Diffusion of Innovation (DOI) Theory, developed by E.M. Rogers in 1962, is one of the oldest social science theories. It originated in communication to explain how, over time, an idea or product gains momentum and diffuses (or spreads) through a specific population or social system. The end result of this diffusion is that people, as part of a social system, adopt a new idea, behavior, or product. Adoption means that a person does something differently than what they had previously (i.e., purchase or use a new product, acquire and perform a new behavior, etc.). The key to adoption is that the person must perceive the idea, behavior, or product as new or innovative. It is through this that diffusion is possible. The Diffusion of Innovation Theory (DIT) can explain effective community-based interventions for the prevention of injuries and/or disease infections. Community-based interventions refer to multicomponent interventions that generally combine individual and environmental change strategies across multiple settings aiming to prevent dysfunction and to promote well-being among population groups in a defined local community. Many research articles have talked about community-based intervention as a way of guiding promising ideas for the reduction of child and adolescent unintentional injuries (Klessen, Moher, Walker & Jones, 2000). For example, brief community-based education directing parents’ practice of childhood safety can improve safe behaviors (Mock, Arreola-Risa, Trevino-Perez, Almazan-Saavedra 2003). This study indicated community-based approaches as effective measure, while increasing some safety practices, such as bicycle helmet use and car seat use among children.
Mock, C., Arreola-Risa, C., Trevino-Perez, R., Almazan-Saavedra, V., & al, e. (2003). Injury prevention counseling to improve safety practices by parents in Mexico. World Health Organization. Bulletin of the World Health Organization, 81(8), 591-8. Retrieved from http://search.proquest.com/docview/229541015?accountid=14872
Klassen, T. P., J, M. M., Moher, D., Walker, A., & Jones, A. L. (2000). Community-based injury prevention interventions. The Future of Children, 10(1), 83-110. Retrieved from http://search.proquest.com/docview/222315121
