Strategic Initiatives

1. Strategic Initiatives

2. FY 13 Principal Strategies • Teen Driving • Distracted Driving • Rx Overdoses • Volunteers

3. FY 13 Principal Strategies Teen Driving • Coalitions: Improve coalition performance and outcomes; document value of coalitions; expand survivor advocate impact. • Legislation: Target Ohio and Texas for GDL legislative improvements. • Parent Education • Reach and convert 500k uninvolved or uninformed parents to participants/coaches. • Use primarily social media strategies to reach and engage parents. • Measure involvement and behavior change. • Expand donor base.

4. DesiredParent Behavior Changes • More practice driving before and after licensing. • Become more involved in teens’ learn-to-drive process and exert more influence in the situations in which newly-licensed teens are allowed to drive. • Manage teens’ exposures to the key risks by establishing ground rules and agreements, then enforcing consistently through ages 16 & 17. • Passengers, night driving, cell phone use and texting, safety belt use, alcohol use, access to vehicle, practice commitment of parent and teen, gradual expansion of privileges • Practice the specific driving skill issues that contribute to the most crashes (hazard scanning and driving too fast for conditions).

5. Campaign Strategy • Use short messages and videos; lesser reliance on reading. • Use research to guide messaging. Educate humorously; don’t recite facts or preach how to parent. • Use parents and teens to communicate with parents, rather than authority figures like NSC. • Use social media strategies to encourage parents to share content virally. Socialize messages among parents, especially mothers. • Provide specific how-to for parents in practice driving. What to practice, when and how. • Engage corporate partners to share the content with their customers and employees. • Expand reach through private and public sector organizations – associations, schools, state licensing agencies, PTAs, churches,

6. Social Media StrategyKey Considerations

7. Campaign Elements • Website with videos, online forums for parents to share ideas and experiences, coaching tips and tools. • Videos using several different genres – parents of victims, teens, comedy role play, animations.

8. Campaign Elements • Mobile app to access the videos, coaching tips and resources.

9. Campaign Elements • Weekly text messages: Parents can opt in to receive weekly coaching tips via social media (text, Twitter, Facebook, etc.). Typical text message coaching tips: As your teen learns to drive, mistakes will happen. They are part of learning, so stay positive and calm. Always praise correct driving behaviors. For more coaching tips, visit driveithome.org/coach. How is your teen doing at pulling away after a stop? When proceeding from a stop, look left, then front (straight ahead), then right before proceeding. For more coaching tips, visit driveithome.org/coach. What kind of car is your teen driving? Mid- and full-size sedans with smaller engines and airbags are safest for teen drivers. Small trucks and SUVs are more prone to roll-overs. High performance cars may encourage teens to drive too fast. For more coaching tips, visit driveithome.org/coach.

10. Campaign Elements • Support blogger communities: Reach mommy bloggers and others to share content.

11. Campaign Elements • Broaden NSC social network presence. • Expand target audiences to include dads, teens, teachers, coaches, grandparents. • Integrate Drive it Home media into NSC Facebook and other existing NSC social media. • Activate campaign messages through new channels like Pinterest, Instagram, Flickr. • Create tools that can be shared across multiple media, including e-cards, posters, audio messages, etc.

12. Campaign Elements • DVDs of videos and other content for distribution by partners. • Corporate partners provide financial resources to NSC to build and execute the campaign with significant brand visibiilty. • Provide co-branded videos, DVDs, app and other tools to employees and customers. • Use the campaign messaging to explain the issue to employees and what they can do to make their teens safer. • Promote the Drive it Home website to push parents into the site to view videos, participate in forums, join social networks, sign up for weekly text messages, etc. • Use employers’ internal communications and social media channels to share messaging, videos with employees.

13. Campaign Elements • Communications /Media/Public Visibility • Multi-city late summer public launch (funded by The Allstate Foundation) with media outreach, SMTs and community events in 14 Allstate regions. • NSC member outreach with free resources and options for corporate co-branding. • Execution of specific corporate partner communication needs, particularly for outreach to their customers and public.

14. FY 13 Principal Strategies Distracted Driving • Increase focus on employers adopting distracted driving policies; achieve 5 million covered by policies. • Consider Federal and State legislative strategies and options post-election; opportunistic on state legislation. • Drive regulatory advocacy related to under-reporting, in-vehicle guidelines. • Continue to push for research on cognitive distraction.

15. FY 13 Principal Strategies Rx Overdoses • Prescription drug overdose is now the single leading cause of unintentional injury death in America. An estimated 26,000 people died in 2008. There were 306,000 hospital admissions for opioid-related health issues and “injuries”. It is not clear how many of these ultimately became fatalities. • Unintentional drug overdose mortality is directly related to the sale and dispensing of opioid painkillers. • FY 13 Focus: Develop advocacy strategies, align partners on strategies, hire leader, select first target state(s).

16. States with High Opioid Sales Have High Overdose Death RatesDrug overdose death rate in 2008 andopioid pain reliever sales rate in 2010 Kg of opioid pain relievers used per 10,000 Age-adjusted rate per 100,000 National Vital Statistics System, 2008; Automated Reports Consolidated Orders System (2010)

17. State Coalition Strategy Convene high-level taskforce in five target states and build these state programs in years 1-2. This approach is modeled after a similar strategy that was undertaken in Utah. 10 -15 state policy and decision makers (Attorney General’s office, Health Department, State licensing and Disciplinary boards, Legislators, Mental Health/Substance Abuse Agency, state medical professional associations, state hospital associations, treatment community, law enforcement, etc.) Develop State Work plan to Address Prescription Overdose Regulatory and legislative review Advocacy plan for any needed legislative and funding change Prescriber education and public education Convene Stakeholder Forum to build support and buy in for work plan. Document results and expand programs to other states in years 3-5. Proposed NSC Strategies – Rx Overdoses

18. Advocate for State Regulations and Laws Expanded legal/regulatory action on prescribers who operate outside of the range of clinically accepted practice Change prescriber behavior to increase use of Prescription Drug Monitoring Programs (PDMPs). These are state databases/web sites that report every person’s prescription history and are proven effective in increasing patient prescription use and reduce potential overdose risk. Many states currently have PDMPs, but they are not widely used. Introduce better clinical management of drug seeking patients 1) guidelines for emergency room physicians, 2) use of consistent care best practices, and 3) patient review and restriction programs. Tighten rules for the writing of prescriptions and pain-treatment plans. Penalize doctors who over-prescribe painkillers. Require doctors to use electronic or counterfeit-proof prescription pads. Require wholesalers who sell controlled substances to pharmacies to report distribution data to the state (tightening the oversight of the supply chain between wholesalers and retailers). Proposed NSC Strategies – Rx Overdoses

19. Community Outreach Use the Project Lazarus model to expand community-based programs. Project Lazarus is a community mobilization strategy, developed in Wilkes County, NC, that includes community education, surveillance of drug prescription and use, develop community prescription disposal programs, rescue/treatment for addicted people, and program evaluation. Proposed NSC Strategies – Rx Overdoses

20. Employer Education Develop strategies for employers that go beyond education to include best practice evidence-based solutions, including policies, drug testing, employee evaluations and treatment. Public Education Develop public education campaign in target states, modeled after successful “Use Only As Directed” campaign in Utah, focused on Safe Use. Proper Medication Disposal Awareness of, and access to, treatment Proposed NSC Strategies – Rx Overdoses

21. FY 13 Principal Strategies Research • Build/expand program evaluation capability, currently focused on Safe Communities, Parent Education. • Examine value of logic models, surveys, program evaluations for other NSC products and programs. • Improve lives saved models with some models focused on NSC actions and others on moving the needle on national injury/fatality data. • Support advocacy with research and statistical expertise. • Conduct contract research.

22. FY 13 Principal Strategies Volunteers • Build more effective advocacy network in states to support chapters using state coalitions, grassroots advocacy processes, Board involvement and member outreach. • Focus volunteer advocacy and state legislative lobbying for GDL in Ohio and Texas.

23. Proposed Public Policy –Support of Stable Funding for OSHA The National Safety Council supports stable funding for the Occupational Safety and Health Administration (OSHA) that adequately funds all the agency’s key functions, including compliance assistance and support to companies striving for safety excellence, the timely promulgation of regulations to protect America’s workers, and enforcement actions against companies that fail to comply with OSHA standards. NSC urges Congress and the executive branch to adequately fund all of the agency’s core functions in their annual appropriations bills and proposed budgets.

24. Proposed Public Policy The National Safety Council supports stable funding for the Occupational Safety and Health Administration (OSHA) that adequately funds all the agency’s key functions, including compliance assistance and support to companies striving for safety excellence, the timely promulgation of regulations to protect America’s workers, and enforcement actions against companies that fail to comply with OSHA standards. NSC urges Congress and the executive branch to adequately fund all of the agency’s core functions in their annual appropriations bills and proposed budgets.

25. Proposed Public Policy PROS • A balanced approach to funding helps enable long-term planning and program continuity. • Stable funding allows OSHA serve all elements of its OSH Act mandate. • Stable funding helps companies seeking a Journey to Safety Excellence to receive consultation while allowing OSHA to target companies that disregard workplace safety. • A balanced approach will allow OSHA to have a significant impact in saving lives and preventing injuries. • NSC can serve as an honest broker, balancing all needs and activities of the agency.

26. Proposed Public Policy CONS • Stable funding is a difficult request in the present political climate and current era of budget cuts. • NSC may find itself at odds with some business organizations that prefer a greater emphasis on compliance assistance and a lesser focus on enforcement efforts and rulemaking. • NSC may find itself at odds with some labor organizations that prefer a greater focus on enforcement and rulemaking over compliance assistance.