©2006 Society for Public Health Education Objective: To assess childhood

injury risk and parents ’ injury inter-ests, and the association between the two. Method: A cross-sectional computer and telephone survey was conducted as part of a randomized controlled trial. The authors enrolled parents of children being seen at an urban pediatric primary care practice and measured selected injury knowl-edge, beliefs and safety practices. Parents were asked to select two of four topics of interest and recom-mendations regarding them were included in a computer-tailored report. Results: Participants (N = 105) were assessed as being at risk for all four areas: poisoning (88%), fires (85%), falls (55%), and car crashes (18%). Parents were interested in poisoning (81%) and car crashes (49%); their interests were unrelated to child’s assessed risk. Conclusion: Soliciting parents ’ interests prior to counseling may help to identify priority areas for counseling as well as dispel myths and unfounded fears regarding childhood injury risks