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Home Safety Literacy Project


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Title: Home Safety Literacy Project

Home Safety Literacy Project
  • Angela D. Mickalide, Ph.D, CHES
  • Director of Education and Outreach, Home Safety
  • National Prevention Summit
  • Washington, DC
  • October 27, 2006

Home Safety Council
  • The Home Safety Council (HSC) is the only
    national non-profit organization solely dedicated
    to preventing home related injuries that result
    in nearly 20,000 deaths and 21 million medical
    visits on average each year. Through national
    programs, partnerships and the support of
    volunteers, HSC educates people of all ages to be
    safer in and around their homes.

Research Foundations
Home Safety Research
Conducted the largest and most comprehensive
study of injuries at home the State of Home
Safety in America
  • Each year, preventable injuries in the home
  • Result in nearly 20,000 deaths
  • Cause nearly 21 million medical visits
  • Are the fifth leading cause of death overall
  • Are 2.5 times more likely to cause injury than
    car crashes
  • Cost our nation up to 380 billion
  • Cost employers up to 38 billion
  • Commissioned by the Home Safety Council and
    conducted by the
  • University of North Carolinas Injury and
    Prevention Research
  • Center

Home Safety Research
State of Home Safety in America
  • Leading causes of home injury death
  • Falls
  • Poisoning
  • Fires / Burns
  • Choking
  • Drowning

Community Outreach
The Great Safety Adventure
  • The Great Safety Adventure (GSA) is in its
    eighth year of teaching the importance of home
    safety to children across the nation. The program
    has reached nearly one million participants!

GSA continues to be a favorite among elementary
schools and Lowes stores.
GSA Highlights
  • 2006
  • 2006 YTD attendance 61,325
  • 25 classes taught in Spanish
  • 188 events in 16 markets
  • 120 elementary school visits
  • 42 Lowes store events
  • 26 special event days
  • 16.46 million media impressions
  • 1,762 media placements
  • 698 Spanish media placements
  • 2005
  • 2005 attendance 139,169
  • 58 classes taught in Spanish
  • 362 events in 32 markets
  • 179 elementary school visits
  • 77 Lowes store visits
  • 104 special event days
  • 41.5 million media impressions
  • 1,327 media placements
  • 367 Spanish media placements


Youth Safety Outreach
Great Safety Adventure Curriculum Kit Includes
the Code Red Rover video along with printed
safety materials for schools and communities
where the Great Safety Adventure was requested
but unable to visit. Reach 1,880 schools and/or
public health departments reaching 101,000
Youth Safety Outreach
2005 Safety Ranger Program Safety Rangers Say No
to Dangers and Code Red Rover, Grownup Come
Over and video. Addresses the top five home
injury risks for children falls, fires/burns,
poisonings, choking/suffocation and drowning.
Reach 131,223 teachers (print) and 95,000
teachers and parents (video)
Youth Safety Outreach
2006 Safety Ranger Program Disaster Preparedness
Outreach "Get Ready with Freddie" poster guide
focuses on creating an emergency preparedness
plan and Ready-to-Go and Ready-to-Stay kits.
Reach 65,000 3rd and 4th grade teachers and
3,700 Expert Network members (6.7 million
people) Impact 50 of teachers reported that
their students made changes in family readiness
Youth Safety Outreach
2006 Safety Ranger Program Disaster Preparedness
Outreach NEW 8-page Get Ready with Freddie
activity book and video sent in August 2006 to
schools which did not receive the January 2006
poster guide. Reach 13,000 3rd 4th grade
teachers (1.4 million people) Operation Freddie
fund-raising underway to deliver program to every
school in the United States in January 2007.
Youth Safety Outreach
2006 Disaster Preparedness Program Lowes Store
Outreach Initiative HSC distributed 64,000 copies
of the Get Ready with Freddie DVD through
Lowes Build and Grow clinics on Saturday,
October 7, 2006.

Safe Steps Falls Prevention Program
  • Falls are the 1 cause of home injury deaths,
    especially for adults 65.
  • Promotes home modifications, medication tracking
    and physical activity
  • Includes an educational video, wall poster and
    falls prevention activities
  • Three-year study to evaluate effectiveness being
    conducted by UNC through CDC grant
  • Reach 11,000 older adult activity

Home Safety Literacy Project
What Is Literacy?
  • Using printed and written information to
    function in society, to achieve ones goals, and
    to develop ones knowledge and potential.
  • --National Assessment of Adult Literacy

Why Does Health Literacy Matter?
  • Studies that have investigated the issue
    report that limited literacy skills are a
    stronger predictor of an individual's health
    status than age, income, employment status,
    education level, and racial or ethnic group.
  • Partnership for Clear Health Communications

  • Adults with low literacy are considered at
    high-risk from fires as a result of several
    factors, including
  • Their inability to read and understand current
    English-language community safety messages
  • Inability to read or comprehend product
    information, including instructions for using
    smoke alarms
  • Most of the fire safety material in use by fire
    departments nationally are written at the
  • 6th-11th grade reading level

National Assessment of Adult Literacy (NAAL)
  • Conducted by U.S. Department of Education,
    National Center for Educational Statistics
  • Released December 2005
  • Interviewed 19,714 participants ages 16 or older
    in homes and prisons across the United States

The Three Literacy Scales
  • Prose literacy understanding continuous text
    arranged in sentences and paragraphs (e.g., news
    stories, brochures)
  • Document literacy comprehending noncontinuous
    text in various formats (e.g., job applications,
    payroll forms, bus schedules, maps, tables, food
    and drug labels)
  • Quantitative literacy identifying and
    performing computations (e.g., checkbooks, order
    forms, interest
  • on loans)

Literacy Levels Described
  • Below basicranges from being nonliterate in
    English to being able to do only the most simple
    and concrete tasks such as signing a form, adding
    the amounts on a bank deposit slip, or reading a
    short text to find out what a patent is allowed
    to drink before a medical test.
  • Basicability to perform simple and everyday
    literacy activities such as using a TV guide to
    find out what programs are on at a specific time,
    comparing the ticket prices for two events,
    searching a pamphlet for prospective jurors to
    find out how people were selected for the jury
  • Intermediateability to perform moderately
    challenging literacy activities such as
    identifying a specific location on a map,
    consulting reference materials to determine which
    foods contain a particular vitamin, or
    calculating the total cost of ordering specific
    office supplies from a catalog
  • Proficientability to perform more complex and
    challenging literacy
  • activities such as comparing viewpoints in two
  • interpreting a table about blood pressure, age,
    and physical
  • activity and computing and comparing the cost
    per ounce
  • of food items

Key Findings
  • 14 of the population (30 million adults)
    function at the lowest or Below Basic level on
    prose tasks
  • 29 of the population (63 million adults)
    function at the second or Basic level on prose
  • 55 of the population (118 million adults) have
    only Basic or Below Basic quantitative skills

Risk Factors for Limited Literacy
  • Low income
  • Unemployed
  • Elderly
  • Did not finish high school
  • Minority ethnic group
  • Recent immigrant to United States who does
  • not speak English
  • Born in the United States but English is
  • second language

Adult Safety Outreach
2005-2006 Home Safety Literacy Project HSC has
established partnerships with ProLiteracy
Worldwide and Oklahoma State Universitys Fire
Protection Publications to research and develop
new easy-to-read fire safety and disaster
preparedness information for adults enrolled in
literacy programs. Reach 9,000 (Phase I) and
15,000 (Phase II) adult literacy teachers and
Expert Network members
Home Safety Literacy Project Objectives
  • Provide high-quality, tested fire education
  • Provide deliberate and effective outreach
  • Pair fire and literacy experts at the community
  • Ensure little or no impact on fire service or
    literacy provider budget or staffing

Pilot Tests
  • Seven urban and rural areas of the U.S. conducted
    a pilot test of the Home Safety Literacy Project
  • San Bernardino, CA
  • Washington, DC
  • Palm Beach, FL
  • Montgomery County, MD
  • Poteau, OK
  • Philadelphia, PA
  • Plano, TX

Formative Evaluation Results
  • Literacy providers and fire service members from
    the seven pilot sites were trained in 2004 to
    implement and evaluate the projects
    instructional approach and specialized materials
  • Results from pilot test were evaluated through an
    independent formative evaluation process
    immediately following the conclusion of the
    pilot/field test.
  • Conclusion focus on a few key messages and
    develop different materials for various reading

Home Safety Literacy Project Kit
HSLP Components
  • Overview video and computer slide show
  • Pictographs
  • Readers 2 levels
  • Tabloid, News for You
  • Posters
  • Tearpads
  • Pencils
  • Community Leaders Guide
  • Literacy Teachers Users Manual

Key Messages
  • Installing and maintaining smoke alarms
  • Creating and practicing a home fire escape plan
  • Developing a communications plan for disasters
  • Assembling Ready-to-Go and Ready-to-Stay kits

  • Fire Safety Teaching Aids
  • Technically accurate
  • Meet national literacy standards
  • Highly Illustrated
  • Easy to read
  • Meet stringent national fire safety standards
  • Content includes
  • Home fire safety skills
  • How to apply key fire protection measures in the
  • Installing and maintaining adequate smoke alarm
  • Emergency escape preparedness

Summative Evaluation Sites
  • Fifteen urban and rural areas of the U.S. were
    selected to help the Home Safety Council conduct
    a summative evaluation of the Home Safety
    Literacy Project. An additional 15 communities
    served as control sites. Experimental sites
  • Camp Verde, AZ
  • Dekalb County, GA
  • Wabash County, IN
  • Columbus, MS
  • Tunica, MS
  • Hickory, NC
  • Wilson, NC
  • Rochester, NY
  • Lima, OH
  • Chambersburg, PA
  • Westerly, RI
  • College Station, TX
  • Prince William County, VA
  • Tacoma, WA
  • Jamesville, WI

Summative Evaluation Results
  • Adult students who participated in the Home
    Safety Literacy Project learned more fire safety
    messages than adult students who did not
    participate in the project.
  • A greater number and percent of adult students
    who participated in the Home Safety Literacy
    Project had smoke alarms installed in their homes
    than adult students who did not participate in
    the project.
  • A greater number and percent of adult students
  • participated in the Home Safety Literacy
    Project created
  • fire escape plans for their homes than
    adult students who
  • did not participate in the project.

Fire Department Challenges
  • Overcoming student reluctance to have
    firefighters come into their homes,
  • Communicating with non-English speaking
  • Developing a schedule to install smoke alarms in
    the homes of adult students within the timeframe
    of a firefighters work week, and
  • Targeting an adult student population who
    actually needs smoke alarms installed in
  • their homes.

Adult Safety Outreach
  • 2006-2007 Reaching Those Who Teach Project
  • HSC received 1 million from the DHS/FEMA for a
    third year of funding. Key components
  • Survey of fire safety education in partnership
    with Johns Hopkins School of Public Health
  • New fire safety materials for preschoolers,
    elementary school students, middle schoolers, and
    older adults through Weekly Reader
  • Best practices in fire safety education
    conference in Washington, DC, January 10-12, 2007

Home Safety Month 2006
  • Salute to Home Safety Awards Dinner
  • Media 140 million impressions
  • Materials 30,000 via e-store, Expert Network,
    corporations, safety groups
  • Theme Hands on Home Safety
  • Sub-theme Light it up, lock it up, test it
  • Omnibus poll older adult safety by HarrisSafe
    Haven report
  • Web activity 185 increase over 2005
  • Webinar 80 participants

The Expert Network
  • HSC established the Expert Network to provide
    fire and life safety educators with reliable and
    effective home safety teaching tools.
  • Nearly 4,000 members 90 from local fire
  • Additional educators include nurses, public
    health educators, literacy teachers and community
    safety advocates.

Public Policy Initiatives
  • Introduce and support health and safety
    legislation Keeping Seniors Safe from Falls Act
    of 2006 with requested annual funding of 35
  • Increase HSCs visibility on Capitol Hill and
    acknowledge Congressional support for HSCs
    mission Leadership awards to Senators Burr and
    Specter and Representatives Davis and Andrews

Public Policy Initiatives
  • Partner with federal and non-governmental
    agencies Affiliation with DHSs Citizen Corps
    which reaches 72 of the US population
  • Secure funding - 50,000 earmark for development
    of GSA curriculum kit through CDC
  • Participate in targeted coalition efforts
    Campaign for Public Health (495) and Falls Free
    Coalition (65)

Recent and Upcoming Safety Observances
  • Home Security Week (July)
  • Garage Safety Week (August)
  • Falls Safety Month (September)
  • National Preparedness Month (September)
  • Fire Safety Month (October)
  • Ladder Safety Week (November)

2006 Awards for Home Safety Council
  • Two Silver Anvil Awards from the Public Relations
    Society of America (Home Safety Month 2005 and
    BRGs year-round media efforts)
  • Institute for Health Literacy Award for
    Innovative Health Literacy Program (Home Safety
    Literacy Project)
  • DC Chapter of the American Marketing Association
    (Great Safety Adventure)
  • CFSI/Motorola Mason Lankford Fire Service
    Leadership Award (Meri-K Appy)
  • Sprinkler Advocate of the Year (Meri-K Appy)

Additional Information
Please contact Angela Mickalide, Ph.D.,
CHES Director of Education and Outreach Home
Safety Council 1250 Eye St., NW, Ste.
1000 Washington, DC 20005 202-330-4907 Angela.mick
alide_at_homesafetycouncil.org www.homesafetycouncil.
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