ERIC Number: EJ725688
Record Type: Journal
Publication Date: 2005-Jul-1
Reference Count: 55
Using Social Marketing to Increase the Use of Helmets among Bicyclists
Ludwig, Timothy D.; Buchholz, Chris; Clarke, Steven W.
Journal of American College Health, v54 n1 p51 Jul 2005
In this study, the authors investigated a social marketing intervention to increase the use of bicycle helmets on a university campus in the southeastern United States. Focus groups of students developed a bicycle helmet program slogan and logo (ie, "The Grateful Head"). The authors trained student bicyclists who already used helmets (n = 15) as peer agents. These agents provided bicycle helmet information and asked fellow bicyclists to sign a pledge card to wear a helmet. They gave a coupon for a free helmet to those who pledged to wear a helmet. The authors received a total of 379 pledge cards and distributed 259 helmets. Bicycle helmet use rose from a baseline mean of 27.6% to a mean of 49.3% by the last week of the intervention. (Contains 1 note.)
Descriptors: Intervention, Focus Groups, Student Behavior, College Students, Injuries, Accident Prevention, Safety Equipment, Child Safety, Peer Influence, Marketing
Heldref Publications, Helen Dwight Reid Educational Foundation, 1319 Eighteenth Street, NW, Washington, DC 20036-1802. Web site: http://www.heldref.org.
Publication Type: Journal Articles; Reports - Research
Education Level: N/A
Authoring Institution: N/A
Identifiers - Location: United States