Preventing Injuries in Norwood

Caleb Burton

Agni Chemburkar

James Cloud

Amanda Hoctor

Olena Plyushch

Sam Walston

Karen Wellman

Christine Wilkerson

Barrier to Adoption Communication

Barrier to Adoption Communication Strategy

Specific Takeaways from Interviews•(Adopter) “It took multiple phone calls to get to right person.” •(Aware Non-user) “We called the health department about 5 separate times.” •Awareness – Two interviewees saw advertisement at Ameristop.•People frequently visit the Norwood Library/City Hall.•Multiple interviewees assumed they only did houses not apartments – saw yard signs only at houses.•“Didn’t know that PIN offered free equipment installation, thought it was only education.” •Thought they need tools to install themselves. •Confused the PIN with the Child Hunger Ends Here Campaign.

Barrier to Adoption Communication Strategy

• Facebook page doesn’t contain contact information/ a lot of information about what the service is/times available.

• PIN information is buried on CCHMC’s website and hard to locate information.

• CCHMC’s information does not use consumer’s language.

• Norwood Health Dept. page has no link or information about the PIN program.

• Yard signs have no phone number on them.

What types of homes?• Accepted Consumer Belief

– “I thought PIN only child proofed houses”

• Benefit

– It doesn’t matter if you live in a house or apartment. Plus PIN knows the rules regarding landlords and your renter’s rights to childproofing!

• RTBs

– PIN has installed child safety items in apts. & homes.

– We have completed over 200 installations.

– This fact will be communicated via yard signs, brochures, website, social media and at our central phone number.

How can I get more information?• Accepted Consumer Belief

– “I am aware of PIN but don’t know much about them.”

• Benefit

– PIN child proofs homes in Norwood to prevent child injuries.

– PIN also does child car seat checks to ensure proper installation.

• RTBs

– You can find out information about PIN by calling one central phone number, visiting our website with FAQs or picking up a brochure at AmeriStop, City Hall, or the Library.

I don’t need to child proof.• Accepted Consumer Belief

– “I know I should child proof but I can watch my children and/or my baby isn’t walking yet.”

• Benefit

– We don’t want you to wait to child proof until it is too late!

• RTBs

– Home injuries are the leading cause of death in children under 5 years old.

– Studies show that Norwood has a higher child injury rate.

– Website/FB YouTube videos of Children’s Hospital Drs. describing child injuries they have treated. Videos of parents of children that were injured or about prevention.

Barrier to Adoption Emotional Needs

Common Barrier to adoption – Emotional

Specific Takeaways from Interviews•People are scared of inviting people into their homes because of drug use, warrants, and citizenship status. •“When I made the call and you said ‘you tell me what you need’ it made me feel better.”•Fear of being judged – “You will think I’m a bad parent.”•People are in doubt that it is truly free because nothing is free in life.•Fear that they are associated with CCHMC’s 241 Kids program.•People are fearful of landlords and modifying their apartments.

Fear of Children Being Taken.• Accepted Consumer Belief

– “I am afraid that if an agency comes into my home they could take my child.”

• Benefit

– PIN is an organization dedicated to helping parents prevent accidental childhood injuries in Norwood.

• RTBs

– PIN is a non-governmental agency & not part of 241 Kids

– In the business of preventing injuries, not assessing parenting skills

– FAQ can list out what PIN is legally required to report

– Fire Department comes to install

Path to adoption communication• Develop a PIN specific website; can be a landing page

housed within the Health Department and brochure. The website for youth/brochure for grandparents – distribute at Library, City Hall, and AmeriStop.

• Ensure to include FAQ using customer’s language (Children’s site description is high level business speak).

• Consider having ONE dedicated phone number listed on all promotional material so that people can call for information and to schedule appointments. Have a consistent flow of information/education about the program to this phone operator.

Path to adoption emotional needs• Ensure there is a mission statement and FAQ addressing

some sensitive information/questions and about what exactly is offered and who the partners are.

• Use personal testimonials to overcome these emotional barriers and make child proofing worth. Interview ER docs about injuries, people who have experience with child injuries or the prevention of and post to FB, website, and put testimonials in brochures.

• Include # of homes child proofed on website.

Concept – Website

Concept – Brochure

Brochure Placement

Norwood Library Norwood City Hall

Local Norwood AmeriStop

Branding Confusion

http://www.childhungerendshere.com/

Potential new PIN logo?

OR

PIN is here to help you be your child’s superhero

PIN is an organization dedicated to helping parents prevent accidental childhood injuries in Norwood. The program isn’t a government agency, so there’s no fear of judgment, just solutions – all 100% free.