WEBINAR Engaging Schools and Teens in National Teen Driver Safety Week Start: Wednesday, 09/10/08; 3:00 pm Eastern Duration: 60 Minutes WELCOME! For Audio Please Call 1-800-868-1837, access code 88375442# Host: Brian Johns, DETA WEB/Technical Officer (Idaho) Moderator: David Huff, DETA Chairman (Montana) Guest Presenter: Suzanne Hill, Program Director. Advocacy and Outreach Center for Injury Research & Prevention – The Children’s Hospital of Philadelphia
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Center for Injury Research and Prevention (TraumaLink) · Parent themes School-to-parents of 9th graders – “Start the conversation now” about passenger restrictions, safe passenger
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WEBINAR
Engaging Schools and Teens in National Teen Driver Safety Week
Host: Brian Johns, DETA WEB/Technical Officer (Idaho)Moderator: David Huff, DETA Chairman (Montana)Guest Presenter: Suzanne Hill, Program Director.
Advocacy and Outreach Center for Injury Research & Prevention – The Children’s Hospital of Philadelphia
Engaging Schools & Teens in National Teen Driver Safety Week
AgendaWelcome & Introductions (5 Minutes)•Dave Huff, Moderator
Presentation (30 Minutes)•Flaura K. Winston, MD, PhD, Scientific Director•Suzanne Hill ,Director, Advocacy and OutreachCenter for Injury Research & Prevention, The Children’s Hospital of Philadelphia
Q & A with Presenters (20-25 minutes)Moderated by David Huff
Conclusion (2-3 minutes)David Huff
Courtesy & Dialogue ProtocolsParticipant phones are muted by the system to ensure audio claritySubmit concise questions electronically using the chat box. As many as
possible will be selected for answer following presentationLimit questions to subject under discussion
Today’s presentation
• Introduction - Teen crashes & National Teen Driver Safety Week
• Science behind 2008 campaign• Results of pre-testing• Guided tour of www.ntdsw2008.org• Call to action
Teen driver safety challenge
• Staggering statistics– Cost: $40.8 billion per year of teen crashes– 755 injuries/day (275,000 injuries & deaths per year)– 14 deaths/day (5,000 deaths per year)
• Complexity of addressing challenge– On individual level – development, skills, behavior,
attitudes, norms– On other levels – family, peers, schools, society
• Need to collaborate– THANK YOU FOR JOINING US TODAY!
National Teen Driver Safety WeekOctober 19-25th
• Growing grassroots effort recognized– NTDSW sanctioned by US Congress 2007– 3rd week in October – annual event
• Goal× NOT a one-and-done event
Annual “booster dose” for ongoing grassroots efforts
• Deliver unified, national theme• Rise above the noise
NTDSW 2007
• NTDSW 2007 themes– Importance of parents in teen driving safety– Risks associated with distractions
Despite short timeline between resolution vote and NTDSW (3rd
week in October)…• Strong engagement
– 5 states (AL, AR, DE, FL, and PA) issued state-wide proclamations
– An additional 15 states supported NTDSW through government-sponsored initiatives
– 375 local communities across the country took action during the week
• Strong media coverage: – 39% of the 1,572 stories on teen driving that ran in October 2007
talked about distractions” and 33% about “parent involvement”
NTDSW 2008
Longer timeline supported formative research efforts• Reached out to stakeholders/practitioners
– Meetings with key national organizations– On-line survey
• What do you need to make a difference?
• Reached out to teens– Focus groups– Panel surveys– Pre-testing activities and materials
What to address in NTDSW 2008? Teen crash & injury risk factors
Chen, LH, Baker, SP, Braver, Er, & Li, G. (2000). JAMA
NTDSW 2008 R&DApplying program theory: Formative research
• Overall KO– Reduce crash risk due to passengers; reduce injury and death
risk to passengers and drivers
• Initial BO (based on epidemiology)– No passengers in first 6 months, first 1000 miles
• Behavioral objective investigated– Target constructs: Attitudes, self efficacy, social norms, and
underlying beliefs– Online panel and focus groups to test behavioral objective,
refine target constructs & concepts– Teen participants from Philadelphia region – Online panel N= 625; Focus group=33
• Advantages of driving/riding with other teens– A social activity: cool; fun; hanging with friends; listen to music;
a feeling of independence or freedom
• 85% report that teens drive to go out with friends; 65% say whenthey ride with a teen driver, they drive to have fun
– A helping hand: give directions; answer the cell; “someone else to handle distractions like the radio”
• Disadvantages of driving/riding with other teens– A danger and distraction to driver: increase risk of accident due
to loud noise/music; pressure to “drive drunk, text, make calls, or speed”; “may feel the need to show off” by driving recklessly
– A danger to passengers: inexperienced drivers “could get cocky”
Refining the BO:Understanding teen view on passengers
Refining the BO:Must match BO to the audience
BO Recommendation for Parents: Create and enforce restrictions (No passengers in first 6
months/1,000 miles)
Supporting Results: • Focus Group - Majority of teen respondents strongly opposed
the idea of having to wait six months to drive with other teens• Panel Survey - Parental restriction was the only proactive factor
that might significantly influence teen to NOT ride with newly licensed driver
– 63% said that parental rule would influence or definitely influence their decision
Refining the BO:Must match BO to the audienceBO Recommendation for Teens:
× NO: No passengers in first 6 months/1,000 miles YES: Engage in safe passenger behaviors
Supporting Results:• Focus Group – Teens thought a campaign aimed at preventing teens from
driving with other teens was a “lost cause”
• Panel Survey - Approximately 60% would choose to ride with a friend who just got their license rather than take the bus or a ride from parents
• Focus Group – Teens aren’t always aware of passenger risk: Participants report feeling safer when driving with other people in the car, including other teens BUT…
– Panel Survey – teen respondents also report several passenger behaviors as dangerous and/or distracting to driver
0 10 20 30 40 50 60 70
other teens
dance/sing
intoxicated
encouragespeeding
act wild
% teens perceive makes a lot of difference
National Young Driver Survey, 2006
BO TCTeens differentiated passenger behaviors
NTDSW 2008 Campaign Parent themes
School-to-parents of 9th graders– “Start the conversation now” about passenger
restrictions, safe passenger behavior• Even if your child is not driving, they face safety issues
as a passenger of teen drivers• First step for teens towards learning to drive
– Recommendations to parents:• For their child as a driver: Monitor teen; set and enforce
rule, “No passengers for first 6 mo. or 1,000 miles of independent driving”
• For their child as a passenger: promote and practice safe passenger behaviors in car
NTDSW 2008 Campaign Teen themes
Peer-to-peer (all grades)• For the passenger: identify and adopt safe passenger
behaviors– Buckle Up– Show respect for your driver (your friend): keep conversations
on cell short and quiet, help keep a calm atmosphere in the car
– Be there to help (when asked): with directions and the radio, answering their cell or texts, managing other passengers
• For the driver: identify and adopt ways to safely manage passengers in the car
– Set and enforce rules; – Ask for help when needed (e.g. answering the cell, getting
directions, changing the music/lowering the volume);– Set the tone in the car
• Unified message across country– A theme focused on risks associated with passengers for new drivers– A public website: Facts/research supporting this theme available on
www.ntdsw2008.org
• A large collection of materials that can be readily accessed, customized, and used and tools that include a social networking application
• Evidence-based strategy– Overcome low awareness of passenger risk– Address the scarcity of materials and tools to help teens understand
and create a safe relationship between teen driver and passenger in the car
• Addresses what both teens and you told us about teen values– Friends/warm relationship– Respect and self-respect