13-18) A = adult 19-60) S = senior (60+)

29. 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.

30. 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.

31. 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.

32. Child #2 Child #1

33. Child #3 Child #4

34. 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.

35. 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.

36. Ohio AAP Injury Prevention CampaignTeen 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 speed laws. Early research has shown that these contracts can play a role in decreasing teen traffic violations and crashes. Visit: http://ohioaap.org/TeenDriving/

37. Ohio AAP Injury Prevention CampaignSafe Sleep Visit - http://ohioaap.org/SafeSleep

38. 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

39. 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

40. What can the Ohio AAP do for you? Contact Hayley Southworth with any questions or needs at hsouthworth@ohioaap.org (614) 846 - 6258

41. 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!

42. Bike Helmet Safety Awareness WeekMay 9 – 18, 2014