Expanding the Focus of Educational Programming: Underserved but
Over-Represented Populations

by Joe Colella
Traffic Safety Projects, 301-829-8637; ColellaSafety@adelphia.net

For Americans, ages 4-34, motor vehicle traffic injuries are the most frequent cause of death. They are also the second most common cause of death for toddlers. Though this is a major public health problem for all Americans, those of certain races, ethnicities and age groups are disproportionately affected.

One of the reasons for this disparity is lower restraint usage rates.  The 2006 NOPUS study showed that 86% of children riding with White drivers were in some type of child restraint or seat belt, while only 64% of children riding with Black drivers were restrained.  Recent Partners for Child Passenger Safety analysis also shows that Black children are about 25% more likely to be inappropriately restrained, and that children with less educated parents, lower family income, or older parents are also more likely to be inappropriately restrained.

A recent NHTSA analysis of children killed in crashes demonstrated that most African American, Native American, and Latino children (birth through age 4) were not in child restraints – with many completely unrestrained – while a significantly greater percentage of White children had been in child restraints. It was estimated that more than half of the unrestrained children would have survived if they had been in safety seats. For people killed, ages 5 and older, Native Americans and Latinos also had the lowest safety belt usage rates.

The overall chance of dying in a crash also varies by race and ethnicity.  According to the Bureau of Indian Affairs, for example, American Indians are killed at twice the rate of other groups combined. Some of the factors for non-restraint of children, for Native Americans, are the limited availability of child restraints, lack of educational resources, and the accepted traditional methods of transporting children. The need to travel an hour (or much longer in some areas), to obtain a car seat or seek education, also requires personal commitment and resources. And there are often major differences between tribal laws and state laws, which are a primary source of information about restraint selection.

To address the injury disparity among racial and ethnic groups, NHTSA and other national groups are focusing research and educational attention on underserved but statistically over-represented communities. Through national and community-based partnerships, as well as by funding specialized efforts, agencies and organizations want to create, implement and evaluate culturally specific programs and materials. Successful efforts can be expanded and enhanced, or can be replicated by programmers in areas with similar demographics.

On a local basis, injury prevention advocates are often challenged in gaining support, finding funding and developing specific programs.  A starting point may be to contact national organizations that represent the communities.  NHTSA has links to its partner organizations at www.nhtsa.dot.gov/multicultural, and their local affiliates may have programming plans or needs.  Inviting key representatives to meetings or events can be useful, and offering to conduct awareness classes for the healthcare facilities, police departments, and first responders that serve the communities has worked in some areas.  Hosting focused CPS training, inspection events, and child restraint distribution can also enhance community interest.  Since many states have budgeted for or could be convinced to budget for outreach efforts and demonstration projects, contacting the State Office of Highway Safety and learning about their plans makes sense. 

The bottom line is that the need to effectively reach certain populations is significant, and that expanding existing programming does not always answer cultural, demographic or geographic needs.  Some of the most successful efforts have worked to identify and empower leaders, from within a community, rather than just trying to import resources. Messenger acceptance and credibility is paramount when trying to raise awareness, make safety devices and resources accessible, encourage safe behavior, and create self-sustaining programs. Ensuring that the messaging recognizes and respects culture and tradition is equally important.

Note: Child Safety Solutions specializes in creating multi-lingual materials. If you need educational materils in languages other than English, give us a call at 877-669-7233.

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When Bob Lindsey became Community Service Director for the Ashland American Legion, he took the position to heart. Three years later, Ashland is the safest community for towns of its size across the state. There were no injuries from bicycle crashes during 2006. The crime rate has dropped. Statistically, accidents for children ages 3-9 are the lowest in the state.

How did he do it?

Now the American Legion Commander, Lindsey is quick to point out that Ashland’s success is due to his partners: “The key element to getting the safety program in place was working with the police and the superintendent of schools,” he observed.

Lindsey first shared his vision with then Lt. Rohmer in the Ashland police department. So many of Ashland’s kids were riding without helmets. Was there anything the American Legion could do? A plan evolved.

Lindsey contacted the local Dairy Queen, Tasty Treat, and McDonalds. He arranged for the American Legion to purchase coupons for ice cream the police could use to encourage helmet use. The community newspaper picked up the story and encouraged children to wave at the police. If an officer stopped and the kids were wearing a helmet, the kids might get one of the coupons. If the family could not afford a helmet, a helmet was provided.

The next step was to reach children and their families through the schools. Lindsey went on line and found www.imsafe.com with teaching materials for the primary risk areas. Lindsey contacted Superintendent Hoffman and set up a meeting. The I’m Safe! materials flowed easily into their curriculum; teachers could implement the program based on the time they have available. The American Legion now sponsors not only bicycle safety, but also car, pedestrian, personal and summer safety educational materials for children in grades pre-K through grade 3.

Every year, Chief Rohmer and Cmdr. Lindsey conduct a drawing and present new bikes and helmets to a girl and boy at each school who have been through the program. The students who have won have been elated, a number of them could not have afforded the bikes and helmets on their own.

What are some of the side benefits of the Ashland American Legion safety program?

• Officers report the safety program has broken down barriers between police and the students. Students have learned they have nothing to fear from the police; the officers are their friends and are there to protect them.
• During 2006, police received tips from students that helped them solve 46 minor crimes, from break-ins to drug busts. Ashland police attribute the reduction in crime to the improved relationship with the children in the community.
• Chief Rohmer reports the police can tell the difference between children who have been through the program and those who have not. Students who have participated in the program will stop at intersections, wave to police officers and use their helmets.
• Dr. Hoffman approved a carnival at the new high school each year to raise money for the safety program and help provide scholarships for the students.

If safety for kids can be improved in Ashland, it can be improved elsewhere. Please feel free to contact us to discuss your ideas.

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Put the “Fun” into Fundraising . . .

Learning from "No."

If a potential business sponsor says “no” to your fundraising proposal, be sure to find out why...

• If budget monies are already allocated for this year, is the request something the sponsor would consider building into their budget next year?
• Is there another individual or department within the company that may be interested? (In large companies and corporations, sponsorship dollars may come from a variety of sources, for example, marketing, human relations, community relations, or other departments within the organization.)
• Is there a way that you could adjust your proposal to better meet the sponsor’s objectives?
• Would the sponsor who declined be interested in attending this year’s event (or somehow observing your programs in person) and reconsidering for next year?

Many times, a “no” can be the beginning of a dialog that can eventually turn into a yes.

Note: Share your fundraising tips or success stories to wendy@imsafe.com. If we use your submission, you will receive a coupon for $25 off your next I’m Safe! order.

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