Communications and Reaction Testing Case Study

Children's Healthcare of Atlanta

Seatbelt Advocacy Research for Teens

Business Objective:

Children's Healthcare of Atlanta, one of the premier pediatric hospitals in the country, strives to enhance the lives of children through excellent patient care, research and education.  The healthcare organization is especially committed to providing families with the resources they need to prevent illness and accidental injury whenever possible.  In an effort to help prevent teen injuries, Children's Healthcare of Atlanta initiated a campaign advocating seatbelt usage among teenagers.

Research Objective:

Research Inc. was asked to measure the incidence of seatbelt usage among teens, identify occasions when teens are not wearing seatbelts, measure awareness of past messaging about seatbelt usage and obtain reaction to proposed billboard and radio advertising messages targeted towards teens.

Methodology:

Towards this end, in-person intercepts were conducted among teenagers in mall facilities located around metro-Atlanta.  A post-campaign survey was conducted a year later to see if teenagers' attitudes towards seatbelt usage changed.

The Result:

Research findings were used to choose the most effective means and messaging to communicate to teenagers the importance of seatbelt usage.  Post campaign findings revealed that seatbelt usage among teenagers of both genders increased after the campaign.