Carolyn Anderson and Sue DeLoretto-Rabe presented this at CPSC's ATV Safety Summit Oct. 12, 2012. Concerned Families for ATV safety was established in 2005 by three mothers who have lost a child due to an All Terrain Vehicle (ATV) accident. Our non-profit organization provides support to survivors who have suffered injuries or lives due to ATVs. The organization also works to raise awareness of the need for stricter safety standards that will enforce existing laws and keep children under the age of 16 from riding or driving ATVs. Our organization has grown into a network of parents worldwide who have come together as a unit to provide support and safety education in the form of advocacy kits, news broadcasts, research projects and medical statistics. We all share the same goal to protect children and educate parents of the dangers ATV's pose to children under the age of 16. We would like to speak on the topic of Consumer Awareness. We have gotten so many emails from parents AFTER their child has died that always say the same thing, "If only I had known." We plan to show how the message just isn't getting out clearly, not just to the consumers, but the entire public.

1. Concerned Families for ATV Safety
United to prevent child ATV death and injury
Consumer Awareness
Presented By
Carolyn Anderson & Sue DeLoretto-Rabe
Cofounders

2. WHO WE ARE…
• What we have learned through the years
• "If Only I Had Known“
• In the past 10 years the number of CHILDREN KILLED
or Injured in ATV crashes has DOUBLED!
(Jeffrey R. Sawyer, MD, Age-Related Patterns of Spine Injury in Children Involved in All-Terrain
Vehicle Accidents. In Journal of Pediatric Orthopedics)
• The ATV Manufactures say there's been a decline in
the INJURY RATE as there are more ATV's in use. This
places the importance on ATV'S, not on children.

3. Parents want to love and protect their
children, most don't understand
the dangers of ATV's.

4. OBSTACLES
TO REDUCING DEATHS & INJURIES
MIXED MESSAGING- A BIG PROBLEM:
• Industry sponsored
training and educational
materials
• Carol Keezer goes to
SVIA/4H training session
for 10-12 year olds in
Defiance, Ohio.

5. OBSTACLES
TO REDUCING DEATHS & INJURIES
MIXED MESSAGING- A BIG PROBLEM:
• Industry blames rider
behavior for deaths and
injuries.
• “The majority of ATV-
related accidents and
fatalities involve
behaviors that the
industry warns against in
all its LITERATURE, and
on-vehicle LABELS.” SVIA
Press Release, Special
Report 2007)

6. A.T.V Safety Activity Book

7. OBSTACLES
TO REDUCING DEATHS & INJURIES
SIZE MATTERS
• In a study published in "Almost every time you
Neurosurg Focus, the read about young
team concluded that teenagers getting hurt
size matters: young on ATVs, they're riding
riders all too often larger, faster models
aren’t big enough or intended for adults,"
strong enough to control says Roy
an ATV designed for an Watson, general
adult. manager of the legal
department for Yamaha
Motor Corp.

8. INDUSTRY REJECTS UPPER SPEED
LIMITS FOR ADULT MODELS
• CPSC data has never JOINT COMMENTS OF
shown a significant AMERICAN HONDA
MOTOR CO., INC.,
correlation between high AMERICAN SUZUKI MOTOR
speed per se and ATV CORPORATION, ARCTIC CAT
accidents.) INC., BOMBARDIER
RECREATIONAL PRODUCTS
• Attempting to establish a INC., KAWASAKI MOTORS
limit on the maximum CORP., U.S.A., POLARIS
INDUSTRIES INC., and
speed of adult-sized YAMAHA MOTOR
ATV's would be CORPORATION, U.S.A.
counterintuitive.
Then WHY is SPEED the entire focus of
the new standard for children?

9. “ATV makers have long wanted to break
free from what Roger Hagie, a spokesman
for Kawasaki Motors Corp. USA, calls, “THE Industry crafted standards
TYRANNY OF AGE AND SIZE RESTRICTION." that now define youth
David Murray, an attorney who represents sized ATV's by their
Yamaha, says the industry suggested maximum speeds, rather
transitional ATVs to the CPSC in the late than by engine size
1990s, but the agency, then under
Democratic leadership, rebuffed the idea.

10. ENTICEMENT
Polaris donates $100,000 in ATVs to youth camps
• Polaris can “ENTICE” a new generation into the
power sports community while providing a
great experience for thousands of young
people.” said Scott Wine, Polaris CEO.
• Polaris vehicles available to camp visitors at
both camps include the Phoenix 200, the
Sportsman 500 H.O., and the Sportsman 550.
WHAT CAN BE DONE…..?

11. SOLUTIONS
TO THE DEATH AND INJURY PROBLEM
• WHY is it that most people have NO IDEA of
the Dangers ATV's pose to Children under the
age of 16?
• “IF ONLY I HAD KNOWN”
Most common thing we hear from parents AFTER their child
is injured or dead. If you don’t ride you don’t know.
• THIS NEEDS TO BECOME COMMON
KNOWLEDGE TO EVERYONE EVERYWHERE!

12. COMMON KNOWLEDGE
We ALL KNOW :
• You shouldn't drink and drive, you shouldn't
text and drive. Smoking can cause cancer ( lady
with the hole in her throat), Drugs can kill your
brain (fried egg in pan). You need to buckle
your seat belt before you drive a car, you should
always wear a helmet when riding a bicycle, you
need to make sure your child is in a proper
safety restraint when in a car….
• BUT WHAT ABOUT ATV’s?
(Most people have no idea, unless they are users)

13. MORE SAFETY MESSAGING and LESS
RISKY BEHAVIOR PROMOTED
( Should be in the Dealerships as well as Magazines, TV commercials, Posters etc..)
Let's be clear about
this: Advertising DOES influence
behavior. That is what it's
supposed to do. At least good
advertising does ("good", from
the advertiser’s perspective).
They try to put the image in
YOUR mind that YOU will be
doing all the fun-looking activities
shown in their ads, just by buying
their product.
~John Mianowski

14. Safety Advertising by the Industry
Labeling ISN'T Sufficient and ISN'T Effective! Other industries don’t get away
with warning labels as their only safety factor, so why should the ATV Industry?
Critics say the ATV
warnings are unusually
sweeping and can be
ambiguous, advising
against things such as:
“EXCESSIVE” speed or hills
that are “TOO STEEP . . . for
your ABITLITIES.”
The labels give us the defense that, ‘Hey, we told you,”
said Doug Somers, a former Honda corporate attorney

15. TRUTH IN ADVERTISING:
CONSISTENT AND CONCISE
BOLD PRINT THAT CAN BE SEEN that WARNS about the
RISKS TO CHILDREN. Including Recent Death and Injury totals.

16. Public Service Announcements
(PSA's) in EVERY STATE:
• Showing the dangers ATV’s can pose to
Children.
• Not only from the medical societies, but by
the ATV Industry

18. POINT OF SALE INFORMATION
( signs in dealerships)
• People should be told
VERBALY and VISUALLY
when LOOKING for an ATV,
BEFORE they decide to BUY,
about the possible risks
ATV's can cause to children
under age 16.
• Most all of the material is
given out AFTER or during
the point of sale, AFTER the
customer has already made
their decision to buy.
• Once they decide to buy,
it's too late!

19. BLAMING IS NOT A SOLUTION
Reckless riding is only one part of the problem.
Manufactures shift safety debate from ride to rider
• Pointing fingers at the parents and
BLAMING them for their child's death
• Saying an accident occurred because
of “Rider Behavior,” is called BLAME
Honda’s safety slogan
How would their customers feel about being called “STUPID?”
( what about the firefighters, farmers, rescue workers doing
their daily jobs?) Are they “STUPID” when that crash occurs?
None of this has proven to be helpful for the 30 or more years
the ATV INDUSTRY has used it!

20. CLOSING STATEMENT
• In 30 years there has been NO MEANINGFUL CHANGES.
• We continue to allow the ATV Industry to ignore the medical and
engineering research done on ATV’s.
• Things have gone in the OPPOSITE DIRECTION
• BIGGER AND FASTER MACHINES (dropping engine size, going with
speed and best fit for youth models, making seats larger allowing
passengers, and doing NOTHING about the STABILITY of the
machines).
• DEATHS AND INJURIES ARE STILL IN RECORD NUMBERS
From 1982 through 2010, CPSC staff received reports of
2,775 ATV-related fatalities that were children younger
than 16 years of age. This represents 25 percent of the
11,001 total number of reported ATV-related fatalities.

21. CONCLUSION
• The ATV Industry needs to STOP ENTICING CHILDREN into
ATV use, and BLAMING RIDER BEHAVIORS without SOLVING
the SAFETY ISSUES that need to be addressed.
• This needs to become MORE about Saving Lives and LESS
about Making Money!
IT'S TIME FOR REAL MEANINGFUL AND MANDATORY
CHANGES THAT WILL HELP SAVE CHILDREN FROM DEATH
AND LIFE THREATENING INJURIES.