County Health Department Drowning Prevention Awareness Campaign by forrests

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									County Health Department Drowning Prevention Awareness Campaign Report July 2006

Office of Injury Prevention

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County Health Department Drowning Prevention Awareness Campaign Executive Summary July 2006 Background A review of Florida death and injury data by the Florida Department of Health- Office of Injury Prevention found an urgent need to develop a drowning prevention. Florida also had overwhelmingly the highest unintentional drowning rate in the nation for the 1 to 4 year old age group, with a rate of 9.0 per 100,000 population. Using the drowning data, the Florida Department of Health, Office of Injury Prevention identified the following top fifteen counties with the highest number of ages 0-4 drowning deaths to participate in a county health department drowning prevention awareness campaign: Broward, Miami-Dade, Hillsborough, Orange, Palm Beach, Duval, Lee, Marion, Brevard, Polk, Seminole, Volusia, Manatee, Collier, and Pinellas. Overview of Activities A County Health Department (CHD) Drowning Prevention Awareness Campaign was proposed for the month of May, 2006 for the top 15 counties. The Office of Injury Prevention provided the 15 counties the following resources: • • • • Ounce of Prevention (OOP) / DOH - 30 second radio (CD) and TV (beta tape) drowning prevention Public Service Announcements (PSAs) for distribution to their local radio and TV stations. Approximately 1000 Water Watcher tags with lanyards and whistles (English, Spanish, and Creole). OOP/DOH Drowning Brochure, I’m Safe Water Safety Checklists, Bingo cards and coloring books (English, Spanish and Creole). $2,000 to each CHD for staff time or additional equipment for the campaign. Of the $2,000, the CHD provided $500 to the local Safe Kids coalition or chapter for their staff time and materials for the campaign.

The County Health Departments activities included: • • Distribution of brochures, water watchers tags and other materials at community events. CDs and beta tapes for campaign use. Contact and request local television stations and/or radio stations to broadcast drowning prevention PSAs.

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Promoted drowning prevention awareness message via television, radio and print media. Partnered with local agencies and Safe Kids coalition or chapters and participated in local safety awareness and community events for the purpose of promoting drowning prevention awareness and distributing brochures, water watcher tags, water safety checklists and bingo cards.

County Health Department Activities Each county was active in implementing the campaign. The following highlights those county health department activities. • Brevard County and partners, Brevard County Safe Kids, American Red Cross, Denny’s Restaurant, Titusville Fire and Emergency Services and Cocoa YMCA distributed pool safety and drowning prevention awareness materials as well as provided pool safety demonstrations and rescue techniques to local children and adults. Broward County along with its Drowning Prevention Task Force developed a drowning prevention ad campaign targeted at families of young children; the message: PROTECT, SUPERVISE and PREPARE. Funding was used to present this clear and concise message through a bus advertising campaign and print media advertising in the South Florida Parenting, Parkland Life and Coconut Creek Life magazines. Additional funding is being sought by the task force to conduct focus group research among the target group to determine the most effective drowning prevention activities. Collier County distributed drowning prevention awareness materials to approximately 1500 people through participation in community events and activities throughout May and June. The Naples Daily news also featured an article on Florida’s drowning statistics. Dade County participated in health fairs and partnered with Women Infants and Children, Injury Free Coalition of Miami, Miami Dade County Injury Prevention Coalition and Barry University School of Nursing to distribute drowning prevention awareness materials to the community. In collaboration with the Injury Free Coalition for Kids of Miami the MiamiDade County Health Department developed a drowning prevention fact sheet which was published in the May 2006 edition of the Epi Monthly Report (A Miami-Dade County Health Department publication) and was posted on the health department website. Duval County granted 135 free swimming lesson tuitions to children attending the Water Safety Fair. The lessons will be given at their local City of Jacksonville public pool. Tray liners with water safety tips were provided to all local McDonald Restaurants for distribution. Hillsborough County partnered with the Tampa YMCA to provide water safety and swimming lessons to children ages 1-4 and their families.

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Tampa YMCA agreed to match the number of lessons with private funding to provide additional water education and safety promotion. Lee County reported 1,000 direct contacts and 500,000 indirect contacts made for drowning prevention awareness through the distribution of educational materials and local news media, respectively. Additional outreach and educational presentations included: Parent Water Safety Classes and Safe Pool Party, YMCA Healthy Kids Day and partnership with the local Safe Kids Coalition on activities for Safe Kids Week, May 613, 2006. Manatee County used the additional state funds to purchase, print and distribute drowning prevention posters. The posters are printed in both English and Spanish and will be posted in the entire Manatee County bus fleet. Marion County developed and printed a drowning prevention brochure using local resource information. Brochures and holders (purchased by Marion County Children’s Alliance) were distributed to pool sales, equipment and supply stores. Large retailers including K Mart, Target and Wal-Mart were also approached. Responses to the request to place brochure in the stores was still pending at time of report. Drowning prevention awareness packets containing a Bingo Card, Coloring book, local brochure, water safety checklist and water watcher tag were also created for distribution. The county health department initiated the establishment of a local Safe Kids chapter and was scheduled to be finalized in July. Orange County Health Department and Safe Kids Orange County held a Drowning Prevention Education and Awareness Day on May 6th at Denny’s Restaurant as a kickoff to National Safe Kids Week, May 6-13, 2006. Approximately 100 parents and children attended the event. The Orange County Health Department, Seminole County Health Department and Safe Kids partnered with Radio Disney to air 120 PSAs on drowning prevention throughout the month of June. Palm Beach County Health Department distributed over 100 Water Watcher tags, Water Safety checklists and Keep Your Eye on the Kids brochures at the Lantana Police Department’s annual “Public Safety Event”. The “Keep Your Eyes on the Kids, Protect Children from Drowning” advertisement provided by the Florida Department of Health, Office of Injury Prevention was run in the Palm Beach Post and the LaPalma newspapers. Polk County Health Promotion and Preparedness Division extended an OPS staff person’s position 44 hours to assist with the drowning prevention campaign. Ten drowning prevention awareness bulletin boards were created and displayed in various Health Department sites throughout the county. A drowning awareness message was also displayed on all Polk county staff computers, including a drain entrapment message. Pinellas County Health Department provided displays, water safety expertise and educational materials during the City of St. Petersburg

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grand opening of summer pool hours and the Festival of States at Vinoy Park. Over 5,000 people were reached during the two events. The Health Department and local Safe Kids coalition pooled funds to purchase 2,100 Frisbees for future giveaways. Seminole County and Orange County pooled money to purchase 120 thirty-second spots to run the drowning prevention PSAs on Radio Disney. Radio Disney also agreed to distribute Water Watcher tags and brochures at all of its future events. The Health Department also worked with local home associations and hotels to distribute water safety flyers to homeowners and hotel guests. Volusia County Health Department representatives participated in local television, newspaper and radio interviews focusing on drowning prevention and awareness. The Volusia County Health Department ‘s Pool team sent 1000 “Pool Program Newsletters” that contained an article on the drowning prevention awareness campaign, to every licensed pubic pool in Volusia County. The Health Department and local Safe Kids coalition provided training to Children’s Medical Services staff on drowning prevention and awareness as well as other programs offered by the two organizations.

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County Health Department Drowning Prevention Awareness Campaign Summary Supplement July 2006 County Health Department Activities Each county was active in implementing the Drowning Prevention Awareness Campaign. The following provides a verbatim report of activities submitted by each county health department. Brevard County Health Department • • World’s Greatest Baby Shower – Education information table Partners: Brevard County Safe Kids, American Red Cross Water Safety Night – Education information, hands-on activities for children, display tables including pool safety equipment, coloring books and activity sheets on pool safety, and life jacket education Partners: Brevard County Safe Kids, Denny’s Restaurant, American Red Cross, Titusville Fire and Emergency Services Child and Infant CPR – Distribution of educational materials, waterwatcher tags and water safety bingo games Partners: Brevard County Safe Kids, Cocoa YMCA Family Center, American Red Cross

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Broward County Health Department As part of Florida’s efforts to address the serious drowning problem, the Broward County Health Department (BCHD) convened a Drowning Prevention Task Force. A plan of action consisting of strategies and activities, including a highly visible advertising campaign, was developed and is currently being implemented. The initial meeting of the task force was on April 26, 2006. Task force members include representatives from Memorial Healthcare System, the American Red Cross, Broward Sheriff’s Office Fire Rescue and Law Enforcement (Child Protective Investigations Section), Dan Marino Foundation, Broward County Parks and Recreation Division/Swim Central, Broward County Medical Examiner and Trauma Services Division, Broward County Child Protection Team, Broward General Medical Center, Broward County Pediatric Society, and Broward County Health Department staff (including the Medical Executive Director and Public Information Officer). Efforts were made to invite individuals capable of developing, funding and executing an effective drowning prevention action plan. Broward’s plan focuses on the prevention of drowning among children under the age of five. The short and long term goals and activities are based upon a message adapted from the American Academy of Pediatrics’ (AAP) general guidelines and professional research. The message developed reflects the three

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essential components for preventing drowning among young children: PROTECT (with barriers), SUPERVISE (directly, by an adult), and PREPARE (for an emergency). An ad targeted at families of young children has been designed (with input from task force members), and includes a life preserver with the three key drowning prevention components along with graphics that explain and reinforce the message. The health department website/phone number and sponsor logos are included in the ad. Individuals accessing BCHD’s website will recognize the drowning prevention “ad” on the Home Page (www.browardchd.org) and will be able to obtain information on drowning prevention and related resources. Broward County opted to spend the increase in funding on advertising in order to reach the largest number of families with young children in our community. With limited funding, we believe the most important prevention strategy is to educate the Broward community. Using a comprehensive, clear and concise message, the bus advertising campaign will enable us to deliver a drowning prevention message throughout the county, and over an extended period of time. Advertising was also purchased in South Florida Parenting, the premier parenting magazine in Broward, Miami-Dade and Palm Beach counties. The magazine has become an indispensable source for parents, teachers and caregivers. In summary, the ad will be used in the following ways: • Bus ads on twenty (20) Broward County buses for a minimum of 3 months. Bus advertising space is being donated by Broward County Mass Transit. SWIMS Foundation, the non-profit organization associated with Swim Central, Broward County’s primary resource and referral service for available swim programs, is co-sponsoring ad “production.” Advertising in South Florida Parenting (July 2006 Summer Safety issue). Advertising in the July issue of Parkland Life Magazine. This ad has been sponsored by a local attorney and will supplement an article on drowning prevention. (According to the publisher, the ad may also appear in Coconut Creek Life Magazine, depending on space availability).

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Additional plans for the ad and supporting information on drowning prevention include the following: Use with TIPP® (The American Academy of Pediatrics’ Injury Prevention Program) Visitor and Convention Bureau distribution to hotels (per Orange County, FL) Broward County Pediatric Society presentation Florida Pediatric Society web site/list serve Broward County family practitioners, pediatricians, clinics, emergency rooms, hospital discharge packets, etc., where the target audience will be exposed to the message

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Inclusion in the Swim Central packet mailed to parents of children attending county day care centers as well as other Swim Central information vehicles Banners (to be hung at primary care/WIC Clinics) * Educational materials (brochures, posters) Promotional items * Quotes are currently being obtained

Task force members have been requested to bring a list of their respective publications/resources to the next meeting (June 22, 2006). It is anticipated the ad will be submitted for inclusion in municipal publications (e.g., Parks and Recreation bulletins), hospital magazines, agency newsletters, and print media, along with articles on drowning prevention/water safety. For the sake of consistency, task force members suggested the development of a concise statement summarizing the message for use by their organizations and any others interested in and capable of reaching the target audience. The statement is currently being developed. Additional goals of the task force include conducting focus group research among the target group to determine the most effective way to reach and persuade them to take drowning prevention action. A proposal was obtained from a professional qualitative researcher and task force members are in favor of pursuing funding to proceed with the research. The goal is to use dependable findings to develop/refine the drowning prevention message for use in a future campaign. Funding for research (minimum of $10,000) will be sought from a Broward County EMS grant and/or other resources suggested by task force members. There will also be contact with local pediatricians who have professional credibility and routinely educate parents of young children about drowning prevention. Task force member, Dr. Jorge Del Toro, will be the 2007 President of the Florida Chapter of American Academy of Pediatrics, providing an important link to the more than 2500 pediatricians in the state. One of the planned activities of the task force is to speak to physicians about drowning prevention at medical staff meetings at Broward hospitals with pediatrics. Dr. Del Toro and the BCHD’s Medical Executive Director, Dr. Nelson-Curtis, have volunteered to assist with this effort. The following resource materials were distributed to task force members and/or BCHD staff: • • • Drowning prevention brochures – approximately 800 (English/Spanish) Water watcher tags – approximately 750 (English, Spanish/Creole) Water safety checklists – approximately 800 (English, Spanish, Creole)

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Bingo cards – approximately 250

The remaining materials will be distributed during community events and drowning prevention activities. Upon hearing about the awareness campaign, health department staff also requested materials for distribution to their community contacts. For example, upon notification of the campaign from the state Volunteer Services Program, Broward’s Volunteer Services Coordinator requested English and Spanish materials for Broward clinics that serve the uninsured (Living Water Care Centers, Light of the World Clinic, and the mobile MediVan clinic). We are very pleased with our accomplishments during the last two months and look forward to seeing our ads on buses and in local magazines. Unfortunately, due to the fact it took longer than expected to design the ads, production of the bus ads has been delayed. The final artwork for the bus ad will be submitted to the advertising company on Monday, June 19, 2006, and the ads should be ready to be placed on the buses within a few weeks. Copies of the final ads will be forwarded to the Office of Injury Prevention upon completion. The magazines will be sent when they in circulation. We are grateful for the opportunity to receive funding from the Office of Injury Prevention to supplement drowning prevention activities in Broward County. We look forward to the continued success of our campaign and meeting our objective – to reduce drowning morbidity and mortality among children under the age of five in Broward County. NOTE: The PSA was heard by a few individuals on Turner Network Television (TNT) It was aired in the early morning (around 7:00 AM) and in the evening (around 9:00 PM). Radio PSAs were not distributed to the media. Upon publication of the magazine ads and placement of the ads on the buses, Broward’s drowning prevention campaign will be officially “launched.” An accompanying media campaign will follow. Collier County Health Department Activities in May & June 2006: Bike/ Drowning Prevention Rodeo Parks & Recreation Swimming Classes YMCA Pool Program CMS distribution to clients

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# of People reached with materials: approximately 1500 Media: Naples Daily News wrote an article about drowning stats D’ Latino’s Spanish Television show did a segment about drowning stats and prevention Pitched story to 4 other local English-speaking television stations – without success Beta tape given to Channel 11(our Government Channel) to air Saw paid PSA on local television twice – do not recall channels, but it was impressive and memorable. Future: YMCA and Park & Recreation will continue to give out materials throughout the summer. The Health Department partners with Parks & Recreation and various child safety advocacy groups to put on a large Child Safety Health Fair in October. We will distribute materials at this event as well. Usually over a 1000 people attend this event. Since Collier County enjoys sub-tropical temperatures year round, October is not too late to share this message. The water watcher tags/ whistles have really been a hit. They are a give away that gets the attention of the children and parents. Dade County Health Department COMMUNITY HEALTH FAIRS May 13, 2006 Norte-Dame Church Health Fair (Haitian Heritage Month) 110 NE 62nd Street Miami, FL 33138 Distributed: 85 Water Watcher Tags, 127 Checklists, 20 Bingo Cards, and 124 Brochures May 20, 2006 West Perrine Health Fair (Women’s Health Week) 18255 Homestead Ave Miami, FL 33157 Distributed: 48 Water Watcher Tags, 22 Checklists, 7 Bingo Cards, and 3 Brochures PARTNERSHIPS Women Infants and Children (WIC)

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Provided the WIC program 850 Water Watcher Tags, 1,000 Checklists, and 600 brochures for distribution to all the WIC clinics in Miami-Dade County Injury Free Coalition for Kids of Miami Provided the Injury Free Coalition 50 Water Watcher Tags and 100 Bingo Cards for distribution on their safety bus and other outreach events Miami Dade County Injury Prevention Coalition Provided the Injury Prevention Coalition 50 Water Watcher Tags and 100 Brochures for distribution to parents at hospital Barry University School of Nursing Provided nursing students 50 Water Watcher Tags, 50 Checklists, and 50 Bingo Cards for a student project PUBLICATIONS In collaboration with the Injury Free Coalition for Kids of Miami the MiamiDade County Health Department developed a drowning prevention fact sheet “Drowning and Near-Drowning to Children 0-18 Years of Age, Miami-Dade County 2000-2004 “, which was published in the May 2006 edition of the Epi Monthly Report (A Miami-Dade County Health Department publication) and posted on the health department website. http://www.dadehealth.org/downloads/epi_monthly_may_2006.pdf MIAMI DADE SAFE KIDS COALITION PRESS CONFERENCES May 8, 2006 In partnership with the Miami Dade Safe Kids Coalition, Miami-Dade Parks and Recreation kick-off its annual Learn-to-Swim program at A.D. Barnes Park Pool with a special event with Miami-Dade County Mayor Carlos Alvarez, Miami-Dade County Commissioner Rebeca Sosa, Miami-Dade County Manager George Burgess, and Ronald McDonald. Commissioner Rebeca Sosa presented a check for $6,000 to Park and Recreation Director Vivian Donnell Rodriguez to provide scholarships for children who live in District Six to attend the summer program. May 9, 2006 Press Conference at Southwest YMCA - Downrite Park 4300 SW 58th Avenue, Miami, FL 33155 NEWS COVERAGE IN MIAMI-DADE COUNTY THE MIAMI HERALD

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May 11, 2006 Hey kids, it’s time to learn how to swim May 18, 2006 Teaching everyone to swim May 30, 2006 Play it safe: You can never be too careful around the water CBS 4 May 25, 2006 6:19 pm US/Eastern Florida Steps Up Drowning Prevention Efforts: State Campaign Urges Parents “Keep Your Eyes on the Kids” Miami-Dade, Broward among the Top Counties for Drowning MIAMI-DADE COUNTY PUBLIC ACCESS CHANNEL Miami-Dade County Health Department Office of Communication and Legislative Affairs will request that the drowning prevention video be aired on the Miami-Dade Public Access Channel. Duval County Health Department May 2006 DCHD/WOLFSON’S CHILDRENS HOSPITAL/SAFE KIDS OF NEFL Water Safety Activity Report 1. May 8th – NBC/CBS Affiliate Medical Monday interview on water safety and drowning prevention tips on the noon news segment. 2. May 12th - SAFE KIDS OF NEFL Chapter Press Conference was held at Baptist/Wolfson’s Children’s Hospital – See attached press release. Three interviews were given to the NBC, ABC ,Ch4 and FOX local affiliate TV Stations regarding the Water Watcher Tag and overall Water Safety Tips to prevent childhood drowning. Article in Jacksonville Times Union Newspaper on May 12th. 3. May 20th- Clear Channel Radio Water Safety interview with SAFE KIDS Coordinator, Cindy Dennis. 4. May 13th - Water Safety Day at SAFE CITY/SAFETY VILLAGE in KIDS KAMPUS – see attached flyer. 353 parents/children educated. 5. May 13th – 135 Free swimming lesson tuitions granted to kids attending the Water Safety Fair to be given at their local City of Jacksonville public pools.

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6. May 30th – 4 – 8 pm Water Safety Awareness Night at Denny’s Restaurant during KIDS EAT FREE NIGHT at Blanding Blvd. & I-295. 15 parents and children educated with Water Wise Bingo, brochures, water watcher tags, drain entrapment cover demonstrations, coloring books (67 pieces of educational materials given). 7. Water Watcher Tags distributed via YMCA’s in Duval County, DCHD clinics, CMS building, Wolfons Children’s Hospital, U.S. Army Corps of Engineers building, American Red Cross, Local Beaches, Hanna Park, Child Care Centers and other partners. 8. Tray liners with Water Safety Tips were provided at all the local McDonald Restaurants – see attached copy. 9. June activities will include education and distribution of Water Watcher Tags, Water Safety Checklists, and Drowning Prevention brochures at Child Care Facilities (Day Care Centers). We have been asked to staff the health pavilion at Metropolitan Park for Fiesta Playera Hispanic Health and Safety Fair on Sunday, June 25, 2006. The pavilion will be open from 1-6. Distribution of Spanish drowning prevention and water safety materials will be given. Hillsborough County Health Department As designated, $500.00 was provided to Safe Kids Coalition for activities as described below: Community events, educational literature, and promotional items. The balance of funding was used to partner with Tampa YMCA to provide water safety and swimming lessons to children <4 and their families. They agreed to match the number of lessons with private funding. Below is a description of their activities: The Central City Family YMCA instructed 31 children and their families as part of the Hillsborough County Health Department water education safety promotion. An additional activity, a community swim day on June 24th will utilize the matched slots. The swim curriculum includes, but is not limited to, personal safety (know pool rules, front and back float for 20 seconds, take a breath, put on and take off a personal floatation device, enter and exit a board, sun protection), personal growth (self-confident in water, enjoy the water), stroke development (paddle on front 10 yds, paddle on back 10 yds, paddle on side 10 yds), and rescue (recognize danger, know when to yell for help, know how to ask an adult for help, emergency numbers, perform a reaching assist). Barrier protection around pools is also discussed.

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Education and Awareness: Water watcher whistles, literature in English and Spanish, bingo games and large multi-language posters were distributed to: • Head Start/Early Head Start Parent Resource center for education to parents of young children. • Seven (7) Hillsborough County Health Department pediatric clinics utilized their nursing and provider staff to educate parents and provide literature/water watcher tags. Multi-language posters were placed in all clinics. Eight (8) Nutrition/WIC sites provided education and literature to parents and multi-language posters were placed at all sites. •

Swim4Life organization utilized these items to provide education to children and parents at Tampa Recreation centers along with swimming lessons and water safety instruction.

Events: All events provided education, literature, and water watcher tags to families of young children. • Kidcare Community Event, Bowers Whitley Education Center on May 6, 2006, approximately 80 families. • Denny’s Water Safety Fair on May 6, 2006 was attended by Safe Kids Coalition, approximately 250 families • Tampa Housing Authority Fair on May 10, 2006, approximately 60 Media: • • • Representatives from various television stations attended both the Kidcare (Channel TV 10) and Denney’s Water Safety (Channel 13 and Bay New’s 9) events Press releases from the Health Department regarding the Denney’s Water Safety Fair and the partnership with the HCHD and Tampa YMCA in providing free swim lessons and water safety classes. (attached) Paid PSA was broadcast on Channels 13. It was also broadcast many times during the month on cable channel TBCN.

Other mass information distribution of information: Childcare Licensing of Hillsborough County was provided with information about water safety and the opportunity for swimming lessons and water safety classes for children and families to be shared with over 500 licensed childcare centers in Hillsborough County. This information was also share to Head Start/Early Head Start Centers and all HCHD staff for dissemination to clients. Information was also provided through St. Joseph’s Children’s Advocacy outreach.

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The HCHD Website promoted water safety and through distribution of the Community Health newsletter (attached). It was also mailed and emailed to approximately 75 community partners and distributed at clinics and events. Information about free swim lessons and water safety instruction was provided to the Hillsborough County schools for dissemination to families. Lee County Health Department Partnership Development Collaborate with your local Safe Kids Coalition on activities for Safe Kids Week (May 6th-13th) • Secured a Proclamation by the Lee County Commission declaring National Safe Kids Week, May 6-13 • 5 Parent Water Safety classes May 1, 4, 19 • Safe Pool Party Event • Safe Pool Party News Conference May 11 • Michigan International Academy (elementary school) Summer Safety Fair May 10 • YMCA Healthy Kids Day May 13, 10-2 • YMCA Water Safety News Conference May 18 • FOX-TV affiliate news interview, Miami market May 8 • Women’s Forum Health and Safety Fair May 20 Establish a Drowning Prevention Partnership or Task Force, if one does not already exist in your community. • SWIM Lee, Safe Water Instruction Messengers in Lee County, was reorganized in 2001 and has maintained continuous operation since then with 3-month-long summer meeting breaks. I maintain communications with the task force regarding activities and news during the break, and all activities during the break are pre-planned and executed according to plan. New Members include: Lee County Marine Task Force (US Army Corps of Engineers; Lee County Sheriff’s Dept.; Sanibel, Cape Coral and Fort Myers Police Departments; Florida Fish and Wildlife; Florida Department of Environmental Protection; US Coast Guard); Children’s Medical Services Existing Members include: Lee County Parks and Recreation; the cities of Cape Coral, Fort Myers, Sanibel, Fort Myers Beach and Bonita Springs; Lee Memorial Hospital; The Children’s Hospital of Southwest Florida; Florida Gulf Coast University; Edison Sailing Center; Innovative Aquatics swim school; Water Wise swim school; Lee County EMS; Southwest Florida McDonalds Owners and Operators Co-op (re-negotiating tray liner printing and negotiating new Floatation Commendation program for July 4 impact); American Red Cross Lee County Chapter; Starfish Aquatics

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Institute; YMCA of Lee County; Kiwanis of Cape Coral, Fort Myers Beach and Sanibel; Lee County Public Schools; and the local media. Media Submit PSAs to your local newspapers/radio stations/news stations • • PSAs distributed May 2 to radio station WYMR FM, and TV stations WFTX, WTPH, WBBH, WZVN; PSAs distributed May 10 to TV stations WINK and WGCU and radio groups and stations: Clear Channel (WBTT, WCKT, WOLZ, WZJZ), and Fort Myers Broadcasting (FM—WINK, WTLQ, WPTK, WARO, WTLT, WRQC, WUSV and AM—WINK, WNOG). 31 PSAs aired on WBBH and WZVN TV stations free in May, more scheduled in June including Spanish TV No radio PSA reports available or paid TV PSA reports available

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Submit articles to local community newspapers/newsletters and TV stations. • • • • • Releases went out 4/28, 5/8, 5/9, 5/10, 5/17. Telephone follow up with each daily news medium was conducted one day before and the day of each event. Daily newspaper articles printed—News-Press May 11, 12, 16, 20 and Cape Coral Daily Breeze May 31 TV News Reports—WINK May 11 @ 5, 6, and Morning; FOX-4 May 11 @ 10; FOX-Miami @ 10 May 15; NBC-2 May 18 @ 6, 11; ABC-7 May 18 @ 6, 11 Radio News Reports—WGCU 2 stories aired 6 times each May 12, 13; WINK-AM-All News 1 story aired 2 times May 11 Submitted article to County Health Department’s newsletter; printed in LCHD Update May 12, 2006

Outreach Provide educational presentations and materials (brochures, flyers, “Designated Child Watcher Tags”, etc) • 124 parents attended Parent Water Safety Classes and Safe Pool Party and received all materials sent plus more • 200 people received education materials at YMCA Healthy Kids Day. Organize a Community Safety Event with drowning prevention education as the focus. • Safe Pool Party--May 11. It was a media event to promote water safety planning for the home. The activity was a pool party for pre-school children with 4 learning stations, plus a pre-requisite Water Safety Class for parents. • YMCA Healthy Kids Day—May 13. This was a standard health and safety fair with tables and literature passed out indoors and land-based 16

education outdoors. The focus with the Y is always water safety, but includes other healthy activities. Our land-based education station was a PFD Relay for children. It requires participating children to learn to put on a life jacket correctly, then demonstrate their skill, run in the life jacket and earns them a prize for participation. Contacts • 1000 direct • 500,000 indirect through local news media Educational Materials Distributed • 124 Designated Child Watcher Tags • 800 brochures, flyers, misc. other printed materials • 20 bingo games Educational Materials Needed • Water Safety Checklists • Bingo games and stickers • Prizes for game winners related to water safety • Tool bag of miniature water safety tools shown on Bingo game for use away from pools • Sun block samples • Break away lanyards for Designated Child Watcher tags • Paper Water Watcher Tags • Brochures in Spanish Manatee County Health Department The following includes what has been done for the campaign at Manatee County Health Department: 1. I went out on both May 11, 2006 and May 12, 2006 with the Manatee County Health Department Immunization Van. I educated 12 families and handed out brochures, bingo, drowning prevention info sheets and child watcher whistles to all. On May 12, when I was out with the immunization van, Deb Mortenson, Safe Kids Chairperson was with me for a few hours in the a.m. 2. I partnered with an RN from Manatee County Health Department who teaches health to a group of 25 teens, through the Anna Gayle Center in Palmetto. She taught them water safety, drowning prevention and how to become designated child watchers. They received handouts and whistles. 3. I partnered with the YMCA who taught drowning prevention to kindergarten and first grade children through their water safety class in the public schools. All of the rest of the bingo games, water safety sheets and brochures (in English) were distributed. 4. All of the brochures that were left, in Spanish and Creole, are being distributed through the health department at the front desk.

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5. Have been attempting contact with our local educational television station, at this point I am awaiting a response to be able to show the PSA’s on that station. 6. With our moneys from the state we are in process of printing posters. We will be putting posters in the entire Manatee County bus fleet, in both English and Spanish. They will run for 2 mos. We will also be distributing posters to the federally subsidized daycares throughout the county, with the help of Resource Connection for Kids, as well as placing them in the Health Department. The posters will be distributed to all Pediatric offices in Manatee County, rather than the day cares. We will be receiving them today, 6/21/06. So they will be placed in the buses on Sunday. I also failed to mention that we partnered with Safe Kids, and pooled our funds to do the posters and the buses. 7. Manatee County has a Children’s Summit yearly, next being August 12, 2006. I plan to hand out the remaining child watcher whistles along with any more handouts that can be supplied. The summit brings in approximately. 10,000 people. 8. I cannot comment on the PSA’s that were run on the local stations, as I don’t really watch much T.V. I did see the ad once a while back.

Marion County Health Department The paid PSA was seen several times on the ABC / Gainesville TV station. Each time the end was cut off by a paid commercial. The CBS affiliate out of Orlando is running the DOH ad and WESH, Channel 2; the NBC affiliate in Orlando did a feature piece in their evening news report on 06/14/06. Ocala Radio Stations WKTK and WSKY have been running the audios throughout the day and early evening. DOH pamphlets were distributed throughout the community to agencies providing services to children and families. An ‘opinion’ piece will be published in the Ocala Star Banner on Sunday, 06/18/06. The article was written by Mike Jordan, M.D., Director of the Marion County Children’s Alliance. An editorial on drowning prevention, written by Brad Rogers will be published as follow-up to the previous item. A local drowning prevention brochure was developed and printed with local resource information. Brochure holders were purchased by the Marion County Children’s Alliance. Both were distributed to swimming pool sales, equipment and supply stores, and sales staff was encouraged to give them to all customers. Responses from K Mart, Target and Wal-Mart are pending as to whether we can place pamphlets in the stores. Pamphlets will also be placed in the library and at the Marion County Chamber of Commerce.

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Orange County Health Department Denny’s Event. The Orange County Health Department and Safe Kids of Orange County held a Drowning Prevention Education and Awareness Day on Saturday, May 6th at Denny’s Restaurant as a kickoff to National Safe Kids Week, May 6th13th. A Press Release was sent to local media and was read on Z88.3 radio. Brochures, water watcher tags, safety checklists and bingo cards were distributed to approximately 100 parents and children during event. Media Campaign. The Orange County Health Department, Seminole County Health Department and Safe Kids partnered for a Drowning Prevention Media Campaign with Radio Disney. Throughout the month of June 120 PSAs are being aired between the hours of 6am-9pm. The following is the PSA: Swimming safety is everybody’s responsibility. So let’s review the basics. First if you have a home pool, it should be secured behind a fence with a self-closing and self-latching gate. Never leave a child alone in the pool area for any reason - even for a few seconds. Don’t let yourself get lost in a book or other activity keep a constant eye on children playing in or near your pool. Install alarms on all doors and windows leading to the pool area and keep safety equipment like poles and life preservers on both sides of the pool. Remember - to keep swimming fun, keep it safe. A message from the Orange and Seminole County Health Departments and Safe Kids. Palm Beach County Health Department Palm Beach County Health Department Community Health Division Health Promotion and Education Program Sharon Greene 1665 Palm Beach Lakes Boulevard, Suite B-900 West Palm Beach, FL 33401 561-681-2524 ext. 103 Sharon_Greene@doh.state.fl.us May 9, 2006 The first meeting with community partners to brainstorm on what drowning prevention activities could be implemented in the month of May and how best to spend the $2000 received from the Office of Injury Prevention. Attendees included David Summers, RN, CFRN, EMT-P, from St. Mary’s Pediatric Trauma Program, Gerri Penney, M.Ed., Palm Beach County Fire Rescue and Community

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Education Coordinator & Drowning Prevention Coalition Program Manager, and Anna Plotkin, Palm Beach County Drowning Prevention Coalition Coordinator. May 20, 2006 I had a table/booth at the Lantana Police Department’s annual “Public Safety Event”. The event is focused on promoting education and awareness for the residents of Lantana and surrounding communities, with an emphasis this year on preventing injuries and saving lives. I distributed 100 Water Watcher tags in English, 50 Water Watcher tags in Spanish, and 35 Water Watcher tags in Creole; 100 English/Spanish Water Safety Checklists, 50 English/Creole Water Safety Checklists, and 100 Keep Your Eye on the Kids brochures. May 22, 2006 David, Gerry and I reached consensus on using the $2000 for advertisement in the Palm Beach Post and the LaPalma (Spanish section) newspapers. I began working out the details with Tim O’Connor, the health department’s Public Information Officer. We were under a tight deadline to complete all purchases in MFMP by May 25, but we did it with the assistance of my secretary staying on top of everything. Tim and I agreed to run the “Keep Your Eyes on the Kids, Protect Children from Drowning” advertisement provided by the Office of Injury Prevention. Tim prepared the advertisement for the newspaper and added the Florida Department of Health and the Palm Beach County Health logos. The advertisements ran in the Palm Beach Post on 6/2, 6/4, 6/9, 6/11, and 6/18. The advertisements ran in the LaPalma on 6/16 and 6/23. The total amount spent was $ 1,987.92. Future Plans: During the month of July, I plan to disseminate the drowning prevention materials to David Summers for the pediatric emergency room at St. Mary’s Hospital, Gerry Penny & Anna Plotkin at the Palm Beach County Drowning Prevention Coalition, and the Palm Beach County Health Department Healthy Start Nurses to distribute to their clients during home visits. Polk County Health Department Polk County Health Department: Health Promotion & Preparedness extended an OPS staff person’s position 44 hours to assist with the drowning prevention campaign. Ten drowning prevention awareness bulletin boards were created and displayed in the various Health Department sites throughout the county. A drowning awareness message was also displayed on all Polk County staff computers, including the drain entrapment message. Drowning Prevention PSA’s were aired on the following radio stations: WTWB 1570 WWRZ THE ROSE 98.3 FM (Unable to capture the number of times)

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Aired on PGTV (3) times during the month (They chose to air the other spots, as well, lessening our specific drowning #’s.) Kindergarten Round-Up ~ Polk County Health Department: The Health Dept. provided a Kindergarten round-up event on May 13th, where school physicals were done. Brochures, checklists, and badges were provided to 60 families at the event. Healthy Start: Healthy Start staff received 300 brochures, checklists, (and badges, as appropriate), to educate new maternity clients throughout the remainder of the month. Healthy Families: Healthy Families staff educated and distributed a total of 230 brochures throughout the month to parents of children---infants through Kindergarten. Lakeland Regional Hospital---Mommy & Me Support Group: The facilitator for “Mommy and Me” (a support group for parents of children---birth through toddlers) educated approximately 25 parents with brochures, checklists, and badges during weekly support group meetings. Head Start: On 5/18, a large Head Start staff training meeting occurred, where 960 drowning prevention brochures were distributed to 15 Head Start center directors. The literature was to be distributed to families through the 15 represented centers. Polk Co. SAFE KIDS Chapter: 17 Child Watcher badges, check lists, and brochures were distributed at the Lake Wales Denny’s Restaurant/SAFE KIDS event on May 26th. Unfortunately, it was not well attended, due to poor advertising and stormy weather. City of Lakeland Aquatics Program: The “AquaFest”, City of Lakeland’s Aquatics Program event was unfortunately scheduled on June 3rd, which was past our target date. It was also a conflict for a prior commitment to the “Summer Fest”, another family oriented event, where Lou still conducted a drowning awareness activity and distributed 84 brochures on drowning awareness. Youth and Family Alternatives: Youth & Family Alternatives suffered a deadly blow, with a car crash that took the lives of a staff person and three of her children. One of the surviving children remains in critical condition, while another survived with “only” broken bones. As you may have guessed, plans for the drowning prevention campaign have taken a back burner at this time. We are looking at doing the education in June, which is far past our target date.

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Ledger Newspaper Article: The Lakeland Ledger chose to do a large feature article on drowning prevention, “Designated Watchers”, which appeared earlier than planned---May 2nd. It was a wonderful 2-page spread, and resulted in 9 individuals requesting 32 Child Watcher badges for other family members. Of course, we included brochures along with the badges. Farmer’s Market: On 5/27, Lou manned a display table at the local “Farmer’s Market”, where she provided 104 Child Watcher badges and brochures. Winter Haven Hospital: On 5/31, Lou manned a display table at the Winter Haven Hospital employee health fair. It was a very well attended event, where Lou distributed 288 Child Watcher badges and brochures. Although a few medical staff came by the table, the majority of participants who stayed for the education and badges were non-medical, and ready to learn. The Polk County Health Department conducted the above activities as part of the May 2006 CHD Drowning Awareness Campaign. Pinellas County Health Department County: Pinellas Contact Person: Wendy Loomas Telephone: 727-824-6979 Email: wendy_loomas@doh.state.fl.us Address: 205 Dr Martin Luther King Jr Street North St Petersburg, FL 33701 1. City of St. Petersburg held a grand opening of their summer pool hours at McLin Pool on May 13. The Health Department provided a display on water safety, staffed by a water safety expert from the Health Department. 300-500 people attended this event. At the table, 100-200 brochures and other DOH water safety materials were given away and education was provided to those who approached the staff. The water watcher badges provided by DOH were not used due to concerns about choking and about anyone other than the lifeguards at the event having whistles. These will be used at other events when appropriate. 2. Festival of States at Vinoy Park, also May 13. The Suncoast Safe Kids Coalition at All Children’s Hospital (Safe Kids) had a booth in the KidFest section, next to the Health Department’s booth with Radio Disney, so they shared staffing of the booths. This event is a highly popular annual event attended by well over 5,000 people. Over 500 pieces of water safety materials were handed out, by using an All Children’s Hospital goodie bag that included the DOH bingo cards, brochures, and the safety checklist. The water watcher tags were given only to parents who indicated they had pools. Additional Safe Kids water safety materials such as beach balls and other printed materials were also distributed.

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3. The local EMS agency did its annual mailing of postcards to all pool owners in the county (over 63,000), and timed it prior to Memorial Day weekend because their data shows a peak in drownings at that time. The cards offered safety tips and a free pool safety survey (sample attached). The agency director met with the Safe Kids Coordinator and the local Injury Prevention coordinator from the health department, and agreed to some ongoing water safety activities including improving the post card for next year, improving the pool safety survey, and increasing the survey’s use by more EMS staff in the field. Although the post card mailing would have happened anyway, this was a meeting will bear fruit for some time to come, and would not have happened without the impetus of this campaign. The Health Department and Safe Kids pooled their funds of $2,000 to purchase 2,100 Frisbees for future giveaways. These have proven in the past to be popular items, and the text this time included safety messages and a website for more information. See the attached letter from Safe Kids with permission to use their share of the funds in this way, and the mock-up of the imprint for the Frisbees. They will be a mix of red and purple transparent frisbees. They are scheduled to arrive by the purchasing deadline of June 22, and will be used countywide at water safety events for at least one year. Seminole County Health Department Due to my wedding and the notice of this campaign, we did not get the Drowning Awareness Campaign started until June 1st. Seminole County and Orange County pooled their money and bought $2500 of ad time, 120 - :30 second spots on Radio Disney, airtime between 6Am and 9PM. The PSA’s started on June 1st and will run through the 30th. Also, Bill Toth of Orange County was interviewed on the KidCasters Show on Water Safety, sometime in the month of June. As part of the agreement, at every function Radio Disney participates in, they hand-out the water watcher tags and brochures from the campaign in both counties. They also developed a game incorporating water safety. We are also working with local home owners associations with pools and hotels in Seminole County handing out water safety flyers to be given to all homeowners and guests. During the month of July SGTV (the local government station) will be airing a piece on water safety for the entire month. The piece was shot locally under my supervision.

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We have also paired up with Safe Kids and issued a joint press release on monitoring children near water at all times. We plan on keeping this campaign active till the end of summer as opposed to keeping to one month. If you have any questions, please call Denise Ward at 407-665-3384 Volusia County Health Department Report on Activities – May and June 2006 • On April 25, 2006- Paul Minshew, Injury Prevention Coordinator for the Volusia County Health Department met with the Volusia/Flagler Safe Kids Coalition and presented information on drowning rates in Florida and Volusia County. The Safe Kids Coalition agreed to be a partner in the local campaign and discussed special events and other ways of educating our citizens on drowning awareness and prevention, especially targeting the parents of children in the 0-4 year old age group. A local task force was set and consisted of Paul Minshew, Gloria Luther (Health Educator), Stephany Strong (Public Information Officer), Suzanne Grubbs (Env. Health Specialist), Eric Maday (Env. Health Specialist), and Robert Webster (Env. Health Specialist) from the Volusia County Health Department; Deborah Susswein (Program Coordinator) Safe Kids; Jeanne Underhill (Area Safety Leader) Denny’s Restaurants; and Patricia “Tricia” Kidron, R.N., DOH Children’s Medical Services (added to group after Tampa Training on May 17th). May 6, 2006- Participated in Family Days Safety Awareness Event held in the north parking lot of the Daytona Beach International Speedway. Water Watcher Tags and drowning prevention brochures were given to approximately 50 people out of the 800 who attended this event. May 11, 2006 – Segment for “Volusia Magazine” on the topic of Drowning Awareness and Prevention taped for local PBS affiliate by Stephany Strong, PIO, who interviewed Paul Minshew. The segment aired on May 21 and again on May 22, 2006. May 11, 2006 - PSA’s were sent to all local newspapers and television stations on drowning awareness and prevention by Stephany Strong, PIO for the Volusia County Health Department. May 16, 2006 – Paul Minshew and Deborah Susswein interviewed by Jillian Smith of HomeTown News on drowning prevention for children. Article appeared in Hometown Newspaper May 19, 2006. May 20, 2006 – Paul Minshew, Robert Webster, Jeanne Underhill, and Deborah Susswein participated in a Drowning Awareness event held at the Denny’s Restaurant located at I 95 and International Speedway Blvd. in Daytona Beach. A booth was set up with information on drowning prevention and recreational illnesses and information was given to 60 -100

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people including 35 Water Watcher tags and games. We were interviewed by a local FM station on the drowning awareness campaign. June 2, 2006 – 250 Water Watcher Tags, 100 drowning awareness brochures, and 50 games delivered to Children’s Medical Services office in Daytona Beach for their nurses to distribute through daily clinics to the parents of their clients. Information given to CMS was in 3 languages so that Spanish and Creole speaking clients could also be educated. June 13, 2006 – Training of CMS staff was conducted by Suzanne Grubbs, Deborah Susswein, and Tricia Kidron on drowning awareness and prevention as well as other programs offered by the Volusia County Health Department and Safe Kids. An additional 30 Water Watcher Tags were given to the attendees. June 15, 2006 – Water Watcher Tags and other educational materials were given to attendees at a Juneteenth event held in Daytona Beach. Stephany Strong and other employees of the Volusia County Health Department gave out approximately 75 – 100 tags and packets of information. June 15, 2006 – Pool Program Newsletter prepared by the Volusia County Health Department’s Pool team are sending 1000 copies of a newsletter that contains an article on the drowning campaign and water watcher tags written by Paul Minshew, to every licensed public pool in Volusia County. Other drowning awareness and prevention activities will continue to be done throughout the summer.

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