Evaluation of a four-year bicycle helmet promotion campaign in Quebec aimed at children ages 8 to 12: impact on attitudes, norms and behaviours.

Objective: This study evaluated a four-year bicycle helmet promotion campaign.

Methods: Children's attitudes, social norms, intentions to wear a bicycle helmet as well as helmet ownership were measured. Evaluation was based on a pre-experimental static group comparison design repeated at two (1991) and four years (1993) after implantation, with a non-randomized control group. 3,424 students completed a self-administered questionnaire (experimental: 2,097, control: 1,327).

Results: The program had a significant impact on helmet ownership (1989: 4%; 1991: 26%; 1993: 56%). The program was the principal predictor of high intention to use a bicycle helmet. Time was the principal predictor of ownership with exposure to the program being the next predictor.

Conclusion: This study showed that time is an important factor in bicycle helmet acquisition, and that a long-term community-based program can accelerate the process of adopting this behaviour.