October Named National Helmet Safety Month

Prudential HealthCare and the Brain Injury Association Launch National Helmet Safety Campaign; Helmet Discount Program, PSAs and Local Events Key Elements

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NEW YORK, Sept. 24, 1997 -- A helmet safety research analysis released today concludes that one death each day and one brain injury every four minutes could be prevented or reduced by wearing bike helmets. In addition, fewer than 15 percent of children and adolescents wear helmets regularly. In response, Prudential HealthCare(sm) and the Brain Injury Association have joined to raise public awareness on the importance of consistent helmet use when biking or skating, and have named October National Helmet Safety Month.

"As the trend of biking and in-line skating continues to grow in popularity, parents like myself need to get involved and encourage their children to wear helmets," said Teri Garr, actress/mother and spokesperson for the "Gear Up for Helmet Safety" campaign. "We want to make it fun for kids to 'gear up' before they bike or skate and make it easy and affordable for parents to buy helmets." As part of the campaign, Prudential HealthCare is offering Troxel(R) helmets at reduced prices via a toll-free number: 1-800-MY-HEALTH.

"This special offer gives a product discount to anyone who calls our toll- free number, not just members of our health plans," said Doug Kronenberg, vice president of Marketing for Prudential HealthCare. "Our helmet discount program is part of a new national effort underway that is based on responding to consumer needs for real, actionable programs that benefit members as well as the communities we serve."

HEADED FOR ACTION

As part of the "Gear Up for Helmet Safety" campaign, Prudential HealthCare and the Brain Injury Association are sponsoring nationwide helmet safety public service announcements featuring Teri Garr. Also planned are National Helmet Safety Month events in cities across the country including Atlanta, Houston, Jacksonville, Fla., Miami, and Jersey City, N.J. At the free events, Prudential HealthCare "Wheel Warriors" -- featuring Team GT exhibition bikers -- will show the audience that safety on wheels is cool. Program mascot, "Helmutt," a helmet-wearing, shaggy dog will appear at each event to help children of all ages become an official "Wheel Warrior" by passing a helmet safety check-up.

"Children learn by example -- both from their parents and peers," continued Kronenberg. "It's critical that we teach our children that wearing a helmet every time they bike or skate is smart and 'cool.'"

RESEARCH SHOWS HELMETS SAVE CHILDREN'S LIVES

To lay the groundwork for this national public safety initiative, Prudential HealthCare and the Brain Injury Association condensed critical research conducted by injury prevention and safety authorities into an easily referenced White Paper on helmet safety.

The research analysis showed more than 600,000 documented emergency room visits each year were due to bicycle- and in-line skating-related injuries. Kids are particularly at-risk: one study showed 41 percent of brain injury deaths and 76 percent of brain injuries from bicycling occurred among children younger than 15. While helmets can be credited with preventing 88 percent of brain injuries, fewer than one-fifth of bikers and in-line skaters wear their helmets.

"These numbers are staggering. This is a growing problem that needlessly endangers children's lives, and yet, it is preventable," said Dr. Gregory O'Shanick, national medical director of the Brain Injury Association. "Convincing consumers of the real need to wear a helmet can save lives."

MAKING HELMET SAFETY MONTH OFFICIAL

On September 16, a Steering Committee of injury prevention experts and citizen advocates assembled to review the Helmet Safety White Paper, listen to public commentary and "steer" formal recommendations to increase helmet use in the United States. Committee members represented such organizations as the World Health Organization, Harborview Medical Center and Prudential HealthCare.

Along with the Steering Committee, campaign organizers enlisted governmental support. For example, Tipper Gore endorsed the program through a formal letter of recognition. And, in letters to their colleagues, U.S. Representative Tillie Fowler (Jacksonville, Fla.) and Senator Frank Lautenberg (New Jersey) solicited Congressional support for the safety campaign.

Headquartered in Roseland, N.J., Prudential HealthCare is a business unit of The Prudential Insurance Company of America. It administers managed health care benefits plans in more than 40 major metropolitan areas nationwide, serving approximately 4.7 million members. Prudential HealthCare also offers a variety of other employee benefit products and services, including dental, managed specialty and traditional health. Additional information on Prudential HealthCare is available on the Internet at http://www.prudential.com/healthcare.

Since its inception in 1980, the Brain Injury Association (BIA) has promoted awareness, understanding and prevention of brain injury through education, advocacy, research and community support services that lead toward reduced incidence and improved outcomes for children and adults with brain injury. The diversity of its activities has positioned the Brain Injury Association as an internationally recognized leader in the field. BIA strives to incorporate its mission into programs and projects benefiting each segment of its constituency.

Complete references for all survey information cited are available in "Helmet Safety for Bicyclists and In-Line Skaters" a White Paper on helmet safety prepared by Prudential HealthCare and the Brain Injury Association.

Prudential HealthCare is a brand name for certain of the employee benefit products underwritten by The Prudential Insurance Company of America and its subsidiaries, Prudential Health Care Plan, Inc., Prudential Health Care Plan of California, Inc., Prudential Health Care Plan of Connecticut, Inc., Prudential Health Care Plan of Georgia, Inc., Prudential Health Care Plan of New York, Inc., Prudential Dental Maintenance Organization, Inc., and for the business unit that administers them. The subsidiaries are solely responsible for their own financial condition and contractual obligations. The Prudential Insurance Company of America, Prudential Plaza, Newark, N.J. 07102 (N97-798).

CONTACT: Julie Mandell, Prudential HealthCare, 973-802-4884 or Kirsten Allen, Ketchum Public Relations, 404-877-1813