According to Professor Zhu Jianxing, director of Xinhua Hospital Pediatrics Department, such incidents account for 26.1 per cent of childhood deaths in China.

"The leading factor in accidental injury is the lack of safety at home and inappropriate intake of medicines," he said.

Aside from the many fatalities, large numbers of children are left permanently disabled as a result of preventable accidents, the incidence of which continues to increase in China.

There has never been a greater need for a call to action to prevent accidental childhood injury.

The increase in availability of over-the-counter medicines which, if taken improperly, put children at risk of serious long-term health problems, is a growing concern.. According to statistics from the Shanghai Red Cross, about 40 per cent of the incidences of deafness in adults can be attributed to the improper use of medicines in childhood.

"Unintentional childhood injury can be controlled and the risk factors for kids can be reduced if people are aware of the issues," Zhu said.

"However, it demands the collective efforts of parents and society as a whole," he added.

A key part of the solution is raising public awareness. Education through television, newspaper, lectures and leaflets, targeting both children and parents, has been shown to be one of the most effective methods of preventing injury.

In recent years, the issue of accidental childhood injury has attracted an increasing amount of public attention. Medical professionals are exploring more attractive and effective methods of conveying information on prevention of accidental injury to develop awareness among children of risky situations.

The National Safe Kids Campaign founded in the US in 1988, affected a 26 per cent decline in the number of fatalities resulting from accidental injury among American children aged 14 and under. The campaign earned support from a wide variety of corporations, government agencies, foundations and associations. Its varied efforts including research, the raising of public awareness, safety device distribution and the effective enforcement of laws.

Following the spread of the campaign to Canada, Australia, Germany and Japan, the Safe Kids Campaign was launched in China by Shanghai Johnson & Johnson Pharmaceuticals in 1999.

(Shanghai Star 05/29/2001)