WEBINAR

Engaging Schools and Teens in National Teen Driver Safety Week

Start: Wednesday, 09/10/08; 3:00 pm EasternDuration: 60 Minutes

WELCOME!For Audio Please Call1-800-868-1837, 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

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

• Inexperience– Hazard avoidance– Speed management

• Distraction– Passengers– Technology

• Impairment– Alcohol/Fatigue– ADHD

• Risk taking• Why they die? NOT RESTRAINED

Critical thinking: Apply program theoryBreak down complex problem

KeyOutcome

crashesinjuries

Key outcome: “the prize”Reduce crashes, reduce injuries

KeyOutcome

BehavioralObjective

crashesinjuries

Behavior: Action by person under circumstanceBehavioral Objective: Measurable behaviorConsider: Salience, impact on Key Outcome

Critical thinking: Apply program theoryBehavioral Objective (BO)

KeyOutcome

BehavioralObjective

TargetConstruct

BeliefSkillKnowledgeNormAttitude

crashesinjuries

Target Construct: Specific knowledge, belief, skill, factorConsider: Influence BO, Room to change, feasible to change

Critical thinking: Apply program theoryTarget Construct (TC)

KeyOutcome

BehavioralObjective

TargetConstruct

InterventionInterventionContentContent

BeliefSkillKnowledgeNormAttitude

crashesinjuries

Intervention Content: Specific message, activity, infoConsider: Influence specified TC, format, delivery, target person

Critical thinking: Apply program theoryIntervention Content (IC)

NTDSW 2008 FocusTeens and their passengers

Passengers: problem significance

Relative crash risk (compare: 30-59 driving alone)

0123456789

16 17 30-59

Driver Age, y

No Pass1 Pass2 Pass3+ Pass

• Passengers increase fatal crash risk

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

Campaign Design & Development Research

• Key stakeholder survey (n=1170)– Web-based key stakeholder survey– Gov’t agencies, school system/educators,

public/nonprofit orgs, healthcare

• Creative pre-testing with teens (n=107)– Creative concepts tested via online panel– Slogans, images, messages, tips with friendship

and respect as the reward

What you told us: Teen values

• Research: Ask teens to rank values and asked you to rank your perception of their values

• Results– Consistent with teen perspective

• Peer and parents as spokespeople– Overestimate teen values

• Fun and enjoyment, sense of belonging, excitement– Underestimate teen values

• Self-respect, respect from others, warm relationships

What you told us and what we did:How to address your challenges

• Provide access to schools– Minimal disruption to classroom/school schedule– Activities for all levels of commitment– Template materials

• Provide access to parents– Via school– Powerpoint presentation for parents– Letter/flyer from school to parents– Dedicated landing page for parents

• www.raisingsafedrivers.com

What you told us and what we did:How to address your challenges

• Lack of funding, time, research– Free on line event planner, materials– Backed up by research

• Lack of quality Driver Education– Classroom module about distraction

• Teen culture– Peer-to-peer– Teen-centered research– Campaign in “teen voice”– Targeting norms, attitudes, self efficacy

What you told us:How to meet your needs for NTDSW

• Unified national message– 69% prefer it over a localized message

• Materials, materials, materials– 85% want NTDSW-specific stuff

• Social media/national Web site

Responding to what we heard from you:

• 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

Welcome to a Guided Tourwww.ntdsw2008.org

Ride Like a Friend MessagesFor Passengers

Posters, flyers, postcards Table tents

Ride Like a Friend messagesFor Drivers

Flyers and posters

www.ntdsw2008.orgOrganizer landing page

www.ntdsw2008.orgOrganizer landing page

www.ntdsw2008.orgOrganizer landing page

www.ntdsw2008.orgOrganizer landing page

www.ntdsw2008.org Organizer landing page

www.ntdsw2008.org Organizer landing page

www.ntdsw2008.org Organizer landing page

www.ntdsw2008.org Organizer landing page

www.ntdsw2008.org Planning in 4 easy steps

•PSA Contest

•Friends driving friends poll

•Spread the Word

•Classroom Module

•Create Your Own

www.ntdsw2008.org Planning in 4 easy steps

www.ntdsw2008.org Planning in 4 easy steps

www.ntdsw2008.org Planning in 4 easy steps

www.ntdsw2008.org Create Your Own•Early recruitment

•Schools•Student volunteers•Sponsors/donors

•Press event•Parents•Campaign creatives

•Tent cards•Posters•Flyers•Postcards•Banner ads•stickers

www.Ridelikeafriend.comTeen landing page

www.Raisingsafedrivers.orgParent landing page

Ride Like a FriendEvaluation

• Process evaluation in 3 pilot schools in Philadelphia suburbs– Observation and survey of campaign organizers

(adult sponsors, Admin, student leaders, etc)• Follow-on survey of Key Stakeholders• Evaluation of effect on target constructs

(TCs)– Knowledge, attitudes, norms among students– Intention to communicate messages– Pre- and post- survey of student population

Call to ActionGrassroots movement

• Start planning with schools and students for NTDSW– October 19-25, 2008

• RLAF can be used anytime of year• Participate in evaluation

National Teen Driver Safety WeekAcknowledgements

• Campaign Development– Research alliance of

CHOP and State Farm– Marketing for Change/ Salter Mitchell

• Webinar Host– DETA

• Dissemination partners– All of you!