Research Papers

The Whiplash Prevention Campaign: Social marketing approaches to reduce neck injuries arising from motor vehicle collisions

Filename White.pdf
Filesize 248 KB
Version 1
Date added June 6, 2010
Downloaded 1 time/fois
Category 2010 CMRSC XX Niagara
Tags Session 6A
Author/Auteur Marc I. White, Ediriweera Desapriya, Dinithi Peiris, Douglas P. Romilly


Introduction: Current head restraint research indicates that 35% of serious neck injuries could be prevented if vehicles were equipped with well designed and fully adjustable head restraints that were properly adjusted by vehicle occupants. Current research also suggests a very low awareness regarding the injury prevention properties of head restraints.
Method: Using principles underpinning participatory action research, targeted stakeholders are being invited to participate in focus groups to learn about advances in head restraint design and to provide input in developing meaningful and persuasive key messages, toolkits and resources (print, web, media clips) relevant to their peers and customers. Initial target groups are fleet managers, occupational physicians, occupational health and safety coordinators, new drivers and community partners. An interactive website is being created to act as a repository of knowledge, tools and resources with links to other social media including Facebook, RSS and Twitter. The evaluation matrix includes stakeholder evaluation (pre- and post-policy), number of website visits, level of interactivity, RSS outputs, plus number and level of engagement of community partners. This work will discuss strategy, methodology, evaluation techniques, plus expected results and contributions.
Results: Analysis of the initial focus group of fleet managers data identified key challenges, opportunities, communication networks and types of resources desired to promote the inclusion of head restraint safety criteria in purchase and lease decisions, and support educational or organizational interventions to increase awareness of the importance of adjusting head restraints appropriately and supporting desired behaviour change.
Conclusion: This research will explore the use of participatory action research methods and social media as mechanisms to promote community engagement in planning, implementing and evaluating targeted head restraint education programs.

Marc I. White, Ediriweera Desapriya, Dinithi Peiris and Douglas P. Romilly