Don't be a flamin' fool: effectiveness of an adult burn prevention media campaign in two regions in Queensland, Australia--an interventional study.
BACKGROUND
Major burn injuries cause devastating physical and psychosocial morbidity, combined with significant health care and community costs. The aim of this study was to evaluate the effectiveness of a targeted burn prevention message on burn safety knowledge and behavior.


METHODS
An 11-year retrospective review of patients admitted to an adult tertiary burn center identified flammable liquid burn injuries in males older than 15 years as 23% of admissions and the most common preventable injury. Burn safety knowledge and experience were measured in a single-blinded, controlled, restricted (male, >15 years), interventional, (therapeutic) prevention study using a total of 2,053 computer-assisted telephone interviews in an intervention region (IR) and control region. A two-week multimedia campaign with the theme "Don't Be a Flamin' Fool" was delivered in the IR.


RESULTS
The preintervention survey revealed that 13% (218 of 1,637) reported having previously had a gasoline (petrol) burn. Following the intervention, there was a higher percentage of respondents in the IR that had seen or heard a burn prevention message in the previous 3 months (51% vs. 10%; p < 0.001) and perceived that gasoline was a danger when used to start a fire (97% vs. 91%; p = 0.001), that any volume of gasoline was unsafe (85% vs. 65%; p < 0.001), and that gasoline can explode (96% vs. 92%; p = 0.001). Awareness and memory reverted to preintervention levels at 12 months. Eighty-three percent of respondents (100 of 120) who had seen the "Flamin' Fool" campaign thought it was effective in getting its message across.


CONCLUSIONS
This collaborative study found that a media prevention message had a significant impact on burn safety knowledge, which diminished over time.
Professor Stuart Pegg Adult Burn Centre, Royal Brisbane and Women's Hospital, Brisbane, Australia. Michael_Muller@health.qld.gov.au
Michael J
MJ
Muller
Joel M
JM
Dulhunty
Jennifer D
JD
Paratz
John M
JM
Harrison
Bruce R
BR
Redman
D002056:Burns / Q000453:epidemiology / Q000517:prevention & control*; D016009:Chi-Square Distribution; D005648:Fuel Oils; D007722:Health Knowledge, Attitudes, Practice; D006293:Health Promotion / Q000379:methods / Q000592:standards; D006801:Humans; D008297:Male; D008402:Mass Media; D008875:Middle Aged; D015397:Program Evaluation; D011793:Queensland / Q000453:epidemiology; D012189:Retrospective Studies; D016037:Single-Blind Method
D005648:Fuel Oils