2. Executive Summary
The primary focus of our campaign was to reduce the rate of automobile-related injuries
and/or deaths of young children by properly securing the child in an appropriate car seat in the
appropriate way. According to the Centers for Disease Control and Prevention, motor vehicle
injuries are a leading cause of death among children in the United States. Most of these deaths
could have easily been prevented with the right precautionary steps in properly securing the child
in the vehicle. This initiative stems from Safe Kids, which is an organization that is hell-bent on
the safety of kids in every way imaginable. From obesity management to preventing heat
strokes, Safe Kids is at the forefront of children’s safety through constant research and
community outreach. We have partnered with Safe Kids so that we can help innovate and
improve this current issue amongst unsuspecting children when inside of vehicles. We hope to
increase the knowledge of parents, expecting parents, legal guardians and grandparents so that
they can effectively execute their roles in ensuring their child or grandchild’s safety when a
vehicle is in use. The information we plan to spread knowledge about is how to know the correct
size and the correct types of car seats based on the child’s weight, height, and age, the best
direction to place the car seats in the car, and most proper ways of securing the seat with the use
of the seatbelt. We hope the direct result of doing this will ultimately decrease the rate of
automobile-related injuries.
3. Table of Contents
Table of Contents Error! Bookmark not defined.
Presented Needs 4
SWOT 5
Audiences 6
Objectives and goals Error! Bookmark not defined.
Strategy 8
Budget 9
Implementation Plan Error! Bookmark not defined.
Logo Error! Bookmark not defined.
Event Evaluation 12
Child Passenger Safety Pre & Post Test 15
4. Introduction
Safe Kids is a nonprofit global organization with a location in Columbus, Ga. focused in
child safety and care. One of their main focuses is a push for car seat safety. They hold classes
for potential new parents or anyone who wants to attend to come and learn about the importance
of car seats, proper installation, and which car seat is the best fit for their child. Our goal is to
increase the amount of people using car seats and using them properly, as we decrease the
accidents or injuries that happen during car wreck from people not restraining their child
properly in the right car seat.
5. Presented Needs
“Motor vehicle crashes are a leading cause of death among those aged 1-54 in the U.S.1 Most
crash-related deaths in the United States occur to passenger vehicle occupants.
A total of 22,441 passenger vehicle occupants died in motor vehicle traffic crashes in 2015.”
https://www.cdc.gov/motorvehiclesafety/seatbelts/facts.html
Children don’t get to choose if they are in a car seat or properly restrained like we get to choose
if we buckle up or not. Accidents happen when people do not expect it and when they are headed
just down the road. Children also need to be properly restrained to prevent injuries during car
accidents.
6. SWOT
● Strengths
○ Location (room in the hospital). Safe kids is partners of the hospital.
○ Volunteers that help out with the initiative.
○ Safe kids is able to put on events through funding to raise awareness about child
safety.
○ Classes offered, online videos, and the safe kids website.
● Weaknesses
○ Lack of workers to help out.
○ Lack of funding for programs, car seats, and classes.
○ Lack of classes offered and times the classes are offered.
○ Lack of car seats available to give out.
● Opportunities
○ Potential to have more events to promote awareness.
○ It is a global initiative so it’s not just focused for Columbus.
● Threats
○ The cost associated with car seats.
○ People’s mindsets thinking that they are good drivers so they will not get into a
wreck or that they are not driving far enough for a car seat to matter.
○ It is much more convenient for people to ignore car seat safety and not worry
about it, than it is to get a car seat and install it.
7. Audiences
Primary
The location of our campaign is Columbus, Ga, with the intentions to reach the targeted
audiences. These include but are not limited to parents, expecting parents, adults wanting to have
child and grandparents as well as expecting parents and grandparents, teens and children are
affected by this safety initiative. Our primary targeted audiences also includes grandparents and
older siblings. We are also targeting the following counties Stewart, Chattahoochee, Harris,
Muscogee.
Secondary
Our secondary target audiences includes friends of people with children, the children in
the car seat, schools, police officers, daycares and churches. We choose these as our secondary
audience due to the fact that they are also directly involved in either strapping the child into a
vehicle or making sure the child is secured correctly in the car seat (or booster seat and seatbelt.)
8. Objectives and Goals
The objectives and goals are to increase community outreach and raise awareness about
the initiative, to decrease the injuries and fatalities of children due to vehicle-related incident.
Our goals also include to get parents, expecting parents, legal guardians, and grandparents to
learn and understand that the correct size car seat, correct type of car seat, the best direction for
the car seat, and proper security of the car seat are all important. Even if all but one of these
goals are already being implemented, we stress to the class participants that the single one goal
not being implemented could cause harm in the end.
For example, the class participant could have the right size car seat, the correct type of
car seat, and the proper security of the car seat but have the child facing the wrong way. This
could ultimately be fatal in the end to the child if they were in an accident. We also try to stress
the importance of having the correct size car seat. If the child is in a car seat that is too small the
car seat could increase the chance of fatal injuries to organs and such if in an accident. In the
same sense, a car seat that is too big for the child would allow extra room for the child to move
and bounce around if in an accident which would not only cause injury to organs that could be
fatal but also would allow their head to move around too much. This could potentially lead to
brain injury, spinal cord injury and paralyzing of the limbs, but could also cause death from the
brain bleeding out. We try to explain that it is not only extremely important but lifesaving to the
class participant’s child that all goals are met accordingly to insure each and every child is safe
as possible during an accident.
9. Strategy
Place: Columbus, Ga. but Safe Kids is a global social marketing campaign.
Core Product: information about car seat safety through classes, coming to get the car seat
checked for safety and proper installation, and through the website with videos and flyers. Safe
Kids does have a minimal amount of car seats that people within a certain financial threshold and
that meet the requirements may apply to receive one or a discounted car seat. The benefit of the
car seat is child safety and preventing injuries.
Actual Product: the car seat is qualified, and the information about which car seat is correct for
their child and how to properly install it, as well as information about safety and usage to get
people to use a car seat in general.
Augmented Product: is the classes to learn more about safety and the office hours for people to
make sure their car seat is properly installed as well as knowing their child is safe and will have a
better chance in a car wreck if anything were to happen.
Promotion: We offer classes in the office and outside the office at companies to help with giving
people the variety of times and choices to make sure convenience is not an issue. We have videos
online on our website so they can look at that if none of the other options meet their schedule.
Price: Classes are cheap. Businesses may pay for us to come to their place of work to hold
classes there so the employee most likely will not have to pay. If they take the class and fill out a
survey after, they receive 10% off the class. They can apply to see if they qualify for a low cost
car seat.
11. Implementation Plan
When initiating phase one of our implementation phase, we will be gathering all material needed
to promote the initiative. This will include the documents and flyers as far as tangible needs go.
We will also do press releases, but they will be electronically produced. We will also schedule
classes for the target audience. We will then push our materials out to the public because the
audience is not yet aware of the initiative. During phase two, we will start to have interaction
with the public, as the classes have commenced. People will come in and get their child’s car
seat inspected and are learning about which car seat is most effective for their child’s safety. The
audience is also looking into buying the correct one immediately if the one they have in their
possession will not suffice. During phase three of implementation, all pieces included are in full
motion and are working well together. Classes are set, more and more people are coming to get
their car seats inspected and evaluated. The audience is being more aware and more cautious
about how they secure their child in the vehicle before putting the vehicle into use. In phase four
of the implementation plan, the evaluation aspect is key. We now have to see how well people
have used their car seats to secure their children and if they have effectively used their
knowledge obtained in our course through the event evaluation form.
13. Event Evaluation
Date: _____/______/_____ Location:_____________________
Demographics:
I am a: • Parent • Relative • Caregiver • Other / • Male • Female
Your Date of Birth: _____/______/_____ County You Live In: _______________ Zip Code:
_________
Place of Work:
____________________________________________________________________________
Your Ethnicity:
• Black/African American • Latino/Hispanic • Asian/Pacific Islander • Other
• Caucasian (non-Hispanic) • Multi-Racial • Native American
Are you enrolled or eligible for: • Medicaid • Peachcare • WIC • None
Feedback: Excellent Good Fair Poor
1. The information was organized and clear:
• • • •
2. The class content met my expectations:
• • • •
3. The class pace was:
• • • •
4. This class has made me feel more confident
in the subject:
• • • •
5. Overall evaluation of this class:
• • • •
14. 6. I would come to another class given by this instructor: •Yes •No
Page 1 of 2
Please Print:
The class would be better if…
What I liked best was…
What I did not like was…
How did you hear about the class? □Flyer □Web □Newspaper □Social Media
□TV □Radio □Friend/Relative □Drove By Event □Word of Mouth
□Other: ___________________
---------------------------------------------------------------------------------------------------------------------
------------------
15. □ I would like to save another child’s life. Please contact me for opportunities to serve.
Name:_________________________________ Phone:__________________________
E-mail: _________________________________________________________
Page 2 of 2
16. Child Passenger Safety Pre & Post Test
Parent/Caregiver Information: DATE:
___________________
Male____ Female____ Your Date of Birth: ____________ Are you a Parent______ or
Guest_______
County you live in:__________________ Your Zip code:_______________ Race:
____________
Have you used a car seat before? Yes____ No____ Is this your first baby? Yes___
No___
Number of people who live in your household: _____
Annual Household Income: □ Less than $24,999 □ 25,000 – $49,999 □ 50,000 - 74,999 □ more
than $75,000
Are you enrolled or eligible for: □Medicaid □Peachcare □WIC
□None
BEFORE AFTER
1. What is the #1 killer of children 14 and under?
a. Motor Vehicle Accidents ________ ________
b. Pedestrian Accidents
c. Drowning
2. Where are the best places to find information about how
to install your car seat? ________ ________
a. The web and brochures
b. Vehicle Owner’s Manual and Car Seat Owner’s Manual
c. A friend or a family member
17. 3. A baby must ride rear-facing until what age (recommendation ________ ________
from American Academy of Pediatrics)?
4. Car seats have an expiration date of typically 6 years? ________ ________
a. True
b. False
5. If you have a crash or something breaks on your car seat you should
a. Inspect the car seat yourself and use your judgement to decide
if the car seat is still in good condition ________ ________
b. Immediately call the car seat manufacture for guidance
c. Throw away the seat and never use it again
6. What is LATCH? ________ ________
a. A new system for installing car seats WITHOUT using seat belts
(Lower Anchors and Tethers for Children)
b. A quick method of installing car seats for short trips
(Limited Attachment Tethers for Child Harness.)
c. A law with increased penalties for not using your car seat
(Law Academy Tickets for Children)
7. How do seat belt systems lock into place when using a car seat? ________ ________
a. When you hit the brakes.
b. At the belt retractor, latch plate, or manually with a locking clip.
c. Every time you fasten the seat belt buckle.
