One in three U.S. children ages 4 through 7 years are still not riding in a child restraint system when they are passengers in motor vehicles, according to the 2011 National Survey on Use of Booster Seats. To better protect these children, we developed and evaluated Boosting Restraint Norms, a community-led social marketing campaign that emerged from a multi-phase line of research conducted at CIRP.
As a certified Child Passenger Safety (CPS) technician and an Outreach Specialist here at CIRP@CHOP, I help researchers translate research findings into practical recommendations and messages. To effectively reach our end users, which are typically parents, we need to consider how their beliefs and motivations impact how they receive and interpret our messages. I recently read a post on the Safe Kids blog that put this idea into practice on a global scale.