The broad aim of this research project was to determine the nature and causes of non-use of seat belts among 8- to 15year-olds, and to recommend interventions and strategic approaches to increase usage among this age group. This report summarizes findings from three phases of research: a literature review; 28 in-home family immersion interviews conducted in Illinois, Georgia, and Arizona; and detailed findings from qualitative testing of intervention concepts through 96 triads among “tweens” and teens 8 to 15 years old, six focus groups with parents in Pennsylvania, Iowa, Wisconsin, and California, and two focus groups with adult/teen influencers in Iowa and California. Interventions tested included those based on new products, community and school influence, communications, and key influencers (parents, older teens). Findings from the first and second phases of research suggested there are three segments or targets within the 8-to-15 age range with different attitudes and behaviours toward safety restraints. More specifically, 8- to 10-year-olds (younger tweens), 11- and 12-year-olds (older tweens), and 13- to 15-year-olds (young teens) seem to be motivated by different influencers and peer groups. There also appears to be a gap in messages on seat belt safety directed to parents of 8- to 15-year-olds. That is, after hearing about the importance of child safety restraints for infants, parents report almost no information on the continued importance of safety restraints and/or how to transition children to appropriate restraint systems from infant to toddler to pre-teen. Finally, in terms of messages and interventions, 8- to 15-year-olds say hearing about the consequences of not wearing seat belts from other children their age, or from slightly older youth, would make the consequences of not wearing a belt seem more real and alarming. For the Appendices, see http://ntl.bts.gov/lib/30000/30200/30254/810966.pdf (Author/publisher)
Abstract