Multi-faceted approach to drowning prevention for National Safe Kids Week using research, media, advertising, community events, and legislation

Background: Safe Kids Worldwide conducted a national, multi-faceted drowning prevention program for National Safe Kids Week 2006, its annual educational campaign on childhood injury. Drowning is the second leading cause of accidental injury death to children ages 14 and under in the U.S., with 761 deaths in 2004. Development: This national drowning prevention campaign integrated 6 critical components: a research study, a media campaign, community educational events, a retail program, an advertising program and government relations. The research assessed parents' knowledge, attitudes, and behaviors concerning pool and spa safety. Messages were shaped, and an educational kit was developed for local Safe Kids coalitions. Safe Kids worked with parent advocate, Nancy Baker, and both House and Senate members to develop new pool safety legislation. A water safety website was developed. Implementation: Safe Kids held a news conference with speakers Representative Debbie Wasserman-Schultz (D-Fla.) and Former Secretary of State James Baker, who lost his granddaughter to drowning. Safe Kids released research results. 316 local Safe Kids held over 840 educational events. Safe Kids participated in a Senate hearing on pool safety. Television advertising ran on Turner networks. Evaluation: Bills were introduced in the House and Senate, with passage in the Senate and near-passage in the House. More than 1.3 billion pool and spa safety messages were delivered through media stories, Turner advertising, retail activity, and coalition activity. A pre- and post-Safe Kids Week parents survey showed some increase in safety knowledge and attitudes; behaviors did not change.