Communities Come Together for Statewide Campaign to Protect Children Headed Back to School

08/10/09

INDIANAPOLIS - The state of Indiana is embracing the Kids dart. Drive smart.child safety campaign! This year, Riley Hospital for Children is partnering with Kohl's, AAA Hoosier Motor Club, the Indiana Transportation Museum, 16 hospitals and referring physicians statewide in the unique, popular grassroots campaign designed to remind adults to slow down, stay alert and remain focused while driving, now that children are heading back to school. This is especially important because 'back-to-school' season results in a significant increase in the number of children injured as pedestrians or bicyclists, of which there are several factors that may contribute to this increase:

Distractions

• When children walk or ride to school, they often become distracted as they socialize with friends, think about the school day and get used to new routines.
• While driving, teens and adults can become distracted due to texting and/or talking on a cell phone, putting on makeup, eating, smoking, reading, writing or even picking something up from the floor or between the seats.

After School Activities

• After school, children may dash outside to enjoy the warm weather and remaining sunlight.

Increased Traffic

• During the school day, there is more traffic in and around schools as children walk or ride bikes, adults drive in the area to drop off their children or go to work, and buses transport children.

To help keep kids safe, Riley Hospital and its partners are making Kids dart. Drive smart. yard signs available at no cost, while supplies last, for neighborhoods, schools, churches, businesses and homes in an effort to engage the community, raise awareness and significantly reduce child pedestrian injuries. This year, over 40,000 yard signs will be distributed at more than 70 locations in 25 cities statewide. Signs will also be available for pick-up in Marshall, Illinois. For a comprehensive list of pick-up locations please visit www.KidsDart.org.

Kids Dart yard signs feature children running and playing as a reminder that it is often difficult for children to accurately judge the distance of an approaching vehicle, and that kids may dart from between parked cars while playing.

"The entire community plays an important role in decreasing child pedestrian injuries. Since we have started the Kids Dart campaign, we have placed signage in some of our most dangerous pedestrian areas, as well as locations where children typically play," said Joseph O'Neil, MD, MPH, developmental pediatrician, Riley Hospital for Children and associate professor of pediatrics, Indiana University School of Medicine. "This program helps all of us to be more aware and attentive for our children."

This year's Kids dart. Drive smart. campaign also aims to educate the community about distracted driving, including talking and/or texting on a cell phone while driving.

Driver distractions or inattentive driving plays a part in one out of every four motor vehicle crashes. According to the Automobile Association of America, every two seconds you take your eyes off the road, the chances of having an accident double. Handouts and bookmarks are available discussing the dangers of distracted driving and will also supply parents with a list (and meaning) of the top 30 texting acronyms and codes to help parents understand what their children are saying.

In 2007, more than 42,000 children were injured as pedestrians in the United States. From 1999-2006, Clarian hospitals, including Riley Hospital for Children, treated 733 children aged 17 and younger for pedestrian injuries. As seen nationally, more males (58 percent) were treated for pedestrian injuries than females. Nationally, children age 5-9 years sustain the highest percentage of injuries. At Clarian, however, 10-14 year olds (30 percent) sustained the highest percentage of injuries.

"We hope that seeing Kids Dart signs across the state will get everyone thinking about the role we all play in preventing child pedestrian injuries," continued Dr. O'Neil.

During the inaugural campaign in 2007, more than 5,000 Kids Dart yard signs were distributed in the Indianapolis area, with demand exceeding supply. In 2008, Riley Hospital expanded the campaign by engaging hospital partners in eight Indiana cities and distributed almost 19,000 signs.

The Kids dart. Drive smart. campaign is a unique call to change to combat a serious problem and keep Indiana children safe. To find yard sign pick-up locations, printable tips on child pedestrian safety and distracted driving, or other ways to get involved, please visit www.KidsDart.org or visit the Kids Dart group page on Facebook®.

About Riley Hospital for Children - As one of the nation's leading pediatric hospitals and Indiana's first and only comprehensive hospital dedicated exclusively to the care of children, Riley Hospital for Children, a part of Clarian Health, has provided compassionate care, support and comfort to children and their families for 85 years. Each year, Riley Hospital and Riley Hospital at Clarian North serve over 215,000 inpatients and outpatients from across Indiana, the nation and the world. Riley Hospital's partnership with Clarian Health, and its strong affiliation with the Indiana University School of Medicine, makes it the only comprehensive clinical resource for Indiana's children and the premiere source for health-related information for their parents. From simple care associated with the health and wellness of children and less complex specialty care to the most critically-ill and medically complex cases, Riley Hospital for Children is a national leader. Clarian Health operates the Methodist Hospital, Indiana University Hospital and Riley Hospital for Children campuses as a single hospital under Indiana law. Visit www.rileyhospital.org for more information.

For more information contact Margie Smith-Simmons at 317-962-4085.