Press releases

Released March 2, 1999
Yale-New Haven Children's Hospital news release

"Now I Know Better" Expands through Guida Milk-NBC 30 Public Service Campaign

For more information, call 203-688-2488 or E-mail Ken Best

A statewide campaign to keep Connecticut's children safe was announced today by Guida Milk and Ice Cream Company, NBC 30 and Yale-New Haven Children's Hospital.

Beginning today and continuing through the fall, safety messages will appear throughout the day on NBC 30 and on the side panels of Guida milk cartons. The safety messages are from the Yale-New Haven Children's Hospital program, based on the book Now I Know Better: Kids Tell Kids about Safety.

As part of the program, children will be asked to write down a brief description of an accident that happened to them and ways they think other kids could avoid the same accident. By having children talk to each other about safety, combined with safety advice from parents, the aim is to cut down on the number of injuries to Connecticut children.

One out of every four children ages 14 and under sustain injuries serious enough to require medical attention each year in the U.S., according to a 1997 report, "Child and Adolescent Emergency Department Visit Databook", published by the Department of Health and Human Services. That translates into 39,000 children per day, or 14 million injured children annually. The report said 34 percent of all emergency department visits involve children and adolescents. On average, a child or adolescent visits an ER every second. Of all child and adolescent visits, 43 percent were injury-related.

"Every parent and caregiver knows a child's safety is often in the youngster's own hands. Our experience is that letting another kid explain the consequences of a bad decision often captures their attention better than a warning from an adult," noted Dr. Doug Baker, director of pediatric emergency services at Yale-New Haven Children's Hospital.

An essay contest which resulted in the first edition of Now I Know Better: Kids Tell Kids about Safety, drew 700 entries. The second volume of the book, which will be published later this year, has drawn 1,200 entries.

"This tremendous response to this very important program makes today's announcement even more exciting for those of us here at Yale-New Haven Children's Hospital," said Joseph A. Zaccagnino, president and chief executive officer of Yale-New Haven Children's Hospital. "Through a partnership between Guida Milk and Ice Cream Company and NBC 30, the "Now I Know Better" message of children's safety will be reaching an even wider audience throughout Connecticut during the spring and summer."

"As a father of young children, their safety is my most important concern, as I'm sure it is with most parents," said Tom O'Brien, president and general manager of NBC 30. "If this program can prevent one child from getting hurt, we will have been successful."

"Our company has a long history supporting programs and activities that help children especially," said Al Guida, president and chief executive officer of New Britain-based Guild Milk and Ice Cream Company. "We are extremely proud to support this impressive safety program by the Yale-New Haven Children's Hospital by including their invaluable safety tips on our cartons of milk."

"Now I Know Better" is an award-winning program of Yale New Haven Health System and Yale-New Haven Children's Hospital based on the book, Now I Know Better: Kids Tell Kids about Safety. The book, published in 1996, was distributed free to schools and pediatricians throughout Connecticut. A national edition of the book also was published by Millbrook Press. A videotape based on the book was broadcast on Connecticut Public Television in June 1998. The program includes a classroom presentation by medical staff from Yale-New Haven Children's Hospital. The second edition of Now I Know Better is planned for publication sometime in the fall.

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