ATV Safety Summit: Consumer Awareness: Getting the Message Out - Concerned Families for ATV Safety

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Carolyn Anderson and Sue DeLoretto-Rabe presented this at CPSC's ATV Safety Summit Oct. 12, 2012. Concerned Families for ATV safety was established in 2005 by three mothers who have lost a child due to an All Terrain Vehicle (ATV) accident. Our non-profit organization provides support to survivors who have suffered injuries or lives due to ATVs. The organization also works to raise awareness of the need for stricter safety standards that will enforce existing laws and keep children under the age of 16 from riding or driving ATVs. Our organization has grown into a network of parents worldwide who have come together as a unit to provide support and safety education in the form of advocacy kits, news broadcasts, research projects and medical statistics. We all share the same goal to protect children and educate parents of the dangers ATV's pose to children under the age of 16. We would like to speak on the topic of Consumer Awareness. We have gotten so many emails from parents AFTER their child has died that always say the same thing, "If only I had known." We plan to show how the message just isn't getting out clearly, not just to the consumers, but the entire public.

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  • Need picture of Home page up at topInsert on bullet #4: Graphic of # of dead and injured children vs. # of ATVs
  • (pictures of children surrounding)
  • Needed graphic of little Kid on BIG ATV
  • ATV Safety Summit: Consumer Awareness: Getting the Message Out - Concerned Families for ATV Safety

    1. 1. Concerned Families for ATV Safety United to prevent child ATV death and injuryConsumer Awareness Presented By Carolyn Anderson & Sue DeLoretto-Rabe Cofounders
    2. 2. WHO WE ARE…• What we have learned through the years• "If Only I Had Known“• In the past 10 years the number of CHILDREN KILLED or Injured in ATV crashes has DOUBLED! (Jeffrey R. Sawyer, MD, Age-Related Patterns of Spine Injury in Children Involved in All-Terrain Vehicle Accidents. In Journal of Pediatric Orthopedics)• The ATV Manufactures say theres been a decline in the INJURY RATE as there are more ATVs in use. This places the importance on ATVS, not on children.
    3. 3. Parents want to love and protect their children, most dont understand the dangers of ATVs.
    4. 4. OBSTACLES TO REDUCING DEATHS & INJURIES MIXED MESSAGING- A BIG PROBLEM:• Industry sponsored training and educational materials• Carol Keezer goes to SVIA/4H training session for 10-12 year olds in Defiance, Ohio.
    5. 5. OBSTACLES TO REDUCING DEATHS & INJURIES MIXED MESSAGING- A BIG PROBLEM:• Industry blames rider behavior for deaths and injuries.• “The majority of ATV- related accidents and fatalities involve behaviors that the industry warns against in all its LITERATURE, and on-vehicle LABELS.” SVIA Press Release, Special Report 2007)
    6. 6. A.T.V Safety Activity Book
    7. 7. OBSTACLES TO REDUCING DEATHS & INJURIES SIZE MATTERS• In a study published in "Almost every time you Neurosurg Focus, the read about young team concluded that teenagers getting hurt size matters: young on ATVs, theyre riding riders all too often larger, faster models aren’t big enough or intended for adults," strong enough to control says Roy an ATV designed for an Watson, general adult. manager of the legal department for Yamaha Motor Corp.
    8. 8. INDUSTRY REJECTS UPPER SPEED LIMITS FOR ADULT MODELS• CPSC data has never JOINT COMMENTS OF shown a significant AMERICAN HONDA MOTOR CO., INC., correlation between high AMERICAN SUZUKI MOTOR speed per se and ATV CORPORATION, ARCTIC CAT accidents.) INC., BOMBARDIER RECREATIONAL PRODUCTS• Attempting to establish a INC., KAWASAKI MOTORS limit on the maximum CORP., U.S.A., POLARIS INDUSTRIES INC., and speed of adult-sized YAMAHA MOTOR ATVs would be CORPORATION, U.S.A. counterintuitive. Then WHY is SPEED the entire focus of the new standard for children?
    9. 9. “ATV makers have long wanted to breakfree from what Roger Hagie, a spokesmanfor Kawasaki Motors Corp. USA, calls, “THE Industry crafted standardsTYRANNY OF AGE AND SIZE RESTRICTION." that now define youthDavid Murray, an attorney who represents sized ATVs by theirYamaha, says the industry suggested maximum speeds, rathertransitional ATVs to the CPSC in the late than by engine size1990s, but the agency, then underDemocratic leadership, rebuffed the idea.
    10. 10. ENTICEMENT Polaris donates $100,000 in ATVs to youth camps• Polaris can “ENTICE” a new generation into the power sports community while providing a great experience for thousands of young people.” said Scott Wine, Polaris CEO.• Polaris vehicles available to camp visitors at both camps include the Phoenix 200, the Sportsman 500 H.O., and the Sportsman 550. WHAT CAN BE DONE…..?
    11. 11. SOLUTIONS TO THE DEATH AND INJURY PROBLEM• WHY is it that most people have NO IDEA of the Dangers ATVs pose to Children under the age of 16?• “IF ONLY I HAD KNOWN” Most common thing we hear from parents AFTER their child is injured or dead. If you don’t ride you don’t know.• THIS NEEDS TO BECOME COMMON KNOWLEDGE TO EVERYONE EVERYWHERE!
    12. 12. COMMON KNOWLEDGEWe ALL KNOW :• You shouldnt drink and drive, you shouldnt text and drive. Smoking can cause cancer ( lady with the hole in her throat), Drugs can kill your brain (fried egg in pan). You need to buckle your seat belt before you drive a car, you should always wear a helmet when riding a bicycle, you need to make sure your child is in a proper safety restraint when in a car….• BUT WHAT ABOUT ATV’s? (Most people have no idea, unless they are users)
    13. 13. MORE SAFETY MESSAGING and LESS RISKY BEHAVIOR PROMOTED ( Should be in the Dealerships as well as Magazines, TV commercials, Posters etc..) Lets be clear about this: Advertising DOES influence behavior. That is what its supposed to do. At least good advertising does ("good", from the advertiser’s perspective). They try to put the image in YOUR mind that YOU will be doing all the fun-looking activities shown in their ads, just by buying their product. ~John Mianowski
    14. 14. Safety Advertising by the IndustryLabeling ISNT Sufficient and ISNT Effective! Other industries don’t get awaywith warning labels as their only safety factor, so why should the ATV Industry? Critics say the ATV warnings are unusually sweeping and can be ambiguous, advising against things such as: “EXCESSIVE” speed or hills that are “TOO STEEP . . . for your ABITLITIES.” The labels give us the defense that, ‘Hey, we told you,” said Doug Somers, a former Honda corporate attorney
    15. 15. TRUTH IN ADVERTISING: CONSISTENT AND CONCISE BOLD PRINT THAT CAN BE SEEN that WARNS about theRISKS TO CHILDREN. Including Recent Death and Injury totals.
    16. 16. Public Service Announcements (PSAs) in EVERY STATE:• Showing the dangers ATV’s can pose to Children.• Not only from the medical societies, but by the ATV Industry
    17. 17. POINT OF SALE INFORMATION ( signs in dealerships)• People should be told VERBALY and VISUALLY when LOOKING for an ATV, BEFORE they decide to BUY, about the possible risks ATVs can cause to children under age 16.• Most all of the material is given out AFTER or during the point of sale, AFTER the customer has already made their decision to buy.• Once they decide to buy, its too late!
    18. 18. BLAMING IS NOT A SOLUTION Reckless riding is only one part of the problem. Manufactures shift safety debate from ride to rider• Pointing fingers at the parents and BLAMING them for their childs death• Saying an accident occurred because of “Rider Behavior,” is called BLAME Honda’s safety slogan How would their customers feel about being called “STUPID?” ( what about the firefighters, farmers, rescue workers doing their daily jobs?) Are they “STUPID” when that crash occurs? None of this has proven to be helpful for the 30 or more years the ATV INDUSTRY has used it!
    19. 19. CLOSING STATEMENT• In 30 years there has been NO MEANINGFUL CHANGES.• We continue to allow the ATV Industry to ignore the medical and engineering research done on ATV’s.• Things have gone in the OPPOSITE DIRECTION• BIGGER AND FASTER MACHINES (dropping engine size, going with speed and best fit for youth models, making seats larger allowing passengers, and doing NOTHING about the STABILITY of the machines).• DEATHS AND INJURIES ARE STILL IN RECORD NUMBERS From 1982 through 2010, CPSC staff received reports of 2,775 ATV-related fatalities that were children younger than 16 years of age. This represents 25 percent of the 11,001 total number of reported ATV-related fatalities.
    20. 20. CONCLUSION• The ATV Industry needs to STOP ENTICING CHILDREN into ATV use, and BLAMING RIDER BEHAVIORS without SOLVING the SAFETY ISSUES that need to be addressed.• This needs to become MORE about Saving Lives and LESS about Making Money! ITS TIME FOR REAL MEANINGFUL AND MANDATORYCHANGES THAT WILL HELP SAVE CHILDREN FROM DEATH AND LIFE THREATENING INJURIES.

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