CDC Injury CenterParents Are the Key to

Safe Teen Driving Campaign

Jessica A. BurkeWeb Developer, Health Communications Specialist

Tufts Summer Institute on Digital Strategies for Health CommunicationJuly 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.

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 andchild passenger safety

Teen driver safety

Alcohol-impaireddriving

TEEN DRIVER SAFETY

Motor vehicle crashes are the#1 killer of teens

Leading Cause of Death for Teens(ages 15-19, 2007)

HeartDisease

3%

Homicide17%

All Other Causes15%

OtherUnintentional

Injuries14%

Suicide11%

Cancer5%

MotorVehicleInjuries

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 16 - 19 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

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 CrashesAre PreventableSafety is no accident

For more information please contact Centers for Disease Control and Prevention

1600 Clifton Road NE, Atlanta, GA 30333Telephone: 1-800-CDC-INFO (232-4636)/TTY: 1-888-232-6348E-mail: cdcinfo@cdc.gov Web: http://www.cdc.gov

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