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Stanford's B-HIP Promotion
An Abstract

Summary: This abstract describes Stanford's education-based helmet promotion program.

A University Hospital Ed-Based Bicycle Helmet Promotion: B-HIP: The Stanford Hospital Bicycle Helmet Intervention Program

Ricardo Martinez, Bradley A. Zlotnick, National Highway Traffic Safety Administration (NHTSA), Washington, D.C.; and Stanford University/Kaiser Permanente Emergency Medicine Residency Program, Stanford, California.

Bicycle-related injuries and low rates of bicycle helmet use were identified as problems in a large urban university campus community. Extant helmet studies focus on pediatric, adult, and non-U.S. populations. This university hospital ED-based bicycle helmet and safety promotion targeted a campus where student helmet use was reported as low as 2%.

B-HIP campaign focused on changing roles of ED health care providers, including physicians, nurses, and out-of-hospital personnel, to be leaders in community outreach, bedside counseling, and special projects. Medical center injury prevention curricula and a new emergency medicine residency were built on to solicit for commitment and intent from a comprehensive list of identifiable potential participants and self-interested parties.

B-HIP evolved a university-wide coalition for a "win- win" situation among key stakeholders to raise awareness, provide access to helmets, and promote ongoing safe riding behaviors. Enthusiastic response required division into working groups organized by interest and service area. Members included ED and out-of-hospital providers, two hospitals, students, helmet manufacturers, bike shops, the media, campus public safety, public relations, athletic, and transportation offices.

Time- and task-specific assignments facilitated "buy-in" to physically and fiscally realizable objectives. Using existing or planned programs or events and in-kind services maximized resources. Barriers to coalition-building, financing, helmet distribution, and maintaining project focus are discussed.

A month-long promotion and events series brought involvement from beyond campus, with solicitation of the ED as a center of expertise for the broader community bicycle and helmet programs. Access to helmets on campus greatly increased through discount pricing, with over 2,500 helmets sold and increased helmet use observed.