CHILDHOOD VEHICLE SAFETY

1. CHILDHOOD VEHICLE SAFETY • Beth Bruce, PI • Lisa Cramm, HQP • Krista Whittle, HQP Child Passenger Safety Conference

2. AUTO21 Network Centre of Excellence • Research and Industry Funded Research Network • Excellence in research • Collaborative research teams • Partnerships – academia and end users • Building research capacity - HQP Child Passenger Safety Conference

3. Research Team • ACADEMIC RESEARCH TEAM • Dalhousie University • University of Windsor • McMaster University • University of Toronto • University of Manitoba • University of Northern BC Child Passenger Safety Conference

4. Partners • PUBLIC & PRIVATE SECTOR • Canadian Pediatric Society • Child Safety Link • Magna International • Safekids Canada • Nova Scotia Department of Health Promotion & Protection Child Passenger Safety Conference

5. Vehicle crashes are the leading cause of death and injury for Canadian children Child Passenger Safety Conference

6. Vehicle Crashes Transport Canada reports that over 75% of injured children were wearing seat belts at the time of the crash (2005) Seat belts cannot offer adequate protection for children under 80 lbs. or less than 4’ 9” tall Child Passenger Safety Conference

7. Why are children at risk? 85% of Canadian parents attempt to use some type of safety system to protect their children…….. But, only 15-20% use safety systems adequately School aged children are at 10 times greater risk of death or severe injury Misuse or lack of use primarily responsible Child Passenger Safety Conference

8. Correct Booster Seat Use Reduces child deaths by 71% Reduces severe injury by 67% Child Passenger Safety Conference

9. What we need to know… • Why do practices vary? • How do practices vary? • How can we effectively alter practice? • What are the ideal attributes of an intervention? • How effective are these interventions? Child Passenger Safety Conference

10. Phase One • Discrete Choice Experiment • Online survey – multiple attribute choice tasks • 999 versions • Identify segments of population with similar booster seat utilization preferences • Demographic Profile – national, regional Child Passenger Safety Conference

11. Discrete Choice Experiment • Used in market research • Enables researchers to test for “importance” and “values” placed on attributes of product • Can help to predict consumer behaviour related to changes in the product being tested Child Passenger Safety Conference

12. Discrete Choice Experiment • Advantages: • Uncovers hidden (or real) biases or attitudes which may not come through on a simple ranking scale • Better reflection of “the real world” • Disadvantages: • Complex • Respondents may feel that choices are not “applicable” Child Passenger Safety Conference

13. Forced Choice Survey Children are very uncomfortable in this booster seat Manufacturers say this booster seat prevents injuries Children are uncomfortable in this booster seat Scientific studies prove this booster seat prevents injuries Children are very comfortable in this booster seat My doctor says this booster seat prevents injuries This booster seat is easy to install My child always argues about sitting in a booster seat This booster seat is very easy to install My child often argues about sitting in a booster seat This booster seat is difficult to install My child sometimes argues about sitting in a booster seat Child Passenger Safety Conference

14. Data Collection • Collection completed in 8 provinces – 2 ongoing • Surveys completed on a laptop • 15 minutes • Anonymous • Data transmitted electronically to McMaster site Child Passenger Safety Conference

15. Survey Experiences • Data collection sites - target sample (parents of 4-9 year olds) • Pools – Swimming lessons, public swims • Skating practices • Hockey practices, hockey tournaments • Dalplex – fieldhouse jungle gym (FunZone) • Dancing lessons • Other provinces – dental offices, physician offices, day care, immunization clinics, ambulatory care Child Passenger Safety Conference

16. Sample • 1580 participants • 8 provinces • Parents of 4-9 year olds • Transport children in a car • Diversity of settings • English & French speaking Child Passenger Safety Conference

17. Demographics Majority of respondents were: Mothers Aged 30-39 years Urban dwellers Canadian and English speaking Higher education High income Child Passenger Safety Conference

18. Findings • Four segments identified • Unique demographic profiles • Overall similar importance associated with booster seat behaviour Child Passenger Safety Conference

19. Importance of Attributes Child Passenger Safety Conference

20. Findings Overall families reported that the key factors that most influence their booster seat use are: Awareness of the benefits of preventing an injury Booster seat regulations for height and weight Societal expectation to consistently use a booster seat Regular enforcement of booster seat laws Child Passenger Safety Conference

21. Intervention Targets Raise awareness that booster seats prevent injuries Provide information on correct use - age, weight, height regulations Expect regular enforcement Create a social culture where using booster seats are an expectation – “the norm” Child Passenger Safety Conference

22. NS Pilot Study Two elementary schools Grades 1, 2 and 3 Intervention School 20 minute booster seat class session Booster seat certificate Booster seat fridge magnet Child Safety Link post card/booklet Control School Standard car seat booklet distributed by Child Safety Link Child Passenger Safety Conference

23. Data Collection Pre and post intervention Naturalistic observation of booster seat use Children’s age and height Child reported booster seat use Child Passenger Safety Conference

24. Booster Seat Tool Kit Children, Parents, Enforcement, Health professionals Online video game Bobby Shooster Rides a Booster program Classroom session Resource materials - magnet, booster seat certificate, cling-on poster, post card, police pocket card You Tube video Police training Police road side car safety check tools Website Social-marketing campaign Advocacy kit Child Passenger Safety Conference

25. Booster Seat Certificate Child Passenger Safety Conference

26. Magnet Child Passenger Safety Conference

27. Postcard Child Passenger Safety Conference

28. Child Passenger Safety Conference

29. National Research Outcomes Booster Seat Tool Kit Feasibility Adaptability Practicality Sustainability Distribute through public and private partnerships Develop and test targeted interventions for least users Child Passenger Safety Conference

30. Questions? Child Passenger Safety Conference