Bicycle Helmets: Still the Way to Go
From Spring 1996Volume III, Number 1
The fall 1994 issue of Building Bridges
included the history of a coalition that passed a mandatory bicycle helmet
law in Oregon and promoted compliance with the new law.
Kaiser Permanente's Northwest Region played an integral role in this effort.
Dr. Mark Tochen, a Kaiser Permanente pediatrician, testified on behalf of
the legislation. After the law was passed, Kaiser Permanente contributed
its unique strengths to educate the public about the law and supply bicycle
helmets to those who could not afford them. Kaiser Permanente's pediatricians
were already writing prescriptions allowing children to purchase low-cost
helmets from the HMO's pharmacies. Helmets were also sold to the public
at cost the week the Oregon law went into effect. The Northwest Region expanded
these efforts with a $45,000 grant from the Kaiser Permanente home office
allowing them to purchase and distribute helmets to low-income children.
Existing partnerships with schools helped Kaiser Permanente identify children
in need of free helmets.
As one of the oldest managed care organizations in the nation, Kaiser Permanente
recognized the importance of promoting bicycle helmets to the entire community.
Mary Strebig, community relations manager, says, "We realize that there
is a community component to injury. We considered keeping our campaign internal,
but recognized that it would be more effective if it was communitywide."
To this end, Kaiser Permanente staff joined police, firefighters, and others
in volunteering at bicycle rodeos. The coalition also makes bulk purchases
of inexpensive helmets from the HMOs, which are stored in their warehouses
until they can be distributed. One of the stars of the bicycle helmet program
is "Evel the Weevil," a big green bug from the Kaiser Permanente
children's health education theater program. Evel's picture decorates the
sides of over 40 medical supply vehicles, bringing this message to the streets
and interstates of the Pacific Northwest: "Bike helmets save lives.
Wear one every time you ride."
For more information about Kaiser Permanente's programs, contact Mary Strebig, Community Relations Manager, 500 N.E. Multnomah Street, Suite 100, Portland, OR 97237. Phone (503) 813-4824.
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Revised: October 22, 1996
