1. Bike Helmet Safety Awareness Week 2014 Coalition Meeting April 23, 2014 1:30 – 3:00 p.m.

2. Agenda Welcome and Introductions Summary & Results of Bike Helmet Safety Awareness Week 2013 Goals & Activities of Bike Helmet Safety Awareness 2014 & Beyond –Grant Submissions and Grading –Funding Update –Legislative Update - Daniel Hurley, Capitol Consulting –Toolkits and Marketing – Angela Krile, Krile Communications Helmet Fitting Demonstration – Dr. Sarah Denny Observations – Methodology, How to Get Involved, Etc. Other Ohio AAP Injury Prevention Public Campaigns –Teen Driving – Dr. Mike Gittelman/Lea Barker –Safe Sleep – Dr. Sarah Denny Questions/Partner Updates

3. Welcome! Thank you for joining us today! Your contributions have and will make this week a success. Meet the Ohio AAP Bike Helmet Team: –Dr. Mike Gittelman, CCHMC –Dr. Sarah Denny, Nationwide Children’s Hospital –Hayley Southworth, Ohio AAP –Melissa Wervey Arnold, Ohio AAP

4. Why Bike Helmet Safety? Bicycles remain associated with more childhood injuries than any other consumer product except the automobile Helmet use reduces the risk of –Head injury by 85% –Severe brain injury by 88% It is estimated that 75 % of bicyclist-related fatalities among children could be prevented with a bicycle helmet Summary = High injury rate, high morbidity, proven prevention fix

5. Ohio’s Wheeled Sports Data Ohio Department of Health, 2011

7. Results from 2013 - Media Story in the Wall Street Journal, Good Day Columbus, Ohio News Network, and at least 300 additional media outlets! Resolution by the Ohio State Senate designating Bike Helmet Safety Awareness Week May 6-10, 2013 News releases and local stories carried throughout the state We reached out to over 12 million people in Ohio with earned and social media! (Conservative estimate for May 6-10) –A summary of the media coverage can be found at the Injury Prevention section of the Ohio AAP website.

8. Results from 2013 – Events/Helmet Distribution Over 100 events held through partners of the Ohio AAP, including: –Legislative event in Cleveland with former Senator and Governor George Voinovich –School assembly at Hawthorne Elementary in Columbus –Variety of events held through CCHMC Other events held independently throughout Ohio. Distributed almost 4,000 helmets. Over 190 advocates included in Bike Helmet Coalition data; 37% increase from 2012.

9. Results from 2013 - Observations Observations provide data relating to helmet use for anyone seen riding a bicycle during the observation period. The data will be used to evaluate trends for helmet use in three child age groups: –Preschoolers (0-5 years) –Children (6-12 years) –Teenagers (13-18 years) Observations also note helmet use be adults (19-60) and seniors (60+). Observations conducted on 9 different dates and 13 locations May – July 2013. –47% of those observed were wearing bike helmets. An increase from 40% in 2013; however, biggest gain was in adults and seniors.

10. Goals for 2014 Contact over 14 million people through earned and social media –15% increase from 2013 Increase Facebook “Likes” to over 1,000 Hold 5 legislative events throughout Ohio Have partner to provide incentives for enforcement – Currently seeking a partner for this initiative Increase funding and number of helmets for 2015 distribution

11. Long-term goals Increase helmet usage to at least 30% (from 15-20% in 2012) in next 2 years Increase observation sites around the state Increase involvement from: –Pediatricians –Universities –Bike Clubs –Law Enforcement Passage of statewide legislation requiring helmet use for children under age 16

12. 2014 Helmet Activities Grant Submissions and Grading –Received over 80 grants from across the state Applicants included Health Depts., Elementary Schools, Children’s Hospitals, private orgs, etc. –Awards determined based upon grading system: Number of activities in community, county Detail of plans already in place for helmet activities Involvement of community partners (law enforcement, elected officials, schools, AAP members, etc.) –Goal of making an impact with many groups & locations; to serve as a catalyst for awareness

13. 2014 Helmet Activities Funding Update –Ohio AAP Foundation - $10,000.00 (2014) Funds raised through events, grants, donations, etc. Funds can be specified for helmets, locations, etc. –Honda of America Mfg. - $15,000.00 $7,500.00 – 2013/2014 $7,500.00 – 2014/2015 –Always looking for additional companies to approach If you have a connection and would like to partner, contact us!

14. 2014 Helmet Activities Legislative Update: –Daniel Hurley, Capitol Consulting –Ohio AAP Lobbyist

15. 2014 Helmet Activities Toolkits and Marketing –Angela Krile, Krile Communications –Ohio AAP Public Relations Consultant

16. Wear Your Helmet to Work/School Day

17. Statewide Media Outreach Print TV radio Legislative Advocacy Grassroots outreach Bike shops E-news to AAP members OIPP, ODH, OPHA Childrens’ Hospital Association School Outreach Elementary School Administrators’ Association Social Media Put A Lid on it FB page FB add targeting parents of kids < 15 years Marketing Campaign

18. Toolkits Educator toolkits Legislative toolkits Partner toolkits Media tool kits

19. Partner toolkit Introduction letter Copy of the resolution Flier for the event Put A Lid On It fact sheet How to Fit a helmet fact sheet Press release Sample e-mail to members/employees Sample social media posts Letter to the editor template

20. What if You Don’t Have a Budget? AAP has media lists Borrow from other public awareness campaigns Join with a partner organization Focus on social media and “earned” media

21. Helmet Fitting Demonstration –Place the helmet low on the forehead, just above the eyebrows. –Show the children that the helmet straps should be snug under the chin so the helmet stays in the same position. –Show the children that the helmet should not move back and forth or side to side. –Demonstrate that when children wear a helmet on the back of their head (move helmet so forehead is well exposed) that the helmet cannot do a good job of protecting the brain.

22. Helmet Fitting Guide

23. Ohio AAP Direct Observations Partnership with Community Organizations Methods –Every spring for 5 yrs –At least 4 major Ohio cities –2 observations 30 min stationary 60 min driving Looking for a volunteer to lead this effort statewide. –Is your organization able?

24. Observational Study Design Each county has two observers who are trained on: –Observational study design –Age estimation exercise Each county has two observational sites: –Good locations include schools, parks, playgrounds, etc. –It is recommended that observers contact their local bike shops or bicycle groups to identify popular cycling areas.

25. Observational Study Design Observers conduct combinations of stationary and driving observations at each site. –Each observer picks their own site. –Stationary observations are 30 minutes. –Driving observations are 60 minutes. Variations by county/site are possible. We have a target time period to try to get comparable results from each observation site. –May and June each year. –Goal: All observations completed by June 30 th.

26. Observation Study Design Observations are conducted on non-rainy, relatively warm days. For each site, the observers conduct the observations at the same time of day/part of week (weekend or weekday).

27. Example of One County: Pickaway County Observers: –Hayley and Tony Southworth Site One: Hayley observing, Tony driving –Stationary 30 min.: Ted Williams Park –Driving 60 min.: Route from Court St. to Main St. Conducted on Saturday, May 25 th between 12 and 4 pm Site Two: Tony observing, Hayley driving –Stationary 30 min.: Nicholas Elementary School –Driving 60 min.: Route from Nicholas to Watt St. Conducted on Saturday, June 1 st between 12 and 4 pm

28. Bike Helmet Observation Form P = pre-school (0-5) C = child (6-12) T = teen (13-18) A = adult 19-60) S = senior (60+)

29. About Observation Form Use one data entry line per child. –There are 25 lines per page, so you will likely need more than one copy to document all children observed in the period of time. When noting age, use your best estimate. –Viewing the age estimator PowerPoint would be helpful prior to doing the observations. Try to answer the questions in all columns for each child being observed.

30. Please Note: If you do not observe any riders, please contact us. You may be asked to do another observation if your schedule/weather/time permits.

31. Sample: Practicing Age Estimation The following slides contain photos of children of different ages and racial/ethnic backgrounds. Practice your skills at age estimation by guessing if the following children would be classified as age: –Less than 5 years; –5 to 9 years; or –10 to14 year. For a greater challenge, try guessing the child’s exact age!! Answers are provided at the end of the exercise.

32. Child #2 Child #1

33. Child #4 Child #3

34. How did you do? Child #1: 13 years Child #2: 7 years Child #3: 5 years Child #4: 10 years - The full age estimation exercise will be emailed to observers.

35. Incentives for Observers Each observer provided a $20 gas card to help cover the cost of gas for driving observations. Additional funds are available for regional observation leaders who agree to recruit and manage observations in their region of Ohio for the next 3 Springs. –Amount of this funding to be determined by number of interest parties. –Contact Hayley Southworth for information on becoming a Regional Observation Leader.

36. Ohio AAP Injury Prevention Campaign Teen Driving Make a PACT with your teen! The Parent/Teen Contract creates conversation between parents and teens and creates rules and consequences for a safe driving environment. The contract includes guidelines on driving in dangerous weather, nighttime driving, distracted driving, passenger and speed laws. Early research has shown that these contracts can play a role in decreasing teen traffic violations and crashes. Visit: http://ohioaap.org/TeenDriving/

37. Ohio AAP Injury Prevention Campaign Safe Sleep Visit - http://ohioaap.org/SafeSleep

38. Questions & Partner Updates If you are unable to ask your questions or provide an update due to our limited time, please send information to Hayley Southworth by email for follow-up. –hsouthworth@ohioaap.orghsouthworth@ohioaap.org

39. As an injury prevention advocate, what can you do? Develop partnerships Increase awareness of the data with colleagues Increase bike safety discussions at well child visits Contact your schools, PTA, church, youth groups Write a letter to the editor or an op-ed piece in your local paper Support the Ohio AAP bike helmet awareness week

40. What can the Ohio AAP do for you? Contact Hayley Southworth with any questions or needs at hsouthworth@ohioaap.org (614) 846 - 6258

41. Thank You! Ohio Chapter, American Academy of Pediatrics Ohio AAP Foundation Honda of America Mfg. Daniel Hurley, Capitol Consulting Angela Krile, Krile Communication Sarah Denny, MD – Ohio AAP Injury, Violence & Poison Prev. Co-Chair Mike Gittelman, MD –Ohio AAP Injury, Violence & Poison Prev. Co-Chair AND ALL OF YOU!

42. Bike Helmet Safety Awareness Week May 9 – 18, 2014