Using social marketing to increase the use of helmets among bicyclists.

Author(s)
Ludwig, T.D. Buchholz, C. & Clarke, S.W.
Year
Abstract

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. (Author/publisher)

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Publication

Library number
C 33953 [electronic version only]
Source

Journal of American College Health, Vol. 54 (2005), No. 1 (July/August), p. 51-58, 55 ref.

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This publication is one of our other publications, and part of our extensive collection of road safety literature, that also includes the SWOV publications.