Model development of helmet use promotion among child Motorcycle passengers by applying the social marketing By Khajornsak Janpanit, THAILAND

1. MODEL DEVELOPMENT
OF HELMET USE PROMOTION
AMONG CHILD MOTORCYCLE PASSENGERS
APPLYING THE SOCIAL MARKETING
Logo
Dr. Khajornsak Janpanich
Injury Prevention Unit
Department of Disease Control

2. The percentage of vehicle road accident.
helmet use in Thailand
Urban Rural

3. 98.42% not helmet
1.58% Helmet
27.40% Highest head injuries.

4. Research problem
• How to
promotions
helmet use
in child
motorcycle
passengers?
Model Development
of Helmet Use
Promotion among
Child Motorcycle
Passengers Applying
the Social Marketing
Social Marketing

5. The process of research (R & D)
Evaluation
Experimental
Program design
Social marketing guide of Philip Kotler and Nancy R. Lee (2011)
Study of Need Assessment and Environments marketing

6. Target group
1. 501 parents
2. 501 students
3. local government officers
Hua Samrong subdistrict
Plaengyao District
Chachoengsao Province
In 2 elementary schools
And 2 pre-elementary school

7. Study of Need
Assessment
Survey, Questionnaire
and Focus group
- Noting child wearing helmet
- 80.1% of children without
helmet
- Buy difficult and expensive.
- Recognition helmet little
children (62.8% never)

8. Program design

9. Program design

10. Program for promotion child helmet
Product
Price
placePromotion
Evaluation
helmet supply
Send
thoroughly
helmet
Communication
Channels
Motivation
helmet use
feedback
Parents
child

11. Implementation partner
Parents
child
Government
agencies
Local
Government
school

12. Activities

14. Media Production

15. helmet motivation

16. participation of student

17. Result

18. Result

19. Evaluation
• Evaluation on Health Belief Model
• student and parents on dependent t-test was
significant
– perceived risk and severity of injury caused by
Road Traffic accident
– perceived benefits and barriers of wearing helmet
– health motivation
– information on helmet use among children.

20. Conclusion
• the social marketing more widely effective on
motivating and fulfilling the needs or solve the
problems of wearing helmets to achieve
behavioral change by applying marketing mix
(4P's) based on
• helmet demand (Product),
• the value of helmet(price),
• locations reaching target group(Place)
• public relations, information, knowledge and
motivating to use Continuous.(Promotion)

21. Thank you for attention