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Infant Safe Sleep Campaign January 2014. Janice A. Freedman, MPH, Executive Director T ania Connaughton-Espino, MPH Infant Safe Sleep Coordinator. Healthy North Carolina 2020 Maternal and Child Health Goals. Reduce infant mortality rate to 6.3 per 1,000 live births

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Infant safe sleep campaign january 2014

Infant Safe Sleep CampaignJanuary 2014

Janice A. Freedman, MPH, Executive Director

Tania Connaughton-Espino, MPH

Infant Safe Sleep Coordinator

Healthy north carolina 2020 maternal and child health goals
Healthy North Carolina 2020Maternal and Child Health Goals

  • Reduce infant mortality rate to 6.3 per 1,000 live births

  • Reduce the infant mortality racial disparity between whites and African Americans to 1.92

  • Reduce the percentage of woman who smoke during pregnancy to 6.8% •

North carolina healthy start foundation
North Carolina Healthy Start Foundation

Mission: To eliminate preventable infant death and illness in North Carolina

  • Statewide, private nonprofit established in 1990

  • Long history of creating and conducting on-going public education campaigns in English and Spanish

  • Provide professional and community-based training and technical assistance

  • Advise state and local policy makers

  • Qualitative research •

Sids infant safe sleep
SIDS & Infant Safe Sleep


SIDS: The sudden, unexpected death of a seemingly healthy infant for whom no cause of death can be found after:

  • Autopsy

  • Death scene investigation

  • Review of baby’s medical history

  • Sleep Related Infant Deaths: Most likely involve suffocation, overlay or entrapment.

  • •

    2012 data
    2012 Data

    From the NC Medical Examiners Office:

    • 119,767 births

    • 28 SIDS deaths

    • 101 additional deaths related

      to sleep environment

      • 31 Asphyxiation or suffocation

      • 70 Undetermined •

    North carolina sids death rates per 1 000 live births
    North Carolina SIDS Death Rates (per 1,000 live births) •



    SIDS Death Rates (per 1,000 live births) by Race and Year •

    NC State Center for Health Statistics

    Number of nc infant deaths in sleep environments
    Number of NC Infant Deaths in Sleep Environments •

    2011 aap recommendations
    2011 AAP Recommendations

    • Back to sleep (front to play)

    • Place your baby to sleep on a firm sleep surface.

    • Keep soft objects and loose bedding out of the crib

    • Room-sharing in a crib or bassinet (no bed-sharing or couch-sharing)

    • Breastfeeding is recommended

    • Schedule and go to all well-child visits and get all recommended immunizations •

    2011 aap recommendations1
    2011 AAP Recommendations

    • Avoid smoke exposure during pregnancy and

      after birth

    • Avoid alcohol and illicit drug use during pregnancy and after birth

    • Avoid overheating

    • Offer a pacifier

    • Avoid any products that claim to reduce the risk of SIDS

    • Get regular prenatal care •

    What has made a difference
    What Has Made a Difference?





    Training •

    Nc s public private partnership
    NC’s Public-Private Partnership •

    History north carolina safe sleep
    History: North Carolina Safe Sleep •

    History north carolina safe sleep1
    History: North Carolina Safe Sleep •

    Nc infant safe sleep campaign formerly nc back to sleep
    NC Infant Safe Sleep Campaign (formerly NC Back to Sleep)

    • Established in 1994

    • Partnership with Division of Public Health (WCH)

    • Adheres to American Academy of Pediatrics (AAP) Standards

    • Uses evidence-based research, epidemiology,principles of public health

    • Messages and materials available in English and Spanish

    • Nationally recognized for cultural competence, outreach and social marketing •

    Hopes h ospital o utreach and p artnerships for e ducating about infant s afe sleep
    HOPES: Hospital Outreach and Partnerships for Educating about Infant Safe Sleep

    • Goal:

      All NC hospitals will be part of a statewide effort to reduce the risk of SIDS and prevent sleep-related infant deaths.

  • Objectives:

    • To help hospitals develop or strengthen policies and procedures based on best practices.

    • To improve the capacity of N.C. hospitals to provide evidence-based, infant safe sleep training for well-baby nursery, NICU and pediatric nursing staff.

    • To increase patient and caregiver practice of infant sleep safety by providing educational materials and modeling safe sleep behaviors.

  • •

    Hospital infant safe sleep model of excellence
    Hospital Infant Safe Sleep Model of Excellence

    • Started in 2011

    • Recognizes hospitals meeting criteria in 4 areas

      • Policy

      • Staff training and education

      • Patient education and modeling

      • Community outreach

      • Endorsed by CFTF and NC Hospital Association

      • To date 12 Models of Excellence and 5 Leaders •

    Besst baby s easy safe sleep training
    BESSTBaby’s Easy Safe Sleep Training

    • Offers important tips about infant safe sleep and ways to reduce the risks of SIDS. The kit includes an:

      • Educational flip chart

      • Infant safe sleep guide

    • On-line training - 1.5 hours

      of nursing and CHES credits

    • On-site training available

    • BESST Kit available for sale at: •

    Resources webisodes
    Resources: Webisodes

    What is an infant safe sleep space?

    How to overcome the challenges of infant back sleeping

    Where should your baby sleep?

    Introduction to BESST flipchart

    FAQ's about safe sleep

    Sharing safe sleep messages with Latina moms

    ¿Cómoes un lugarseguroparadormir a un bebé?(What is an infant safe sleep space?) •

    Television ad
    Television Ad •

    Call to action in your agency
    Call to Action: In Your Agency

    • Staff training (not just SIDS Counselors)

    • Encourage staff to do on-line BESST training

    • Identify opportunities to educate families:

      • Prenatal clinic

      • Child health clinic

      • WIC clinic

      • Outreach programs (Adolescent Parenting Program)

      • Home visiting programs (CC4C, NFP, etc.) •

    Call to action in the community
    Call to Action: In the Community

    • Put on Child Fatality Prevention Team agenda

    • Engage local hospital(s) in HOPES

    • Exhibit/demonstrate in community fairs

    • Partner with the media (“Danger” ad, press releases, letters to the editor, etc.)

    • Participate in SIDS Awareness Month activities (October) •

    New ideas
    New Ideas

    • Community event for families to trade in bumper pads for sleep sacks

    • Involvement of fire department/first responders to evaluate safe sleep environment when called to house

    • Others???? •

    Contact information
    Contact Information

    Tania Connaughton-Espino:

    Janice Freedman:

    Phone: 919-828-1819

    NC Healthy Start Foundation Web Sites:


    Spanish: •