‘Wear a Helmet Save a Head’ Public Health Campaign Overview - Why Not Wearing a Bicycle is a Public Health Issue “Riding a bicycle without a helmet significantly increases the risk of sustaining a head injury in the event of crash” (Helmets.org, n.d.). More startling is that “nonhelmet riders are 14 times more likely to be involved in a fatal crash then helmeted riders” (Helmets.org, n.d.). Data released by the US Department of Transportation in 2013 stated that “In the five years from 2009 to 2013, bicyclist and pedestrian deaths are up 16 percent. In 2013, more than 5,000 pedestrians and bicyclists were killed and more than 100,000 were injured” (Helmet.org, n.d.). In particular, helmet use for children ages 11 to 14 is the lowest among all age groups with children ages 14 and under are five times more likely to be injured in a bike crash than older riders (Helmet.org, n.d). The “estimated number of bicycling head injuries requiring hospitalization exceeds the total of all the head injury cases related to baseball, football, horseback riding, snowboarding, ice hockey, in-line skating kid scooters, and lacrosse. While this may not be as huge as some public health issue, the simplicity of the message and the fact that one small behavior change can affect outcome so greatly, the author feels this is public health issue worth serious consideration. Kmulkey_627_w9 Page 1
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‘Wear a Helmet Save a Head’ Public Health Campaign
Overview - Why Not Wearing a Bicycle is a Public Health Issue
“Riding a bicycle without a helmet significantly increases the risk of sustaining a head injury in
the event of crash” (Helmets.org, n.d.). More startling is that “nonhelmet riders are 14 times more likely
to be involved in a fatal crash then helmeted riders” (Helmets.org, n.d.). Data released by the US
Department of Transportation in 2013 stated that “In the five years from 2009 to 2013, bicyclist and
pedestrian deaths are up 16 percent. In 2013, more than 5,000 pedestrians and bicyclists were killed and
more than 100,000 were injured” (Helmet.org, n.d.). In particular, helmet use for children ages 11 to 14
is the lowest among all age groups with children ages 14 and under are five times more likely to be
injured in a bike crash than older riders (Helmet.org, n.d). The “estimated number of bicycling head
injuries requiring hospitalization exceeds the total of all the head injury cases related to baseball, football,
horseback riding, snowboarding, ice hockey, in-line skating kid scooters, and lacrosse. While this may
not be as huge as some public health issue, the simplicity of the message and the fact that one small
behavior change can affect outcome so greatly, the author feels this is public health issue worth serious
consideration.
Campaign Communication - Problem Defined
What is the problem? “Some children don't like to wear helmets because they fear they will be
teased by peers for being "geeky" or because they think helmets are unattractive, uncomfortable, or hot”
(CDC, 2015). But, are helmets really effective? Helmet.org reported that researchers found, using case-
control studies, that “helmets provide a 66 to 88 percent reduction in the risk of head, brain and severe
brain injury for all ages” (Helmet.org, n.d.) Wearing a helmet improves outcomes period. “It is
estimated that 75 percent of bicycle related fatalities among children could be prevented with a bicycle
helmet” (Helment.org, n.d.). The author has researched various campaigns and found most using a loss
framed approach (See Appendix 1 Loss Frame Ads/Images).
Campaign - Target Audience
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The target audience can be defined many ways but Slater’s reading states “in operational terms,
audience segments have the following qualities: (a) members of a segment share similar antecedent
qualities – knowledge, concerns, motivations – that determine the health behavior in question and that
permit tailoring of messages or interventions to those members; and (b) members of a segment can be
reached through similar media, organization, or interpersonal channels” (Slater, 1995, p. 187). The
author agrees that “providing persuasive messages to the entire viewing audience however, is not only
impossible, but unnecessary” (Reed College of Media, Lesson 3, 2015). For this particular campaign
“Wear a Helmet – Really” the target audience is parents of bicycling riding children, under the age of 14.
This is a large group however all have a common denominator– they are parents. To define more of the
characteristics of the group, the author would suggest using Nielsen’s PRIZM to pinpoint audience.
Campaign - Goals and Objectives
The goal, long-term outcome, is to increase the number of bicycle helmets worn by children
period. Objectives for the campaign are to have parents understand apparent risks of not wearing a
helmet and that wearing a helmet “reduces the risk of head and facial injuries for bicyclists involved in a
crash, even if it involves a motor vehicle” (Helmet.org, n.d.). Another objective is to suggest parents
“talk about these concerns with children and choose a helmet they will want to wear” (CDC, 2015). “Can
[these injuries] it prevented? (CDC, 2015). The CDC thinks so and even has suggested the following tips:
“INFORM viewers that thousands of people suffer bicycle-related head injuries each year.
EDUCATE viewers that bicycle helmets provide effective protection against head injuries.
REMIND parents that they serve as role models to their children, and that if parents wear
helmets, their children are more likely to also.
ADVISE viewers that head injuries can be devastating, recuperation prolonged; a serious head
injury could mean a person would be unable to go to school or work” (CDC, 2015).
Campaign – Message Strategy - Social Ecological Framework (SEF) and Gain Frame Approach
“We first feel, and then we think,” (Reed College of Media, Lesson 2, 2015). Given the target
audience the author prefers using a “positive emotional appeals typically consisting of messages that
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utilize sympathy, humor…love and kindness to engenders hope and encouragement” (Reed College of
Media, Lesson 6, 2015) “Many parents will go to do anything to protect their kids from even mild
discomfort, anxiety, or disappointment—‘anything less than pleasant’—with the result that when, as
adults, they experience the normal frustrations of life, they think something must be terribly wrong,” said
psychiatrist, Dr. Paul Bohn (Parent Stacking, n.d.). The campaign would use a gain frame approach
rather than show the unpleasant images in hopes that message recipient will actually see and hear the
message. (See Appendix 1 Gain Frame Ads/Images) “A gain frame would preset preforming the
recommended response in terms of gained opportunities or decreased negative consequences…and [in
this case] the cup is half full” (Hale and Dillard, 1995, p. 74) The gain frame is that simply having your
child wear a helmet prevents unnecessary injuries. The message ‘Wear a Helmet – Save a Head.’
Health Behavior Theory
The author would use the Social Ecological Framework (SEF) theory for this health promotion
campaign. SEF “contends that health decisions are driven not only by personal attitudes and beliefs, but
also by people’s physical and social environment” (Reed College of Media, Lesson 2, 2015). The first
level is the intrapersonal level; even small children can be influenced and certainly can be rewarded for
wearing a helmet. Interpersonal level is the family member and parents. Children should be made to
wear helmets by their family members. Organizational and community levels including schools, towns,
etc. could push the message with signage and acceptance that wearing helmet is important. Finally, on a
policy level, the author just asks the question why it isn’t a requirement that children bikes and helmets be
sold together.
Campaign - Strategies, Tactic, and Marketing Mix
Not too much different than selling soap, health care campaigns involving social marketing in
which marketers “have to convince the public that they have a problem and you have a way to fix it”
(Reed College of Media, Lesson 5, 2015). The marketing mix for public health care campaigns differ
than that of traditional marketing. The core product is for more children to wear helmets while riding a
bike. The price for the campaign involves barrier and to have the audience understand the injury potential
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of a crash without a helmet. The place is “where the behavior is available to the target audience” (Reed
College of Media, Lesson 5, 2015). More about this is discussed below but essentially information will
be distributed where children’s bicycles are sold in addition to other “guerrilla marketing” tactics.
Finally, promotion, this is the “visible part of the campaign and involves advertising, public relations,
promotion,” etc. (Reed College of Media, Lesson 5, 2015).
Campaign - Promotional Strategy – Implementation
To fund the promotional strategy, the author proposes asking bike companies to donate some of
the proceeds for each child’s bike sold to the non-profit specifically designed to be in charge of this
campaign or work through local health departments. The campaign would use mostly unpaid advertising
and use the money to develop print material. Some selected advertising channels follow:
Events Generating Publicity
The author would possibly target a large retail store, especially around the holiday season when
many bicycles are sold, and they distribute information helmet safety. The author would suggest,
using a “just in time” approach in that the store give a bike helmet away with the purchase of a
new bike. This type of event could generate positive publicity for that particular store.
Mascots could be brought into schools demonstrating helmet safety. These events sometimes
generate media coverage.
Run PSAs during programming watched by families.
The author even advocates possibly having legislators introduce legislation requiring parents to
make children wear bike helmets. The thinking is the legislation certainly may not pass but this
activity may generate news surrounding the issue.
Information Distribution
The author suggests targeting schools particularly elementary schools. Along with volunteer
pamphlets could be distributed at car lines. Additionally flyers could go home with children and
be distributed at back to school nights.
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Volunteers could distribute information at grocery stores, famers’ markets, parks and sports
tournaments. Usually these events bring out many parents.
Outdoor
If possible the author would suggest using bus shelters and in this case movie theater advertising
especially around the during the holiday movie season, when many bicycles are sold.
Campaign – Evaluation
The author advises, if possible, not only is selecting the most effective marketing channel strategy
for this health issue important, but also “pretesting messages and materials with people who share the
attributes of the intended audience(s)”, prior to the start of the campaign (Pink Book, n.d., p. 5).
However, “Evaluation refers to the final assessment of a health campaign program” versus “Monitoring
refers to the ongoing measurement of health campaign program outcomes” (Reed College of Media,
Lesson 8, 2015). For this particular campaign both evaluation and monitoring is required. Outcome
measures would include determining if there is an increase in helmet sales, decrease in head injuries, spot
test parents at organizational meeting to see if they are getting the message, to name a few. “Process
measures are an assessment of day-to-day campaign activities” (Reed College of Media, Lesson 8, 2015).
Process measures include how much material is printed, counting media coverage, changes in policy, to
name a few.
Conclusion
In the author’s opinion riding a bike offers fun, freedom and exercise, and it's good for the
environment. ‘Wear a Helmet Save a Head’ is a simple positive message with tremendous benefits. As
noted by Monahan, “The appeal of positive affect for commercial advertisers is simple: Research
consistently shows advertisements that arouse positive emotions result in more positive feelings towards
the product and greater intent comply with the message” (Monahan, 1995, p.83). The author proposes
that with so many complicated messages about health everywhere this one simple message could possibly
break through the clutter and actually help a few children.
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References:
Helmets.org (n.d.) Retrieved May 3, 2015 from: http://www.helmets.org/stats.htm
Centers for Disease Control and Prevention. (28, January, 2015). Gateway to Health Communication
and Social Marketing Practices: Head injuries and bicycle safety. Retrieved May 3, 2015 from:
