Translating an effective teen driving intervention for state-wide dissemination on the web to Michigan parents

Background/Purpose. Motor vehicle crashes are the leading cause of death among teens. This study utilized a partnership between a university and a state department of community health to translate an evidence-based, parent-oriented teen driving intervention, for state-wide dissemination using a sustainable delivery mode that could be adopted by other states or community organizations. Methods. Website development included input from parent focus groups conducted in rural, urban and suburban communities, and collaboration with a graphic designer experienced in translating research content for broad audiences. A three-phase promotional strategy was developed to incrementally increase the resources required and allow assessment of the value added by each promotional phase: 1) links placed on partner websites only; 2) active promotion by partners; 3) statewide media campaign. Partners were recruited from a range of organizations to maximize opportunities to connect with parents. Results/Outcomes. The website was successfully developed and pilot-tested. Twelve promotional partners were enlisted. Through the first three months of Phase 1, links were placed on twenty referring websites (three government agencies, 14 public school districts, three driving schools). Those links yielded 1,084 visits lasting an average of 1:06 minutes. Referral traffic increased each month. Traffic varied by referent type and how links were displayed on referent websites. In preparation for Phases 2-3, promotional posters, bookmarks, radio spots, and video spots were created and a promotional plan was developed with each partner. Conclusions. Development of the website and the accompanying promotion could allow sustained dissemination of this effective program to broad audiences of parents.