@article{ref1,
title="Using social marketing to increase the use of helmets among bicyclists",
journal="Journal of American college health",
year="2005",
author="Ludwig, Timothy D. and Buchholz, Chris and Clarke, S. W.",
volume="54",
number="1",
pages="51-58",
abstract="In this study, the authors investigated a social marketing intervention to increase the use of bicycle helmets on a university campus in the southeastern United States. Focus groups of students developed a bicycle helmet program slogan and logo (ie, "The Grateful Head"). The authors trained student bicyclists who already used helmets (n=15) as peer agents. These agents provided bicycle helmet information and asked fellow bicyclists to sign a pledge card to wear a helmet. They gave a coupon for a free helmet to those who pledged to wear a helmet. The authors received a total of 379 pledge cards and distributed 259 helmets. Bicycle helmet use rose from a baseline mean of 27.6% to a mean of 49.3% by the last week of the intervention.",
language="",
issn="0744-8481",
doi="",
url="http://dx.doi.org/"
}