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APHA Scientific Session and Event Listing

Itsumi Kakefuda, MS, Lorann Stallones, MPH, PhD, and Julie Gibbs-Long, BS. Colorado Injury Control Research Center, Psychology Department, Colorado State University, 100 Sage Hall, Campus delivery 1879, Fort Collins, CO 80523, 970-491-4329, kakefuda@lamar.colostate.edu

Increasing bicycle helmet use among adults is important in reducing numbers and severity of traumatic brain injury (TBI) and in providing role models for children. A study of audience segmentation was conducted in northern Colorado to provide information to increase effectiveness and efficiency of bicycle helmet promotion programs specifically targeting adults. Psychosocial characteristics related to bicycle helmet use were assessed with two readiness models, the Transtheoretical (Stages of Change) model and Community Readiness model. Characteristics studied included: stages of change and attitudes toward bicycle helmet use; knowledge about bicycle helmet promotion efforts in the community; and demographics. Eighty-five telephone interviews were conducted among health/safety professionals, school representatives, elected officials, bicycle retailers, residents, and college students. College students knew less about bicycle helmet promotion programs in the community, expressed lower intention to wear bicycle helmets, and had less positive attitudes toward bicycle helmet use than other groups. Among college students, 38.5% wore a helmet every time and expressed positive attitudes toward helmet use while 46.2% had negative attitudes toward helmet use and no intention to ever wear a helmet. College students were frequent bicycle riders, comprised 20% of the population and at high risk of bicycle-related TBI based on age and will be a priority group for future interventions. Due to heterogeneity of college students regarding helmet use and attitudes, further audience segmentation among college students is necessary. The study provides evidence of the utility of readiness theories to segment target audiences prior to developing injury prevention interventions.

Learning Objectives: By reading through the poster, the learner will be able to

• Recognize the importance of conducting audience segmentation procedures and the utility of behavioral science theories/models for the procedures before intervention development.
• List two readiness models and their theoretical frameworks and applications for assessing psychosocial characteristics of sub-groups in a community.
• Identify the audience segmentation procedure of the study.
• List four criteria which need to be considered when a priority target group is determined.
• Recognize how the study results direct the researcher the next step based on theory and empirical data supports.
• Discuss the utility of the two readiness models for audience segmentation procedures of different injury prevention interventions other than bicycle helmet promotions.
• Discussions with the poster presenters will enhance the educational experiences.

Keywords: Bike Helmets, Public Health Education and Health Promotion

Presenting author's disclosure statement:

Not Answered

Handout (.pdf format, 80.2 kb)

Handout (.pdf format, 18.5 kb)