Prof. Norbert Mundorf
University of Rhode Island-Communication Studies
Davis Hall, Rm. 302
Kingston, RI  02881
401-874-4725
mundorf@uri.edu
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BACKGROUND

According to the RI Strategic Highway Safety Plan, seatbelt use in Rhode Island is considerably lower than the national average. Also, the rate of observed seatbelt use has slightly declined since 2004, and most importantly, the number of seatbelt fatalities increased considerably in 2006 as compared to 2005. One of the key objectives of the Safety Plan is to “… achieve an annual reduction in unbelted fatalities and serious injuries to lower than the 2002 to 2006 average” (p. 19). In addition, this Plan also emphasizes the need to address young drivers, who constitute a disproportionate share of fatalities. Public education campaigns aimed at drivers age 16 – 24 play a key role in the Plan’s recommendation

OBJECTIVE

The objective of this outreach project is to create a Best Practices Guide to increasing seatbelt usage rates among high school students in Rhode Island and beyond. Rather than relying on national or statewide campaigns, our strategy is to focus and utilize existing resources in the student population. In particular, we will continue to work with active student advocacy groups in a given school to target the intervention to this individual school, and to different student segments (tailored to Stage of Change, age, gender). The project team will provide their knowledge of communication campaigns, change processes, and media technology, to develop interventions jointly with the student groups.
The following Tasks were proposed:

• Task 1: Identify the key elements for running a successful school-based seatbelt program and for achieving measurable and cost-effective benefits in terms of increased seatbelt usage.


• Task 2: Identify barriers to running a successful program and to achieving measurable and cost-effective benefits, and pinpoint how these barriers can be avoided and/or overcome.


• Task 3: Draft best practice guidelines for practitioners guiding the effective implementation of large-scale programs, built around case studies derived from experiences in the three schools.

During Year 1 (through December 2008) a model will have been established in the pilot schools. One key goal of the Year 2 Proposal is to make the project self-perpetuating. During Year 2, the project team will facilitate the sustainability of the project: the project team will expand training in the intervention process to a range of student groups, along with existing high school staff. Subsequently, these student groups are expected to continue the program with minimal intervention from the project team. Funding for the second half of the 2008/09 school year is essential to establish sustainability of the model, to conduct a meaningful outcome assessment towards the end of the school year, to analyze data, and to disseminate findings through a number of formal and informal channels.

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12/30/2008

$24,556.67

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