CMA launches bicycle-helmet campaign, hopes to reduce roadside carnage Lucian Blair T he CMA's bicycle safetyhelmet campaign is off and pedalling. At one of several news conferences held across Canada over a 2-day period in midMay, the CMA officially launched the Canadian Injury Prevention Program (CIPP). It is the largest health-promotion campaign ever organized by the association. The program's slogan is straightforward - "Bicycle helmets save heads" - and so is the aim: to reduce the number of serious head injuries among young cyclists by increasing awareness of the need to wear safety helmets and by providing a cash incentive to do so. "Although the program is aimed at children aged 5 to 14, it is ultimately directed at their parents," Dr. Lionel Lavoie, the CMA president, emphasized. "They are the ones who must be informed about dangers their children face by not wearing protective headgear when cycling." Lavoie said one of the CMA's main objectives as a national organization is to speak out across the country on issues that concern physicians and affect the health and safety of their patients. "CIPP is the CMA's response to members' requests that we promote health and educate the public on health issues." Lavoie conceded that the CMA and Sandoz Canada Inc., the program sponsor, do not expect an overnight increase in the number of children wearing helmets. "It's a long, slow process of

Lucian Blair is the CMA 's associate director of communications and government relations. 1498

CAN MED ASSOC J 1991; 144(1 1)

raising awareness. The CMA battled for years to have provincial governments enforce the use of seat belts in automobiles. We're at the same point now with bicycle helmets that we were 20 years ago with seat belts." Much of the program's success will depend on individual

physicians. Displays containing

"This is an area where physicians can provide enormous assistance in preventing serious injuries, injuries that not only inflict pain and suffering but are a drain on limited health care resources," Lavoie stated. A 1984-86 study completed at Toronto's Hospital for Sick Children indicated that bicycle accidents were responsible for 25% of fatalities reported at the hospital's trauma unit. A 1985-87 study involving coroners' offices found that 14% of all deaths resulting from injuries to children were caused by bicycle accidents. Virtually all bicyclerelated deaths involve head inju-

order forms that will allow parents to purchase helmets at a significant discount have been sent to more than 20 000 family physicians and to 3000 pediatricians. The colourful displays include information for parents about the importance of bicycle helmets, and a letter to physicians from ries. Lavoie. "Accidents causing head inju-

"We hope the helmet program makes the point to parents that bicycles are not toys. They are their children's first vehicles." - Dr. Lionel Lavoie LE erJUIN 1991

V.

ries don't just happen on the street," said Lavoie. "They can happen anywhere - on sidewalks, driveways or bicycle paths. Many

children don't like to wear hel"We hope that CIPP makes mets because they think helmets the point to parents that bicycles are too heavy or too hot, and we are not toys. They are their chilhave to change those attitudes. dren's first vehicles."

lance une campagne de casque de securite pour cyclistes dans l'espoir de reduire le carnage sur les routes

L'AMC

L a campagne du casque de securite pour cyclistes lancee par 1'AMC roule bien. A l'occasion d'une des nombreuses conferences de presse organisees a travers le Canada au cours d'une periode de deux jours a la mi-mai, le Dr Lionel Lavoie, president de l'AMC, a lance offlciellement le Programme canadien de prevention des blessures (PCPB). II s'agit de la plus importante campagne de promotion de la sante jamais organisee par l'Association. Le programme a un theme tres simple: