1. CHILDHOOD VEHICLE SAFETY Beth Bruce, PI Lisa Cramm, HQP Krista Whittle, HQP 16/04/2010Child Passenger Safety Conference1

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 16/04/2010 Child Passenger Safety Conference 2

3. Research Team ACADEMIC RESEARCH TEAM Dalhousie University University of Windsor McMaster University University of Toronto University of Manitoba University of Northern BC 16/04/20103Child 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 16/04/20104Child Passenger Safety Conference

5. Vehicle crashes are the leading cause of death and injury for Canadian children 16/04/2010Child Passenger Safety Conference5

6. 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 16/04/2010Child Passenger Safety Conference6 Vehicle Crashes

7. 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 16/04/2010Child Passenger Safety Conference7 Why are children at risk?

8. Correct Booster Seat Use Reduces child deaths by 71% Reduces severe injury by 67% 16/04/2010Child Passenger Safety Conference8

9. What we need to know… W hy 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? 16/04/20109Child 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 16/04/201010Child 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 16/04/2010Child Passenger Safety Conference11

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” 16/04/2010Child Passenger Safety Conference12

13. 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 16/04/201013Child 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 16/04/201014Child 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 16/04/2010Child Passenger Safety Conference15

16. Sample 1580 participants 8 provinces Parents of 4-9 year olds Transport children in a car Diversity of settings English & French speaking 16/04/201016Child Passenger Safety Conference

17. Majority of respondents were: Mothers Aged 30-39 years Urban dwellers Canadian and English speaking Higher education High income 16/04/2010Child Passenger Safety Conference17 Demographics

18. Findings Four segments identified Unique demographic profiles Overall similar importance associated with booster seat behaviour 16/04/201018Child Passenger Safety Conference

19. Importance of Attributes 16/04/2010Child Passenger Safety Conference19

20. 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 weight 3) Societal expectation to consistently use a booster seat 4) Regular enforcement of booster seat laws 16/04/2010Child Passenger Safety Conference20 Findings

21. 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” 16/04/2010Child Passenger Safety Conference21 Intervention Targets

22. 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 16/04/2010Child Passenger Safety Conference22 NS Pilot Study

23. Pre and post intervention Naturalistic observation of booster seat use Children’s age and height Child reported booster seat use 16/04/2010Child Passenger Safety Conference23 Data Collection

24. 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 16/04/2010Child Passenger Safety Conference24 Booster Seat Tool Kit

25. 16/04/2010Child Passenger Safety Conference25 Booster Seat Certificate

26. 16/04/2010Child Passenger Safety Conference26 Magnet

27. 16/04/2010Child Passenger Safety Conference27 Postcard

28. 16/04/2010Child Passenger Safety Conference28

29. Booster Seat Tool Kit Feasibility Adaptability Practicality Sustainability Distribute through public and private partnerships Develop and test targeted interventions for least users 16/04/2010Child Passenger Safety Conference29 National Research Outcomes

30. 16/04/2009Child Passenger Safety Conference30 Questions?