MODEL DEVELOPMENT OF HELMET USE PROMOTION

AMONG CHILD MOTORCYCLE PASSENGERS APPLYING THE SOCIAL MARKETING

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Dr. Khajornsak Janpanich Injury Prevention Unit Department of Disease Control

The percentage of vehicle road accident.

helmet use in Thailand

Urban Rural

98.42% not helmet 1.58% Helmet 27.40% Highest head injuries.

Research problem

• How to promotions helmet use in child motorcycle passengers?

Model Development of Helmet Use Promotion among Child Motorcycle Passengers Applying the Social Marketing

Social Marketing

The process of research (R & D)

Evaluation

Experimental

Program design Social marketing guide of Philip Kotler and Nancy R. Lee (2011)

Study of Need Assessment and Environments marketing

Target group

1. 501 parents

2. 501 students

3. local government officers

Hua Samrong subdistrict Plaengyao District Chachoengsao Province

In 2 elementary schools And 2 pre-elementary school

Study of Need Assessment

Survey, Questionnaire and Focus group

- Noting child wearing helmet - 80.1% of children without helmet - Buy difficult and expensive. - Recognition helmet little children (62.8% never)

Program design

Program design

Program for promotion child helmet

Product

Price

place Promotion

Evaluation

helmet supply

Send thoroughly

helmet

Communication Channels

Motivation

helmet use

feedback

Parents child

Implementation partner

Parents child

Government agencies

Local Government

school

Activities

Media Production

helmet motivation

participation of student

Result

Result

Evaluation

• Evaluation on Health Belief Model

• student and parents on dependent t-test was significant

– perceived risk and severity of injury caused by Road Traffic accident

– perceived benefits and barriers of wearing helmet

– health motivation

– information on helmet use among children.

Conclusion • the social marketing more widely effective on

motivating and fulfilling the needs or solve the problems of wearing helmets to achieve behavioral change by applying marketing mix (4P's) based on

• helmet demand (Product),

• the value of helmet(price),

• locations reaching target group(Place)

• public relations, information, knowledge and motivating to use Continuous.(Promotion)

Thank you for attention