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To prevent Victorian children being run over in their family driveways

To prevent Victorian children being run over in their family driveways. April 2011 – Victorian Coroner’s Court “ Toddlers account for almost 70% of all fatal driveway incidents involving children” “Working group to tackle driveway deaths ”. MEDIA RELEASE. Victorian Data.

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To prevent Victorian children being run over in their family driveways

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  1. To prevent Victorian children being run over in their family driveways .

  2. April 2011 – Victorian Coroner’s Court “Toddlers account for almost 70% of all fatal driveway incidents involving children” “Working group to tackle driveway deaths” MEDIA RELEASE

  3. Victorian Data • Confidential data from the Coroner’s Court and The • Royal Children’s Hospital revealed that since 2000: • 14 young children have died as a result of a vehicle being reversed over them in their family driveway; and • there were 81 presentations of young children with non-fatal injuries that required admission to The Royal Children’s Hospital Trauma Service.

  4. Analysis of the data • Children injured both fatally and non-fatally were usually under the age of 6 • Ninety-two per cent of the fatalities occurred at the child’s home • 25% of those children who survived the driveway incidents sustained severe and permanent injuries such as brain damage

  5. Incidents • Most occurred in the child’s family driveway – others in the driveway of a friend or a relative’s home • The vehicles were driven by a parent, family member or friend • Vehicles: four wheel drives, utes, trucks and vans • 85% of the drivers were unaware a child was nearby • high incidence - September and March • high risk - between 4pm-6pm & 8am-10am

  6. Target audiences • Primary audience • Parents of children under 6 • Secondary audience • Carers/grandparents • Drivers of 4WDs, people movers and utes

  7. Actioning the problem • Communication Plan • Creative concepts sought from advertising agencies (images and text) • Brief for an agency to conduct qualitative research on creative concepts • Concepts focus tested - recommendations • An amalgamation of the images and messages tested was created

  8. Key message • Just because you can’t see me, doesn’t mean • I’m not here • to remind parents of children under the age of 6, of how invisible a child can be behind a vehicle.

  9. Call to action • Never reverse unless you know where they are • to help parents make sure they know where the children are safely located before they reverse in their driveway.

  10. The campaign • Launched - 24 July • Victorian Minister for Community Services • TheRoyal Children’s Hospital • Considerable media interest (radio, print & TV) • 74 radio advertisements – 4 day block • OCSC website – ongoing

  11. Campaign launch – Mr Shane Gauci – father of Ben - who generously shared his story at the launch and with the media

  12. The campaign • Follow up • Poster distribution (early childhood & MCH) • Articles and poster image in child-related publications • Future • Radio advertisements repeated (link to web)

  13. Contact Christine Withers Office of the Child Safety Commissioner Level 20, 570 Bourke Street Melbourne 3000 Phone: 8601-5886 Email: childsafe@ocsc.vic.gov.au Website: www.kids.vic.gov.au

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