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CHILDHOOD VEHICLE SAFETY

• Beth Bruce, PI• Lisa Cramm, HQP• Krista Whittle, HQP

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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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Research Team

• ACADEMIC RESEARCH TEAM• Dalhousie University• University of Windsor• McMaster University• University of Toronto• University of Manitoba• University of Northern BC

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Partners

• PUBLIC & PRIVATE SECTOR• Canadian Pediatric Society• Child Safety Link• Magna International• Safekids Canada• Nova Scotia Department of Health Promotion

& Protection

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

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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

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Vehicle Crashes

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• 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 responsible16/04/2010

Why are children at risk?

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Correct Booster Seat Use

Reduces child deaths by 71%

Reduces severe injury by 67%

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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?

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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

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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

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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

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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

Forced Choice Survey

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Data Collection• Collection completed in 8 provinces – 2

ongoing• Surveys completed on a laptop • 15 minutes• Anonymous• Data transmitted electronically to McMaster

site

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Survey Experiences• Data collection sites - target sample (parents

of 4-9 year olds)Pools – Swimming lessons, public swims Skating practicesHockey practices, hockey tournamentsDalplex – fieldhouse jungle gym (FunZone)Dancing lessons

• Other provinces – dental offices, physician offices, day care, immunization clinics, ambulatory care

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Sample

• 1580 participants• 8 provinces• Parents of 4-9 year olds• Transport children in a car• Diversity of settings• English & French speaking

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•Majority of respondents were:• Mothers • Aged 30-39 years • Urban dwellers• Canadian and English speaking• Higher education• High income

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Demographics

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Findings

• Four segments identified

• Unique demographic profiles

• Overall similar importance associated with booster seat behaviour

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Importance of Attributes

CourseFines

ReminderCost

DesignEscape

EaseEvidence

Negative behaviorPeers

EnforcementComfort

Social normRules

Benefit

0 2 4 6 8 10 12 14 16

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Overall families reported that the key factors that most influence their booster seat use are:

1) Awareness of the benefits of preventing an injury

2) Booster seat regulations for height and weight3) Societal expectation to consistently use a

booster seat 4) Regular enforcement of booster seat laws

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Findings

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• 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”

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Intervention Targets

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• 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

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NS Pilot Study

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•Pre and post intervention

• Naturalistic observation of booster seat use

• Children’s age and height

• Child reported booster seat use

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Data Collection

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• 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

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Booster Seat Tool Kit

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Booster Seat Certificate

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Magnet

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Postcard

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•Booster Seat Tool Kit• Feasibility• Adaptability• Practicality• Sustainability

•Distribute through public and private partnerships

•Develop and test targeted interventions for least users

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National Research Outcomes

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Questions?