Characterizing caregiver attitudes to optimize pediatric vehicular heatstroke campaigns

Since 1998; approximately 1,000 US children have died due to pediatric vehicular heatstroke (PVH; i.e., children overheating in vehicles). As the frequency of cases have largely remained unchanged over time, there is a need for novel research that can inform effective PVH prevention efforts, such as awareness campaigns. The objective of this project was to characterize caregivers' opinions about existing PVH campaigns and thoughts about what future campaigns should look like.

We conducted 4 virtual focus groups (16 participants total). Groups discussed broad childhood injury topics, as well as PVH. Groups also viewed existing communication campaigns for a variety of injury topics and provided their perspectives on what future campaigns focused on PVH should contain. All focus groups were recorded, transcribed, and de-identified. Two independent coders reviewed and coded transcripts, which were developed and applied using a directed-content approach. We then created code summaries, which were used to develop themes.

Themes were: (1) PVH differs from other injuries, (2) Campaigns should be short, educational, practical, and include diverse populations/subjects, and (3) Campaigns should be placed where caregivers are with their children. Caregivers acknowledged they were misinformed about their PVH risk; providing them with real-world statistics changed their views about if they should adopt preventative actions. Participants voiced communicating this risk to caregivers with actions they can take to reduce their risk in future campaigns is important to promote widespread adoption of preventative measures.

Based on results, we recommend future campaigns consider the IDEA framework when developing novel PVH campaigns.