title: Making the message meaningful: a qualitative assessment of media promoting all-terrain vehicle safety.
abstract: BACKGROUND
  Millions of all-terrain vehicles (ATV) are used around the world for recreation by both adults and youth. This increase in use has led to a substantial increase in the number of injuries and fatalities each year. Effective strategies for reducing this incidence are clearly needed; however, minimal research exists regarding effective educational interventions.
  
  
  OBJECTIVE
  This study was designed to assess rural ATV riders' preferences for and assessment of safety messages.
  
  
  METHODS
  13 focus group discussions with youth and adult ATV riders were conducted. 88 formative research participants provided feedback on existing ATV safety materials, which was used to develop more useful ATV safety messages. 60 evaluative focus group participants critiqued the materials developed for this project.
  
  
  RESULTS
  Existing ATV safety materials have limited effectiveness, in part because they may not address the content or design needs of the target population. ATV riders want educational and action-oriented safety messages that inform youth and adult riders about their responsibilities to learn, educate and implement safety behaviours (eg, appropriate-sized ATV, safety gear, solo riding, speed limits, riding locations). In addition, messages should be clear, realistic, visually appealing and easily accessible. Newly designed ATV safety materials using the acronym TRIPSS (training, ride off-road, impairment, plan ahead, safety gear, single rider) meet ATV riders' safety messaging needs.
  
  
  CONCLUSIONS
  To reach a target population, it is crucial to include them in the development and assessment of safety messages. Germane to this particular study, ATV riders provided essential information for creating useful ATV safety materials.
authors.affiliation: Communication Studies and ICRC, West Virginia University, Morgantown, WV 26506, USA. maria.brann@mail.wvu.edu
authors.forename: Maria
authors.initials: M
authors.lastname: Brann
authors.forename: Samantha Hope
authors.initials: SH
authors.lastname: Mullins
authors.forename: Beverly K
authors.initials: BK
authors.lastname: Miller
authors.forename: Shane
authors.initials: S
authors.lastname: Eoff
authors.forename: James
authors.initials: J
authors.lastname: Graham
authors.forename: Mary E
authors.initials: ME
authors.lastname: Aitken
mesh_terms: D000056:Accident Prevention / Q000379:methods*; D000063:Accidents, Traffic / Q000517:prevention & control*; D000293:Adolescent; D000328:Adult; D001334:Automobile Driving / Q000193:education*; D002648:Child; D003258:Consumer Behavior; D005260:Female; D017144:Focus Groups; D006266:Health Education / Q000379:methods*; D006801:Humans; D008297:Male; D008402:Mass Media; D015541:Off-Road Motor Vehicles; D036301:Qualitative Research; D012449:Safety; D055815:Young Adult
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