EVALUATION OF A 4-YEAR BICYCLE HELMET PROMOTION CAMPAIGN IN QUEBEC AIMED AT CHILDREN AGES 8 TO 12 - IMPACT ON ATTITUDES, NORMS AND BEHAVIORS

Objective: This study evaluated a four-year bicycle helmet promotion c ampaign.Methods: Children's attitudes, social norms, intentions to wea r a bicycle helmet as well as helmet ownership were measured. Evaluati on was based on a pre-experimental static group comparison design repe ated at two (1991) and four years (1993) after implantation, with a no n-randomized control group. 3,424 students completed a self-administer ed questionnaire (experimental: 2,097, control: 1,327). Results: The p rogram had a significant impact on helmet ownership (1989: 4%; 1991: 2 6%; 1993: 56%). The program was the principal predictor of high intent ion to use a bicycle helmet. Time was the principal predictor of owner ship with exposure to the program being the next predictor. Conclusion : This study showed that time is an important factor in bicycle helmet acquisition, and that a long-term community-based program can acceler ate the process of adopting this behaviour.