Childhood vehicle safety
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CHILDHOOD VEHICLE SAFETY. Beth Bruce, PI Lisa Cramm, HQP Krista Whittle, HQP. 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.

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CHILDHOOD VEHICLE SAFETY

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Childhood vehicle safety

CHILDHOOD VEHICLE SAFETY

  • Beth Bruce, PI

  • Lisa Cramm, HQP

  • Krista Whittle, HQP

Child Passenger Safety Conference


Auto21 network centre of excellence

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


Research team

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


Partners

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


Vehicle crashes are the leading cause of death and injury for canadian children

Vehicle crashes are the leading cause of death and injury for Canadian children

Child Passenger Safety Conference


Childhood vehicle safety

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


Childhood vehicle safety

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


Correct booster seat use

Correct Booster Seat Use

Reduces child deaths by 71%

Reduces severe injury by 67%

Child Passenger Safety Conference


What we need to know

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


Phase one

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


Discrete choice experiment

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


Discrete choice experiment1

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


Forced choice survey

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


Data collection

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


Survey experiences

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


    Sample

    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


    Childhood vehicle safety

    Demographics

    Majority of respondents were:

    Mothers

    Aged 30-39 years

    Urban dwellers

    Canadian and English speaking

    Higher education

    High income

    Child Passenger Safety Conference


    Findings

    Findings

    • Four segments identified

    • Unique demographic profiles

    • Overall similar importance associated with booster seat behaviour

    Child Passenger Safety Conference


    Importance of attributes

    Importance of Attributes

    Child Passenger Safety Conference


    Childhood vehicle safety

    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


    Childhood vehicle safety

    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


    Childhood vehicle safety

    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


    Childhood vehicle safety

    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


    Childhood vehicle safety

    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


    Childhood vehicle safety

    Booster Seat Certificate

    Child Passenger Safety Conference


    Childhood vehicle safety

    Magnet

    Child Passenger Safety Conference


    Childhood vehicle safety

    Postcard

    Child Passenger Safety Conference


    Childhood vehicle safety

    Child Passenger Safety Conference


    Childhood vehicle safety

    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


    Childhood vehicle safety

    Questions?

    Child Passenger Safety Conference


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