Conducting injury prevention in rural communities: Tailoring messages for booster seat and all-terrain vehicle safety

Background/Purpose: Children in rural environments are particularly at risk for motor vehicle and all-terrain vehicle (ATV) injuries. Despite this, few studies have been widely tested to engage rural communities in evidence-based recommendations. This presentation will describe Strike Out Child Passenger Injury (Strike Out), a model to increase the use of booster seats through rural baseball programs and a facilitator's toolkit designed around A Trip Unplanned, an ATV safety video produced for hunter safety education. Methods: Principles of social marketing were used to develop materials for both projects. The Strike Out model included baseball-themed materials, endorsement by local spokespersons, and car seat checks at the baseball field. Pre/post observational surveys conducted by trained community volunteers at intervention and control communities determined changes. Three phases of qualitative evaluation were used to develop materials for ATV users. Formative focus groups determined themes and visual preferences, debriefing sessions with facilitators in schools and hunter safety determined effectiveness of supplemental materials, and evaluative focus groups determined appeal of end products. Results/Outcomes: Preliminary results show that the Strike Out model increased appropriate restraint, parental knowledge of restraint recommendations, and community support for child passenger safety activities. Qualitative assessments for ATV safety determined that materials were acceptable to consumers, although suggestions for revisions were made. Users varied widely on their use of toolkit components and provided suggestions for significant revisions and additions. Conclusions: Injury prevention interventions can be tailored to increase utility and appeal for rural populations. Both projects have materials available for replication and dissemination.