CDC Injury Center Parents Are the Key to Safe Teen Driving Campaign Jessica A. Burke Web Developer, Health Communications Specialist Tufts Summer Institute on Digital Strategies for Health Communication July 15-20, 2012 National Center for Injury Prevention and Control Division of Unintentional Injury Prevention

Once Upon A Time…

CDC’S NATIONAL CENTER FOR INJURY PREVENTION & CONTROL

CDC DOES INJURIES?

Ebola virus

Vaccines

Zombie Apocalypse

Injury: #1 Cause of Death Among Persons 1-44

Our Mission: To prevent injuries and violence and reduce their consequences so that people can live to their full potential.

Our Vision: We will put injury and violence prevention on the map as the premier public health achievement of the 21st century.

Motor Vehicle Safety  Child Passenger Safety  Seat Belts  Teen Drivers  Older Adult Drivers  Impaired Driving  Distracted Driving  Pedestrian Safety  Native American Road Safety  Motorcycle Safety  Global Road Safety Home & Recreational Safety  Dog Bites  Falls – Children & Older Adults  Fires  Playground Injuries  Poisoning  Traumatic Brain Injury  Water-Related Injuries Violence Prevention  Child Maltreatment  Elder Maltreatment  Global Violence  Intimate Partner Violence  Sexual Violence  Suicide  Youth Violence Data & Statistics  WISQARS (Web- based Injury Statistics Query and Reporting System) Funded Programs Our Topics

Our Focus Areas

Motor Vehicle-Related Injuries and Deaths

Violence Against Children and Youth

Prescription Painkiller Overdoses

Traumatic Brain Injury

MOTOR VEHICLE SAFETY

Motor vehicle crashes are the leading cause of injury death in the United States

Motor vehicle crashes killed more than 33,000 people in 2009 – more than 90 people every day

33,000 = Number of Years that Dogs Have Been Domesticated

Motor vehicle-related injuries send more than 4 million people to hospital emergency departments every year

= Double the Population of Paris, France

Motor Vehicle Occupants $70 Billion Motorcyclists $12 Billion Pedestrians $10 Billion Pedalcyclists $5 Billion Other $2 Billion Total Cost: $99 Billion in medical and lost work costs Motor vehicle-related crash injuries and deaths cost ~$100 billion in 2005

$100 Billion > Budget of UK’s Education System

Motor Vehicle Safety: A CDC Winnable Battle

Preventing crash-related deaths involves three priority areas Seat belts and child passenger safety Teen driver safety Alcohol-impaired driving

TEEN DRIVER SAFETY

Motor vehicle crashes are the #1 killer of teens Leading Cause of Death for Teens (ages 15-19, 2007) Heart Disease 3% Homicide 17% All Other Causes 15% Other Unintentional Injuries 14% Suicide 11% Cancer 5% Motor Vehicle Injuries 35%

3,000 teens killed in vehicle crashes in 2009

= 4 High Schools Worth of Teens

More than 350,000 teens treated in Emergency Departments for injuries suffered in motor vehicle crashes

That’s enough teens to fill the U.S.’s seven largest Major League Baseball stadiums

Per mile driven, teen drivers ages are FOUR times more likely than older drivers to crash.

Remember…there are lives behind the statistics.

Brendon Colliflower and Samantha Rae Kelly, 17 years old

Raven Mayes, 15 years old

Aaron Deveau, 18 years old Convicted Felon Guilty of motor vehicle homicide by negligent operation in a 2011 fatal car crash linked to texting

What can we do?

PARENTS ARE THE KEY TO SAFE TEEN DRIVING

Campaign Goal: Educate Parents

Campaign Goal: Motivate parents to manage & monitor their teen’s driving behavior and set a good example behind the wheel.

Target Audiences: Parents

Target Audiences: Partners

Target Audiences: Teens

Our Reach: Web Site 1-6/2012

Our Reach: Web Site

Our Reach: Facebook

Campaign Materials: Parents  Posters & Flyers  Fact sheet  8 Danger Zones Fact sheet  Spread the Word  Parent-Teen Agreement  E-Cards  Podcast  Widget  Web Site  Facebook

Campaign Materials: Partners  Implementation Guide  Partner Roles & Activities  Event Planning Guide  Media Outreach Guide  Branding Plan & Guidelines  Posters & Flyers (customizable)  Take Action: Tips for Businesses/Groups

Communication Channels  Web Site  Facebook  Twitter  Podcasts  Videos  Blog  RSS Feed  GovD  Listserv  Widgets  Mobile Web  Texting  Mobile App  E-Cards  Feature Article  Data & Stats Feature Article  Vital Signs  MMWR  Traditional Media  Press Releases  Online Press Room  Matte Articles

Competitors vs. Partners

Opportunities  More developed social media strategy  Leverage partners and advocates  Facebook  Better posts  More cross-promotion  Twitter  Blog – our blog and Mommy bloggers  CDC A-Z Index

Challenges: Low Budget

Challenges: Low Visibility “Not sure what the CDC has to do with teen driving, but they are a well respected government agency.”

Next Phase  Currently in development  Launch later this year/early next year  Work with the National PTA for promotion  Explore ways to involve pediatricians in the development and dissemination of the campaign

Motor Vehicle Crashes Are Preventable Safety is no accident For more information please contact Centers for Disease Control and Prevention 1600 Clifton Road NE, Atlanta, GA Telephone: CDC-INFO ( )/TTY: Web: The findings and conclusions in this report are those of the authors and do not necessarily represent the official position of the Centers for Disease Control and Prevention. National Center for Injury Prevention and Control Division of Unintentional Injury Prevention