Issue 61, June 2013 - Safekids

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June 2013 Issue No 61
NEWS
Safekids – a service of Starship Children’s Health
JETSTAR, SAFEKIDS -
PARTNERS ON SCOOTER
SAFETY, Page 4
New Child Restraint Law,
Scooters highlighted at
Christchurch Workshop,
Page 3
‘Long Short Walk’ highlights
child pedestrian dangers
Pages 5, 8 and 9
ADVOCACY MATTERS
New car restraint law for primary
school children: Minimalist, Out of
Keeping with comparable countries
Household Commodity
Packaging–Domestic
Danger, Page 11
PLUS: Housing New Zealand campaign update on driveway run over, p3;
Why public health programmes should be evaluated, p11; Creative Quest,
community events and more!

MESSAGE FROM THE DIRECTOR
Building bridges for children
Building bridges—or creating and nurturing partnerships is an
essential part of Safekids New Zealand’s child injury prevention
work. In this edition of Safekids News, we would like to welcome
our new child safety allies.
Jetstar announced last month that Safekids is the fifth recipient
of it Flying Start Programme grant (page 4). Safety is a focus we
share with Jetstar, and together we hope to deliver a scooter
programme that will help reduce high scooter injury rates.
FedEx and communities across the country also joined us as
we celebrate the United Nations Global Road Safety Week, with
Long Short Walks for pedestrian safety held across the country
in May (pages 5, 8-9).
We are also pleased with Housing New Zealand’s progress on its
driveway run over-focused landscaping project. 12,759 homes
are expected to benefit from this, and we are thrilled to be part
of their campaign.
And finally at the Safekids Campaign Workshop for 2013 in
Christchurch (page 3), it was great to see a lot of new faces and
our loyal community partners. The level of commitment to injury
prevention as the city and the region rebuilds is wonderful.
There are five more community workshops in 2013 (page3).
The Safekids New Zealand team with children and staff from the Aro
Arataki Children’s Centre in Greenlane doing a Long Short Walk for
pedestrian safety.
I hope you will join us as we continue our work to promote child
injury prevention.
Ann Weaver
Director, Safekids New Zealand
Congratulations Dr Coggan!
Safekids congratulates Dr Carolyn Coggan
who has been made a Member of the New
Zealand Order of Merit for services to health.
Dr Coggan is the Director of Safe Communities
Foundation NZ, and has been involved in
the establishment of the inaugural Injury
Prevention Network in 1999. She has also
been a key member of numerous health and safety initiatives. Dr
Coggan was awarded Sweden's Karolinski Institute International
Career Development Award in 2008 as well as the Te Manaia
Leadership Award for Community Safety in 2008.
Safekids News is Safekids NZ’s quarterly publication.
For enquiries, contact the editor at anthony.rola@adhb.govt.nz.
Safekids News encourages discussion within the injury prevention
community. Opinion articles or articles with bylines reflect the
views of the author, and do not necessarily reflect the views of
Safekids New Zealand
About Safekids New Zealand
Safekids New Zealand is the injury prevention service of Starship
Children’s Health and a member of Safe Kids Worldwide. Our
mission is to reduce the incidence and severity of unintentional
injuries to children in New Zealand aged 0 - 14 years.
KidSafe twins!
These super-cute twins are Milan Sharat and Anjali Anita.
Congratulations to mum Eloise Pollard (Kidsafe Taranaki)
and dad Murali, and thanks for sending us the photo.
Safekids NZ Team
Ann Weaver, Director
Anthony Rola, Marketing and Communications
Chantal Woodfine, Partnerships Manager
Gervaise Ledger, Team Support
Joanna Milne, PA to the Director
Moses 'Alatini, Policy Analyst
Patricia Bolton, Policy Analyst
Simone Randle, Injury Prevention Advisor
Victoria Jarvis, Coalition Coordinator
Wayne Carter, Information Specialist
A Service Of
Make a difference
Safekids New Zealand encourages the involvement of government,
community, industry, decision makers and families in child safety. If
you would like to know more about us, wish to advocate on behalf
of children in your community, or partner in a programme with us,
contact us at:
COVER: The St. Mary’s School (Ellerslie)
Long Short Walk with the Safekids New
Zealand team and TVNZ’ Breakfast crew.
See page 5 for story
Safekids New Zealand
PO Box 26488, Epsom, Auckland 1344, New Zealand.
Telephone: +64-9 630 9955
Fax: +64-9-630 9961
www.safekids.org.nz
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Safekids News: June 2013 Issue No 61

INJURY PREVENTION NEWS
NEW CHILD RESTRAINT LAW, SCOOTERS HIGHLIGHTED
AT SAFEKIDS CHRISTCHURCH WORKSHOP
The new child restraint law and rise in scooter-related injuries were the hot
topics during the opening leg of the 2013 Safekids Information & Planning
Day workshop series held recently in Christchurch.
51 attendees from the council, Police,
early childhood education, schools, out of
school programmes, parent education, Age
Concern, Plunket, health, ACC, community
and family services packed Fendalton
Service Centre.
Booster seats dominated the discussions.
“Many raised issues about challenges
parents and caregivers will face once the
new child restraint law is in place, how
these can be overcome, and what Safekids
resources are available to them,” said
Safekids Injury Prevention Advisor and
workshop facilitator Simone Randle.
The sharp rise in scooter-related injuries
was also a revelation to attendees.
‘Hopefully this will lead to more scooter
safety-related initiatives.” Simone said.
The Safekids Driveway Run Over
Awareness Kit was also a hit. “Attendees
meet with kit coordinators and shared
information on how they can access it,”
she added.
Overall the workshop was a success.
“Aside from the great discussions, we were
really impressed with the diversity of skills
and a willingness to share expertise among
attendees.”
“Special thanks to Christchurch City
Council, specifically to Community Safety,
Injury and Harm Advisor Allison Houston for
helping us plan the day,” Simone added.
2013 Safekids Workshop
Schedule
Four more child injury prevention
workshops are scheduled this year:
• Porirua, 11 June: Focus on
skateboards and scooters, passenger
safety, driveway safety and falls.
• Hamilton, 5 July: Focus on
skateboards and scooters, passenger
safety, burns prevention and falls.
• Auckland, 9 July: Focus on
skateboards and scooters, passenger
safety, road traffic injuries in the
Auckland Region, standards and
product safety, Swimming Pool
Fencing Act
• Northland, 24 July: driveway safety,
passenger safety, falls and helmets
A certificate of attendance will be
given to workshop attendees. For more
information or to book a seat, visit/
email:
www.safekids.org.nz/index.php/page/
Workshops
VictoriaJ@adhb.govt.nz
First batch of driveway safety inspections
at state houses nearly complete
At this Hamilton
property speed
humps and a row of
rubber wheelstops
were installed to
improve pedestrian
and driveway safety.
At Papakura a fence
is installed in this
home to separate the
play area from the
driveway.
Housing New Zealand Corporation (HNZC)
is on track to have inspected the driveway
safety of all of its state houses where there
are children below five years old by the end
of June.
There are less than 1,000 houses
left to inspect out of the 12,594
houses identified. Of this total,
7,000 are in Auckland and
approximately 300 community
group houses with children
in residence have also been
inspected.
HNZC has committed ongoing
funding to the driveway safety
programme to support work being
done by Safekids. Depending
on the type of property, they are
delivering a range of interventions
to make driveways safer for children. These
include installing fencing, gates, speed
restriction signs, speed humps and convex
mirrors on blind corners.
“Our first priority is to make improvements
to those properties with children aged 18
months to two years, as these ages have
been identified as most at risk from being
run over,” says HNZC Project Manager
Owen Blackburn.
HNZ has been working with Safekids New
Zealand to address the key risk factors
associated with driveway runover injuries
as described in the Safekids position
paper Child Driveway Run Over Injuries.
Downloaded this paper at:
www.safekids.org.nz/index.php/page/
Position_Papers
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Safekids News: June 2013 Issue No 61

INJURY PREVENTION NEWS
JETSTAR, SAFEKIDS – PARTNERS ON SCOOTER SAFETY
Jetstar in May announced that Safekids New Zealand is the recipient of the airline’s fifth
Flying Start Programme grant. Safekids is using the grant (made up of $15,000 cash and
$15,000 worth of flights) to promote scooter safety at schools.
Ann Weaver, Director of Safekids, said it’s
wonderful to see kids getting active with
their scooters.
“It is also important for children, parents
and schools to take simple but important
steps to help avoid serious injuries,
including requiring safety helmets when
scootering to and from school,” she said.
David Hall, Jetstar Australia & New
Zealand CEO, said the airline appreciated
the holistic approach Safekids is taking to
help raise safety awareness.
“The Flying Start judging panel was really
impressed with all the great initiatives
Safekids undertakes and we’re thrilled
to be supporting such a worthy cause.
Safety is always the
number one priority at
Jetstar and Safekids
does a wonderful
job promoting child safety every day,
everywhere for everyone in New Zealand.”
Mr Hall said.
Jetstar Captain Richard Falkner and rugby league legend Steve Price joined Jetstar
and Safekids at the Flying Start grant announcement at Vauxhall Primary School in
Devonport. Thank you Principal Gary Lawrence for helping us organise the day.
BRENT BRADLEY: Scooter Safety and Helmet Champion
Brent Bradley is a very lucky boy to escape permanent brain injury.
The 9-year-old fell off his scooter and
landed on his head. Parents Conan and
Leisje rushed him to Starship Hospital
where a 10cm round piece of Brent’s skull
was removed.
Brent has done well to recover from his
injuries, but has ongoing visits with brain
injury specialists to make sure he gets
better.
It’s been a hard journey for the whole
family, and has turned them into ‘no
helmet, no scooter’ champions.
And Brent is the number 1 advocate for
safety helmets. “I still see a lot of kids
going to school without helmets and I
have shown them the [scar] picture on my
iPod so they can see what can happen.”
Unfortunately Brent’s story is becoming
increasingly common. According to
Safekids New Zealand’s Position Paper
Child Skateboard and Scooter Injury
Prevention, the rise in popularity of
scootering has been coupled with a
marked increase in scooter-related injury.
This position paper presents New Zealand
data and international research on
skateboard and scooterrelated
injury, and
relevant NZ legislation,
safety standards and
effective interventions to
reduce injury.
To download the
Child Skateboard
and Scooter Injury
Prevention position
paper, visit:
www.safekids.org.nz/
index.php/page/Position_
Papers
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Safekids News: December June 2013 2012 Issue Issue No 61No 59

UN GLOBAL ROAD SAFETY WEEK
Walk highlights
child pedestrian dangers
Safekids New Zealand, together with communities and partners around
the country, took to the streets to advocate for child pedestrian safety by
doing ‘Long Short Walks’ during Road Safety Week (6-12 May).
The Long Short Walk is a UN and WHO
supported initiative that called for
communities around the world to organise
the walks. Safekids Long Short Walks were
held in Whangarei, Auckland, Tokoroa,
Hamilton, Rotorua, Taupo, Whanganui,
Wairoa, Christchurch and Invercargill.
In Auckland, Safekids and St. Mary’s
Catholic School in Ellerslie staged what
could be Auckland’s largest walking school
bus event this year—over 40 children and
parents walking together to school.
Breakfast TV, the country’s top morning TV
show was on hand to cover the event.
“The short term goal of the Long Short
Walk was to prevent even a single
pedestrian fatality during the week” said
Ann Weaver, director of Safekids New
Zealand.
According to the UN and the World Health
Organisation (WHO), more than 5,000
pedestrians are killed on the world’s
roads each week. Many of those killed are
children walking to and from schools. In
New Zealand, an average of eight child
pedestrians die every year, and a further
107 children are injured severely enough to
be hospitalised.
“The long term goal is to advocate
for the right of all children to be safe
pedestrians. Hopefully our actions will urge
governments around the world to make
greater investment in safe footpaths, cycleways
and crossing points, and on streets
with lower speed limits, especially around
schools,” Ann added.
Thank you for supporting the Long Short Walk!
Thanks to FedEx and Safe Kids Worldwide for sponsoring the
Safekids New Zealand Long Short Walks.
Thanks also to SOAR Print for the signboards.
Read about other Long Short Walk events held across the country on
pages 8 and 9. View photos of walks in NZ and around the world here:
www.flickr.com/groups/longshortwalk
TOKOROA: Keeping rural kids safe
A Long Short Walk led by Tokoroa
Police Constable Louise Samuel with
30 students and staff from David Henry
Primary School highlighted the dangers
children experience every time they
walk to school.
Maraetai Road is a busy road, and it's
common to see logging trucks, tankers
and heavy traffic especially around the
school drop off and pickup times.
Tokoroa Council of Social Services’
Megan Atkins said the community
is aware of this issue, and is coming
together to discuss possible
solutions.
“We’d love to see better visibility
at crossings, lower speeds where
necessary, traffic calming measures,
and more road and pedestrian safety
education for children and adults,”
Megan said.
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Safekids News: June 2013 Issue No 61

ADVOCACY MATTERS
New car restraint law for primary school children:
'MINIMALIST, OUT OF KEEPING WITH LEGISLATION IN
COMPARABLE COUNTRIES'
By Dr. Elizabeth Segedin
Best practice. Primary school aged
children should travel in the rear seat
in a booster until they are 148cm tall.
The New Zealand Government has recently
announced an improvement in the law covering the
restraint of children when they travel as passengers
in cars, requiring restraint in a size appropriate
device until the 7th birthday.
While this is a welcome change from the 5th birthday, it is still
minimalist and out of keeping with legislation in comparable
countries. Most importantly this legislation is still not giving
Kiwi parents the full facts about keeping their children safe as a
passenger.
There are 2 key components of height. Firstly, the sitting height,
which is the height from the seat base to the shoulder anchor
point. Can the child sit up high enough so that the shoulder
portion of the belt passes over the mid point of the bony shoulder
and sternum (breast bone) and not over the neck?
The science behind
the way children need
to be restrained in cars
is actually pretty simple,
logical and not based on
age or weight.
The determinant of
restraint mechanism is
HEIGHT.
Secondly, the length of
the thighs from the back
of the knee to the seat
back in relation to the
depth of the seat in the
car. Can the child sit up
straight with the knees
bent comfortably over the
seat edge and have the lap
portion of the belt lie low
over the hips and anchor
over the strong bony pelvic
and hip bones?
In order to sit up straight
for the first requirement, the child needs to be able to have their
backside right against the seat back and still have their knees bent
over the seat edge.
If these dimensions are not sufficient, the child slouches back –
the lap portion of the belt rides up over the abdomen exposing
the underlying organs to injury and the sash part of the belt rides
up over the neck risking injury to both the neck and head and
exposing the child to a 2 to 4 fold risk of serious injury.
A Booster seat corrects this mismatch. It lifts the child up so that
both portions of the seat belt are routed over the appropriate bony
body part which can better sustain the force of deceleration in a
crash.
There is good evidence to support the use of a booster seat once
a child has transitioned out of their child car seat and in continuing
to do so until the child achieves the above dimensions and is able
to fit the adult sized seat and seat belt arrangement.
Studies confirm that this “safe” height is between 145 and 150 cm
and usually achieved somewhere between 9 and 12 years of age.
Around the globe booster seat legislation is increasingly
recognising height as the determinant with States in Canada, the
UK and Europe legislating from 135 to 150 cm in height. Police
vehicles in New Zealand are serendipitously 148cm in height
which matches the science and is therefore a practical and easy
method of enforcement.
As well as being significantly safer in a booster seat, primary
school aged children up until the age of 12 are also less at risk
of injury in the rear seat and many countries including Australia
have recommendations against children travelling in the front
passenger seat.
This is particularly so if there is a frontal airbag in this seating
position which is designed to deploy at chest height for an adult
and which of course is at head height for a child.
The upcoming New Zealand law sets only a minimal
recommendation. Best practice continues to be that primary
school aged children should travel in the rear seat in a booster
until they are 148cm in height regardless of age.
Dr Elizabeth Segedin is an intensivist at the Starship Paediatric
Intensive Care Unit (PICU). You can email her at:
Liz.Segedin@adhb.govt.nz
Countries that have a booster seat law
Below is a list of countries that have booster seat laws with
height and age requirements. In comparison, the proposed
New Zealand law change taking effect in November will
extend the mandatory use of child restraints to children
aged 0 to 6 years, with children aged 7 years having to use
a child restraint if one is available.
Country Height requirement Age requirement
United Kingdom 135 centimetres 0-12 years
Canada
(British Columbia)
145 centimetres 0-10 years
Germany 150 centimetres 0-12 years
Hungary 150 centimetres 0-12 years
Spain 150 centimetres 0-12 years
Switzerland 150 centimetres 0-12 years
Canada (Quebec)
United States
63 centimetres seated
height
Varies by state.
No age requirement
Varies by state,
generally 0-9 years
Belgium No height requirement 0-12 years
Australia No height requirement 0-7 years
Canada (Alberta) No height requirement 0-7 years
Japan No height requirement 0-7 years
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Safekids News: June 2013 Issue No 61

PRODUCT SAFETY/ TRAUMA UPDATE
Where is the milk? Lined up together milk and
chemical packaging are indistinguishable.
Household Commodity Packaging –
Domestic Danger
By Tulia Moss
As we snake our trolleys through
the supermarket, zigzagging
down the aisles, we find products
sorted by type.
Generally, fresh and fruits greet us at entry.
In the centre of the store, we generally
encounter walls of boxed and packaged
goods, which are stacked with the
premium products at eye level, and the
cheaper, every day items, on harder-toread
shelves.
Domestic commodity products like bread
and milk are usually at the end, just before
the checkout. Milk varieties stretch from
ultra-trim to full fat in many shapes and
sizes.
Grouped together on the refrigerator
shelves, it’s clear that all those packs
contain milk.
However away from the consumer context
of the stores, the signs for milk become
incoherent.
Milk packaging graphics have become
indecipherable when placed in a nonretail
environment and as a result, do not
provide for the health and safety needs
of children. Alarmingly, milk packaging
shares similar signs in its materiality,
size, shape, colour, typography, imagery
and construction to many other massproduced
commodity products, both
edible and toxic.
In the most recent milk packaging
innovation, the three-skinned ultra-white
pigment bottle is texturally similar to
many toxic household products, and just
like some detergents, the contents are
invisible.
This poses a serious risk for young
children who may mistake the plastic jugs
of cleaning products for milk. Just as we
consumers in the supermarket reach for
the content shelved, the hungry child will
reach for the kitchen bench.
Children are being poisoned from
consuming detergents (NZNPC, 2004).
Between June 2002 and March 2005, 615
New Zealand children read packaging of
toxic product as food or drink. To decipher
packaging for a detergent or milk, a child
would have to be able to read, and this
is a skill most cannot do until they are at
least five years old.
Alarmingly, milk packaging
shares similar signs in its
materiality, size, shape,
colour, typography, imagery
and construction to many
other mass-produced
commodity products, both
edible and toxic.
Milk packaging needs careful researchdriven
design to ensure it is distinctive
from poisons, and is user-friendly for
readers and non-readers at home as well
as on the supermarket shelf.
Tulia Moss is a lecturer and packaging
designer at the Massey University School
of Design in Wellington. Tulia is also the
author of ‘Goodness: De-signing the
Nature and Culture of New Zealand
Packaging Signs’ a thesis available online
at www.massey.ac.nz). To contact Tulia,
email:
T.J.Moss@massey.ac.nz
Starship Trauma Update:
Vehicle occupant injury admissions, 2007 to 2012
Ethnicity 0 - 4 yrs 5 - 9 yrs 10 - 14 yrs Total
Maori 26 20 35 81
Pacific Peoples 12 16 17 45
European 26 39 69 134
Other 8 11 9 28
Total 72 86 130 288
Vehicle occupant injury admissions to Starship Children's Hospital,
2007 to 2012
In the six year period 2007 to 2012, a total of 288 children
aged fourteen years or less were admitted to Starship
Children's Hospital as the result of injuries sustained as
occupants in a motor vehicle involved in a traffic crash.
This equates to 48 admissions per year.
Children aged 10 to 14 years were most frequently injured
accounting for nearly half (45%, 130) of all occupant
injuries.
Children of European and Maori decent accounted for 47%
(134) and 28% (81) of occupant injuries respectively.
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Safekids News: June 2013 Issue No 61

THE CAMPAIGN TRAIL: The Long Short Walk
WHANGAREI: ‘Green Man’ comes to life at safety walk
Walk safe with the “Traffic
Light Green Man”—what
an excellent idea to
promote pedestrian safety
and sustainable transport
by the Whangarei team!
The Green Man Long Short Walk in Whangarei
was organized by RoadSafe Northland, Whangarei
District Council, Police, Northland Regional
Council, Northland District Health Board, Manaia
PHO and members of the public.
Road Safety Projects Facilitator Morag van der
Veer said the green man support was a hit feature
during the weekend’s rugby, football and netball
games at Kensington Park.
“We had about 22-30 walkers and an audience
of hundreds. At times spectators joined in and
walked with us,” Morag said.
If you would like to know more about the
Whangarei coalition’s awesome Green Man idea,
email Morag at:
safeacts@xtra.co.nz
The Whangarei Long Short Walk team would like to thank Outdoor Connection, Opus,
Mokaba, Clapham’s Clock Museum, KiwiNorth, Rebel Sport and local Councillor
John Williamson for supporting the event.
Christchurch City Council Injury
Prevention Advisor Allison Houston
went on a Long Short Walk with the
region’s road safety coordinators
and community safety and crime
prevention team at Christchurch’s
central city streets.
Photo shows the team at the newly
marked pedestrian and cycle space
along Colombo Street (left), and with
a Stronger Christchurch Infrastructure
Rebuild Team (SCIRT) member (right).
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Safekids News: June 2013 Issue No 61
TAUPO: Walking bus
promotes safety
The Safekids Taupo Coalition and Hilltop Primary School
celebrated Road Safety Week by taking a Long Short Walk
to school. The walk was supported by the Police, Sport
Waikato, Taupo Violence Intervention Network (TVIN),
Taupo District Council and the Rural Education Activities
Programme (REAP) Central Plateau.
The walking school bus also took the opportunity to learn
about pedestrian safety, such as watching out for sneaky
driveways, how to cross roads safely, being safe when
walking to and from school.
The Safekids Taupo Coalition also promoted driveway safety
at the Community Fun Day held the next day.
CHRISTCHURCH: Walking to rebuild safer streets

THE CAMPAIGN TRAIL: Community events
TE WAIROA: Long Short Walk for our Tamariki
Kahungunu Executive Injury Prevention Coordinator Cheryl Te Amo and
Health Promoter Anton Fasso led a Long Short Walk in Wairoa together with
students from Frasertown School.
This Long Short Walk was just one of many held in New Zealand and around
the world to promote pedestrian safety. Read about Long Short Walks held
around the world during the 2013 UN Global Road Safety Week at:
www.thelongshortwalk.org
SOUTHLAND: Bright Sparks walk for safety
Road Safety Southland, NZ Police, Kindergartens South and Plunket
organised a Long Short Walk during the Bright Sparks Road Show in May.
The walk was one of many activities
during the Bright Sparks roadshow that
toured 15 kindergartens with the theme
Bright Pedestrian, Bright Rider, Bright
Passenger and Bright Play.
“Some kindys prepared road safety
themed songs during our visit, and many
had a bright-themed day, such as bright
dress day and bright hat day. Some
had a feet day, zebra day and even a
themed shared lunch with traffic light
sandwiches,” Kathryn said.
More importantly, 646 children learned
about important road safety information
by attending the sessions or taking home
information packs. 238 Child restraint
checks were also completed over the 5
days.
For more information about Plunket
Southland’s Bright Sparks programme,
email:
Kathryn.Impelmans@plunket.org.nz
HAMILTON: Playgroup
walks for safety
Threatening rain clouds couldn’t stop the
Hamilton Plunket Car Seat Service team and
Little Connections Play Group from showing their
support for pedestrian safety.
The 1.2 km Long Short Walk started at the main
Hamilton Plunket building and went past busy streets,
main intersections, a kindy and a school.
“The kids were fantastic. They were so enthused during the walk
and loved that we went past a digger on a construction site. They
were very good at looking for cars before crossing and holding
hands when needed,” said walk organiser and Hamilton Plunket
Child Restraint Technician Wendy Woods said.
Thanks to the parents, children and Emma Gilmore of Little
Connections and Plunket Hamilton Branch Co-ordinator Shari
Rutene for helping organise the event.
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Safekids News: June 2013 Issue No 61

THE CAMPAIGN TRAIL: Community events
Major sponsor:
EASTERN BAY OF PLENTY:
Holiday Programme promotes
Run Over Prevention
Taneatua and Ruatoki families were treated to a special holiday
programme which also promoted driveway run over prevention.
“Each day we had over 50 children
and teens doing fun activities such as
treasure hunts and the traditional Māori
game Kiorahi,” said Colleen Walters of
the Te Kaokao O Takapau Health and
Disability Service.
They also had Guy Monika of Te Puna Ora
o Mataatua who facilitated the Safekids
Driveway Safety Kit. "Parents were so
shocked at how large the blind zone is,
and realised the real danger when moving
their vehicles at driveways,” Colleen said.
You too can use a Safekids Driveway Run
Over Safety Kits at your next event at no
cost. To find a kit, visit our website:
http://www.safekids.org.nz/index.php/
page/driveway-run-over-kit-locations
Countdown safety week promotes run over prevention
April was Countdown supermarket's safety month, and was an opportunity for
their Auckland National Distribution Centre in Wiri to learn about driveway run
over prevention.
"For a week we focused on safety at home. During shift changes
we got as many of the team as possible to hop in a car to see
if they could see the Safekids Driveway Run Over Dolls," said
Countdown safety week coordinator Marie-Louise Bell.
"It was a daunting experience as most of them could not see
the kids. We talked about what they could do at home and
everywhere to make sure they checked before driving," she
added.
Companies can borrow Safekids Driveway Run Over Safety
kits to promote safety to their staff by emailing:
Joanna.Milne@adhb.govt.nz
MASTERTON: Holiday programme promotes scooter safety
Trolley races, paddleboards and scooters are just some of the activities
that make Masterton Safe and Healthy Community Council’s (MSHCC)
Summer School Holiday Programmes so popular.
Sandy Ryan, MSHCC manager said their
recent programme, designed for children
aged 5 to 13 and free to enter, is unique
compared with anything that they've had
before.
"We had stand-up paddleboards with
the Foxton Wind Warriors, a charter bus
to pick up kids south of Masterton, and
scooter safety education,” Sandy said.
MSHCC works closely with the
Wairarapa Road Safety Council to
offer the scooter safety programme
and is supported by MICRO Scooters
NZ. It's also part of the Wellington
region’s School Travel Plan, and done
in partnership with schools, territorial
authorities, the regional council and
supporting communities to promote safe
and active travel.
“Our instructors cover safety awareness
and scooter safety skills, and many of
these skills are essential for all kinds of
travel--be it scootering, walking, cycling,
skateboarding, and even in skills they gain
in years to come, such as driving,” Sandy
said.
Helping kids to become street smart gives
parents confidence in letting their kids
travel independently when they are ready.
"The more they scoot, walk or cycle to
school, the less traffic congestion at the
school gates and on our roads, and the
better it will be for the environment,” she
added.
10
10
Safekids News: June 2013 Issue No 61

THE CAMPAIGN TRAIL
Major sponsor:
WHY PUBLIC HEALTH PROGRAMMES
SHOULD BE EVALUATED
By Pam Oliver
Public health programmes aim to prevent or control
disease, injury, disability and death. Over time,
as these aims have become more complex, the
programmes themselves have become more complex.
Contributing to the complexity is the need to engage with large
numbers of community members and organizations in a broad
coalition, especially where people from diverse cultures are
targeted.
More often than not, public health problems—which in the last
century might have been solved with a vaccine or a change in
sanitary systems—involve significant changes in the attitudes
and behavior of clients and/or providers. This is not easy to
achieve.
As a result of these complex factors, programmes that work well
in some settings can fail dismally in another. At a time when
demands for accountability from policymakers and stakeholders
have increased, evaluation of public health programmes have
now become more essential than ever.
Programme evaluation is vital to ensure that the most effective
service designs and approaches are maintained, and that limited
resources are spent effectively and efficiently.
Programme evaluation is also a useful tool to demonstrate
programme and provider accountability to an array of
stakeholders, including funders, policymakers, agencies
implementing the programme and community leaders.
Depending on the needs of stakeholders, programme evaluation
findings may demonstrate:
• Contribution to reducing
morbidity and mortality or
relevant risk factors
• That money is being spent
appropriately and effectively
• That further funding,
increased support, and policy
change might lead to even more improved health outcomes.
anzea (Aotearoa New Zealand Evaluation Association) is the
professional body for people working as evaluators in New
Zealand, and it provides professional development and support
to evaluators of all kinds. Some of the services offered by anzea
include:
• Annual conferences (in Auckland July 22-24 this year)
• Regional professional development seminars and events
• Newsletters
• Resource library
anzea welcomes anyone interested in evaluation to join the
association or attend its events. To find out more about anzea or
to view information about the 2013 anzea Conference go to www.
anzea.org.nz .
Dr Pam Oliver is social research and evaluation specialist and
was the founding Convenor of anzea . She is the Convenor
of the anzea Auckland Branch, and is also a member of the
European Evaluation Society and the New Zealand Association
of Social Science Researchers. To contact Pam, email:
pamo@clear.net.nz
Introduction to
Program Evaluation
for Public Health Programs:
A Self-Study Guide
Suggested Citation: U.S. Department of Health and Human Services
Centers for Disease Control and Prevention.
O fice of the Director, O fice of Strategy and Innovation.
Introduction to program evaluation for public health
programs: A self-study guide. Atlanta, GA: Centers
for Disease Control and Prevention, 2011.
OCTOBER 2011
NO HELMET ory
NO BRAIN!
BCG2-H GNZ2370 Bike Safety A4 Poster
FREE TO ENTER
Make a video, write a radio ad, or create an
illustrated story to
show why you must wear
a helmet when you ride a
bike, scooter,
skateboard or roller blades – and you could WIN! There are great
prizes up for grabs for you and for your school.
Plus winning entries may be used for Safekids New Zealand’s
upcoming nationwide helmet promotion campaign.
To nd out how to enter, ask your teacher or visit:
www.mysafekids.org.nz/creativequest
* Prizes include cash for winning schools, and surprise prizes provided by sponsors for winning classes or students.
In total, the prize pool is valued at $20,000. For more information, visit our website or email victoriaj@adhb.govt.nz.
$20,000
,
in prizes to
be won
*
Sponsored by
GNZ2370 Bike Safety A4 Poster FA.indd 1 26/02/13 10:38 AM
SAFEKIDS CREATIVE QUEST:
1 Month to go!
As of May, 213 schools have signed up to Safekids New Zealand’s
Creative Quest – challenging students to communicate the importance
of wearing correctly-fitted safety helmets when cycling, scootering,
skateboarding or skating.
There are three challenges:
• Challenge 1: Make a video – for Years 4 to 9 students
• Challenge 2: Make a radio commercial – for Years 4 to 9
• Challenge 3: Create an illustrated story – for Years 1 to 3
The strength of Creative Quest is based on its strong links to the New Zealand curriculum,
thanks to a professionally-prepared lesson plan co-developed by Safekids New Zealand
and Starters & Strategies.
“The time teachers spend on challenges will be well spent – it will help them to meet their
curriculum goals for the year,” said Vikki Jarvis, Safekids’ Creative Quest coordinator.
Aside from prizes for the winning schools and students, entries will be part of Safekids’
public awareness campaign. “Entries could be turned into advertisements, posters,
radio ads or YouTube clips promoting correct helmet use,” Vikki added.
The last day to submit entries is on 28 June—There is still time to tell your local
schools about Creative Quest! For more information and to download challenge
packs, visit:
www.mysafekids.org.nz/creativequest
11
Safekids News: June 2013 Issue No 61

INFO CENTRE UPDATE
The Safekids Information & Resource Centre collects research and other material which adds to our
knowledge about child injury and its prevention. Here is some of the material added to our collection
recently:
Scootering on: An investigation of children’s
use of scooters for transport and recreation.
Wolfaard, Trish; Campbell, Maxine
Child Injury Prevention Foundation of New
Zealand (CIPFNZ).
Hamilton, Department of Societies and Cultures,
University of Waikato: 2013. 33 p.
The abstract states:
“Non-motorised
scooters have increased
significantly in popularity
over the last few years in
New Zealand, following
similar trends in the
US, Australia, Canada
and Europe. Non-motorised scooters are an
important source of recreation, transport and
exercise and children of all ages enjoy riding
them to and from school and in skate parks.
Along with the increase in popularity and use of
the scooters, New Zealand is also experiencing a
considerable increase in the numbers of injuries
to children, with a notable spike in ACC claims in
the 2011-12 year. Whilst most of the injuries are
moderate – dislocations, fractures, lacerations
and soft-tissue injuries – an increase in the
number of severe injuries, and at times, even
fatalities is also evident. Boys tend to be injured
more frequently than girls and the median age for
injury is nine years. Most injuries occur at home,
with public roads the next most likely location.
International literature shows similar trends
world-wide. Numbers of scooter injuries are
escalating and an intervention to minimise harm
and reduce risk is considered imperative in all
regions. The evidence shows that children are not
wearing protective equipment (such as helmets)
when travelling on a non-motorised scooter and
there is no legal requirement for them to do so.
Elbow and knee pads – and even footwear –
were conspicuously absent amongst children
observed in fieldwork undertaken for this project.
Children routinely use basic scooters for activities
unsuited to their design and on terrain that poses
further risks. It was also evident that children
scootering to school were not subject to the
same regulations as those cycling to school and
there appears to be a general lack of awareness
of the risks associated with scootering.”
Available at:
http://researchcommons.waikato.ac.nz/
handle/10289/7275
Reference number 9913
Special report: Unintentional suffocation,
foreign body inhalation and strangulation.
Baker, Nick
Wellington, Child and Youth Mortality Review
Committee: 2013. 44 p.
The Child & Youth Mortality
Review Committee (CYMRC))
operates under the umbrella
of the Health Quality & Safety
Commission and reviews the
death of children and young
people aged 28 days to 24
years and provides advice on
how to prevent further deaths.
The CYMRC: “... welcomes the
latest figures from Statistics New Zealand which
show infant deaths and the infant mortality rate
12
Safekids News: June 2013 Issue No 61
were at record lows in 2012: http://www.stats.
govt.nz/browse_for_stats/population/births/
BirthsAndDeaths_MRYeDec12.aspx
CYMRC estimates nearly 3000 lives have been
saved in the past 20 years because of efforts
to prevent sudden unexpected death in infants
(SUDI), which CYMRC attributed to a successful
‘back to sleep’ campaign.
The latest CYMRC special report, however,
shows that more work still needs to be done to
keep babies and children safe.
Death from traumatic asphyxia caused by
suffocation is one of the three leading causes
of unintentional injury deaths in New Zealand.
The CYMRC report looks at three main types
of death: suffocation in the place of sleep,
inhalation of food or foreign bodies, and external
pressure on the neck or face.
The report says 50 of the 79 deaths it looked
at arose from unintentional suffocation in bed,
underlining the need to provide babies and
young children with safe places to sleep.
The CYMRC report notes practical steps
caregivers can take to keep babies and young
children safe while sleeping, including putting
babies to sleep on their backs, making sure their
rooms are smokefree and the right temperature,
giving them plenty of room to breathe, and
providing a sober caregiver.
Pages 30-31 include advice on ‘best practice in
community messaging’.
The PDF of this document is available on the
Health Quality & Safety Commission website:
www.hqsc.govt.nz
Reference number 9914
Be bright: How to plan, promote and run a
Be bright campaign 7 April to 30 June 2013.
2013
Bikewise
Wellington, Bikewise:
2013. 8 p.
The webpage for this
new resource say:
“It is time to get highvis
and put lights on
your bike
Cyclists’ visibility to
other road users, especially during times of
low light, is an essential part of cyclists’ safety.
Wearing bright, reflective and high-visibility
clothing, and using front and rear bike lights, are
simple ways for cyclists to improve their visibility.
Be Bright is an initiative of Bike Wise and the NZ
Police and is designed to increase awareness of
the importance of using bike lights and wearing
high-visibility clothing. In 2013, the campaign
launch coincides with the end of Daylight Saving
on 7 April.
The campaign runs until 30 June and may
include roadside checkpoints for cyclists, roving
cycle-light ambassadors, competitions and
giveaways on popular cycle commuting routes
in Tauranga, Western Bay of Plenty, Auckland,
Rotorua, Palmerston North, Wellington, Nelson,
and Dunedin.”
For the full text, and more information see:
http://www.bikewise.co.nz/bebright
and http://www.bikewise.co.nz/
Reference number 9946
Social and geographical differences in road
traffic injury in the Auckland region.
Hosking, Jamie; Ameratunga, Shanthi; Exeter,
Daniel; Stewart, Joanna
Section of Epidemiology and Biostatistics, Faculty
of Medical and Health Sciences, University of
Auckland, New Zealand.
Auckland, Auckland Transport: 2013. 86 p.
Some variables analysed
as part of this research
on the Auckland region
included “... identifying
differences in road
traffic injury rates
by ethnicity, by area
level, socio-economic
deprivation, and by geographical area. Other
variables included were the age, gender and travel
mode of the injured person, the year of injury, and
injury severity (fatal injuries and non-fatal injury
hospitalisations).”
Travel modes were classified as car/van
occupants, pedestrians, cyclists, motorcyclists
and all other modes.
Some finding include: “People living in more
socio-economically deprived areas have a
significantly higher risk of road traffic injury. There
are ten deciles of socio-economic deprivation
(using the New Zealand Index of Deprivation,
NZDep), and for each decile increase in NZDep
there is a 3-11% increase in road traffic injury risk.”
“Local boards in the Urban South road safety
action plan area, with the exception of the Howick
Local Board area, have particularly high road
traffic injury rates.”
Findings from this research project have also
been published in the following journal article:
Hosking J, Ameratunga S, Exeter D, Stewart J,
Bell A. “Ethnic, socioeconomic and geographical
inequalities in road traffic injury rates in the
Auckland region.” Australian and New Zealand
Journal of Public Health. 2013 (37): 162-7, see
record # 9932.
PDF available at:
http://www.aucklandtransport.govt.nz/
about-us/publications/Reports/Documents/
social-geographical-differences-report-2013.pdf
Reference number 9933
Contact us
If you are interested in any of these items
or the topics mentioned please contact
the Information & Resource Centre on (09)
631 0724 or infocentre@safekids.org.nz.
You can also ask to be put on the emailing
list for KidsInfo Bulletin, our bulletin of
selected child injury prevention-related
items added to our collection (emailed out
every two months). Our database can also
be searched online at www.safekids.org.nz.
Also see www.mysafekids.org.nz and follow
us on Twitter at www.twitter.com/safekidsnz.
We are always pleased to help
with all your child injury prevention
enquiries.