New York University Campaign Goals Discussion

1. What are the larger campaign goals and sub-objectives of your Individual Health Communication Campaign project.

2-What will your target audience(s) be? Is there a secondary audience that you should target, too? Why/Why not?

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Decreasing the Risk of Avoiding the use of Seatbelts while Driving among College Students
to Avoid Road Traffic Injuries and Deaths
Problem Statement
Fouda et al. (2018), indicate that the burden of trauma is now the most significant public
health issue globally. Road traffic injury (RTI) is considered to be the ninth biggest cause of
death globally and the eighth source of disability-adjusted life year (DALY) (Dalal et al., 2013).
Moreover, the average fatalities reported worldwide are estimated to be 1.24 million yearly. RTIs
result in 20 to 50 million non-fatal injuries annually, then disability. RTIs cause a substantial
economic burden to nations worldwide.
Motor vehicle crashes are the main cause of death amongst persons between 1-54 in the
United States (U.S). Most deaths related to crashes in the U.S. occur to passengers and drivers.
According to the CDC (2022), adults and older children who are big enough to ensure that the
seat belts fit correctly benefit from wearing seat belts by reducing injuries and deaths in crashes.
However, millions avoid buckling up per trip. As a result, the latest reports indicate that
approximately 22,697 passengers and drivers in passenger cars were killed in motor vehicle
accidents in 2018. Also, more than half, 51% to 60% of adults between 20 and 44 years and
teens between 13 and 19 years who died in accidents in 2018 were not wearing their belts when
they crash. Further reports indicate that more than 2.2 million individuals were treated in
emergency departments because of motor vehicle crashes within the same year. Young
individuals between the ages of 18 and 24 record the highest crash-related injuries among all
adults. The issue also results in costs with non-fatal crash injuries to individuals estimated to cost
$62 billion in terms of work loss cost and lifetime medical in 2017. According to data from the
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Bureau of Labor Statistics, approximately thirteen accidents occur every minute. The accidents
are estimated to have cost the economy around $474 billion in 2020, based on information
provided by the National Safety Council.
Known Causes and Risk Factors
Febres et al. (2020) indicate that road traffic accidents are among the major
life-threatening issues that cause long-term psychological problems and significant financial
losses. Despite the well-documented benefits of seat belt use, many drivers fail to fasten their
belts because of various risk factors.
The first risk factor is age. Reisner et al. (2014) indicate that in all age groups, U.S.
adolescents and young adults record the least safety belt use rate. Moreover, the nonuse of safety
belts is highly common among adolescent passengers than drivers. Teenagers only opt to use
seatbelts when their parents insist on them using them, when they are accompanied by adults, or
in cases where they see their parents using them (Ouimet et al., 2008). On the other hand, they
are less likely to use seatbelts when driving with other teenage passengers. The National
Occupant Protection Use Survey supports the low rate of use of seatbelts among teenagers
Controlled Intersection Study, which applied the probability-based observational survey sample
conducted annually to determine seatbelt use countrywide. Results of studies conducted between
2016 and 2018 show that seat belt use among young adults and adolescents between 16 and 24
years old was 87% annually. On the other hand, seat belt use among adults above 25 years old
was 90& and above (Yellman et al., 2020).
The second risk factor includes the laws used in a state. More specifically, previous
research has compared the use of safety belt within jurisdictions with primary and secondary
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safety belt laws. In this case, primary safety belt laws incorporate police stops and giving tickets
to drivers that fail to wear safety belts, and those with secondary safety belt laws that consist of
giving drivers tickets when they are found not to wear seat belts while being stopped for other
issues like speeding. The findings indicate that primary laws are effective in increasing safety
belt use. It is supported by Shakya et al. (2020), who suggest that data between 2011 and 2016
indicate that there was a higher rate of seat belt use among individuals of 7 percent in primary
enforcement states (89%) compared to secondary enforcement states (82%).
The other factor that correlates to the nonuse of seatbelts is substance abuse. Individuals
engaging in alcohol-related behaviors are more likely to drive after having their drinks (Voas et
al., 2012). While intoxicated, they are more likely to be part of transportation risk behaviors such
as not wearing seatbelts. It indicates that there is a general willingness among individuals to
engage in risky behaviors when they opt to drink and drive. It is a concern because individuals
who opt to drink and drive are likely to avoid wearing seat belts which increases the risk of death
or injury if there is a crash. Alcohol use as one of the main factors resulting in the nonuse of
seatbelts has been a major issue that has been highlighted for almost two decades. More
specifically, past research by Begg and Langley (2000) indicates that the nonuse of seat belts is
common among young adults and individuals who engage in risky behaviors, including
alcohol-impaired driving and speeding.
Prevention of nonuse of Seatbelts Among College Students
WHO developed a report in 2004 on effective interventions to address and reverse the
RTAs trends. The primary intervention being the implementation of seatbelt usage among drivers
and their passengers. It is based on the fact that non-adherence to the use of seatbelts enhances
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the risk of being injured or killed during motor vehicle crashes (Febres et al., 2020; Shakya, et
al., 2020). On the other hand, compliance with seatbelt use is associated with decreased mortality
and severity of injuries after a car crash (Shakya et al., 2020). However, despite the differences
between using and not using seatbelts, there have been few interventions to encourage college
students and other young adults to use seatbelts. The following behavioral frameworks guide the
interventions. The first is the educational or informational framework that concentrates on the
health focus message. More specifically, the framework concentrates on information on the
possible health risk that results from not using seatbelts while driving. The information aims to
motivate people to change their behavior and believe in the adverse effects of not wearing
seatbelts. The strategy has been advocated as indicated by Clayton and Helms (2009), who
suggest that strategies used under this framework include the approach known as the “Click It or
Ticket” program. The campaign uses various media such as radio, television, and billboards to
convey information about the rule and increase the law enforcement effort for failing to comply.
The program also uses flyers, posters, and feedback to improve the use of seatbelts. The next
approach is active prompting which involves presenting signs such as “Please Buckle Up” to
drivers and thanking them for compliance. The process has proven to enhance seat belt use and
compliance to stop signs (Austin et al., 2006).
The second framework that can be used to guide intervention is the social cognitive
theory. The theory gives a framework for a better understanding of how individuals actively
influence and are influenced by their environment. According to this perspective, young adults
are influenced by their environments and thus can be encouraged to wear seatbelts if they are
surrounded by people who wear seatbelts. It is an argument supported by Vaughn et al. (2012),
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who indicate a connection between the nonuse of seatbelts and antisocial behaviors. More
specifically, antisocial behaviors are highly linked to characteristics like sensation seeking,
decreased self-control, and impulsivity. Therefore, social behaviors help individuals learn from
their peers about the importance of wearing seatbelts. It also helps them learn other socially
acceptable behaviors.
Conclusion
Studies indicate that there are motivational factors resulting the non-seatbelt use among
college students. More specifically, they are influenced by their social environment and
knowledge about the importance of wearing seatbelts. Considering that the nonuse of seatbelts is
a common factor among young adults, it is crucial to develop and implement effective
interventions that target at-risk populations to improve their seatbelt use. Ultimately, the
interventions would decrease crash-related injuries and deaths.
THE CAMPAIGN
DESIGN PROCESS
PART 2  Week 6  Day 1
Logic Model
• The logic model presents the hypothesized relationship b
etween program inputs, intervention activities
and the desired outcomes – it describes how
the intervention is expected to work (theory of change)
Five core components of logic models:
• Inputs (resources, contributions)
• Outputs
(activities, services, events that reach people targeted)
• Outcomes (anticipated results or changes)
• Assumptions (rationale)
• External factors
Logic
Model
Example
1
Illustration
Logic Model Example 2
Illustration
The PRECEDE – PROCEED
Model
PRECEDE =
Predisposing, Reinforcing, and Enabling
Constructs
in Educational/environmental Diagnosis &
Evaluation
PROCEED =
Policy, Regulatory, and Organizational Constructs
in Educational and Environmental Development
Figure, Ver. 1
Source: Greene & Kreuter (2005)
The PRECEDE – PROCEED
Model
Figure Ver. 2
The PRECEDE – PROCEED
Model
Example
Applied Example of PRECEDE-PROCEED Model to Hospital Bed
Shortage
Campaign Design Process
• Identify target audience and formulate communic
ation objectives
• Conduct audience analysis
• Devise a communication strategy
• Develop and test campaign materials
• Set implementation and evaluation plans
Campaign Design Process
Resources
Source:
ov/cdcyne
https://www.orau.g
rgy/soc2web/
Source:
https://www.cance
r.gov/publications/
healthcommunication/pin
k-book.pdf
Source:
https://www.public
n
healthontario.ca/e
/
/ServicesAndTools
e
HealthPromotionS
u
rvices/Pages/defa
lt.aspx