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• Injury deals with physical harm or
  damage to a person or property. Unjust
  treatment; violation of rights; offense.
• Intentional – results from interpersonal
  or self-inflicted violence
     • Includes homicide, assaults, suicide, suicide
       attempts, elder and child abuse, domestic
        – Categories of violent acts – war, terrorism,
          workplace violence, domestic violence, cultural
          violence, racial violence, assault

• Unintentional – results from such
  causes as motor vehicle crashes, falls,
  fires, poisonings, drownings
            Incidence Rates
• Total unintentional injury and adverse related
   – 1996 = 94,948
   – 1995 = 93,320
   – 1994 = 91,437

• Total overall injury and adverse related deaths
   – 1996 = 150,298
   – 1995 = 150,809
   – 1994 = 150,940
           Diffusion Rate

• Not really applicable in this category.
   Regional Area Specificity
• Pandemic
   Life Cycle & Reparability
• Injuries vary – they last short-term,
  long-term, or the victim’s entire life.

• Some injuries are easy to recover from
  and others take a great deal of time and
  effort from the victim. In other cases,
  the victims never recover.
        Social Meanings
• In most occasions, victims receive

• However, sometimes experience victim
  blaming because our society believes
  that they were not cautious enough.
      Channel of Infection
• Some intentional injuries can be
  associated with the environment in
  which the assailant and victim live.

• Many unintentional injuries occur in
  circumstances outside of the victim’s
 Unique Selling Proposition &
    Positioning Statement
• Injury is the leading cause of death and disability
  among children and young adults in the USA.

• Motor-vehicle crashes cause more deaths among
  people aged 1 to 64 than any other type of injury.

• Homicide is the second leading cause of death for
  people aged 15 to 24 and the leading cause of death
  for African-American males aged 15 to 34.
• The general population but children,
  minorities, and the elderly are
  especially at risk for injury.
• Laws and regulations regarding injuries are
  not strict enough or not enforced well.

• Our society has become increasingly violent –
  some say it has to do with the improper
  environment in which children are raised

• In unintentional injuries, a lack of safe guards
  and education may be playing a role.
      Product Line: Width
• Injury is a serious public health
  problem because of its impact on the
  health   of    Americans,     including
  premature death, disability, and the
  burden on our health care system.
      Product Line: Depth
• Injury prevention programs geared
  towards the general public, especially
  those at high risk.
        Product Line: Diversity
• Injury prevention strategies focus primarily on
  environmental design (e.g., road construction that
  permits optimum visibility), product design, human
  behavior, education, and legislative and regulatory
  requirements   that support environmental and
  behavioral change. Media advocacy and mass media
  campaigns geared towards the general public.

• Public health efforts to prevent injuries have been highly
  successful. For example, 240,000 lives were saved
  between 1966 and 1990 because of improved motor-
  vehicle and highway design, increased use of safety belts
  and motorcycle helmets, and enforcement of laws
  regarding drinking and driving and speeding.
• This classification continues to overload
  media headlines (especially in larger
  cities) describing the latest crimes,
  assaults, and etc.
       Channels of Change
• Mass media campaigns combined with
  interpersonal communication.

• Media advocacy campaigns.

• Environmental design alterations.