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
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: [email protected] 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