Infant Safe Sleep Campaigns and Materials

A collection of infant safe sleep campaigns and materials that support the 2011 American Academy of Pediatrics (AAP) guidelines to reduce the risk of sudden infant death.

Each campaign and its accompanying materials and messages have been analyzed based on the 18 AAP safe sleep guidelines (the numbers listed at the end of each campaign correspond with the list of AAP guidelines presented below). The numbers correspond only to the collective materials submitted for review or those readily available online. Keep in mind, however, that some campaigns focus on specific aspects of infant safe sleep.

If you would like to submit a safe sleep campaign and accompanying materials that support the AAP guidelines, please e-mail the Resource Center.

Introduction ▼/▲ View

This list of national, state, and local safe sleep campaigns and materials support the AAP guidelines (revised in 2011) to reduce the risk of sudden infant death. Of the 20 campaigns listed, six are national in scope, eight are state specific, and six are local. All campaigns address the importance of placing infants on their back to sleep, using a firm sleep surface, and avoiding smoke exposure. Nineteen state that there should be no soft objects or loose bedding in the crib, 17 recommend room sharing without bed sharing, 16 address the importance of temperature control (avoid overheating), 12 recommend "tummy time" for awake infants, and 11 recommend using a pacifier.

Although few of the campaigns and accompanying materials cover all the key AAP recommendations, they all extend beyond the "back to sleep" message, and many have adapted the "ABCs of safe sleep: Alone, on Back, in a Crib." (Note: Each organization uses its own variation on this slogan; slogans appear as they are used by the individual organizations.) Seven of the campaigns recommend breastfeeding, five recommend prenatal care for pregnant women, four focus on minority populations, three state the importance of avoiding alcohol consumption and illicit drug use, three emphasize the importance of infant immunizations, and three recommend avoiding commercial devices marketed for sudden infant death syndrome (SIDS) reduction.

Campaign slogans include the following:

"Safe to sleep" (National Institute of Child Health and Human Development)
"Bare is best" (Crib Information Center)
"Sleep right, sleep tight" (Ounce of Prevention Fund of Florida)
"Give your baby room to breathe" (Texas Department of Family & Protective Services and Upstate Cribs for Kids and Safe Kids Upstate
"Share your room, not your bed" (Center for Infant and Child Loss, University of Maryland)
"Nothin' but baby" (Douglas County Health Department)
"Practice the ABC's of safe sleep: Alone, on Back, in a Crib" (Cribs for Kids, Safe Sleep Kansas, and the Missouri Department of Health and Senior Services)
"Safe sleep saves lives" (First Candle)
"Sleep in safety, grow in style" (CJ Foundation for SIDS)
"B'more for healthy babies" (B'more for Healthy Babies)
"Our babies safe and sound" (West Virginia Children's Trust Fund)
"For you to rest easy, your baby must rest alone" (Philadelphia Department of Public Health)

Federal and National Campaigns▼/▲ View

Bedtime Basics for Baby! A National Infant Safe Sleep Campaign
Educational materials that include the Safe Sleep Saves Lives fact sheet and a brochure, Room Sharing Is Safer Than Bed Sharing (available in English and Spanish). The materials were developed by First Candle and reviewed by the National Center for Cultural Competence and focus groups of families at risk of infant death.

AAP recommendations 1, 2, 3, 4, 5, 6, 8, 9, 10, 14, 17

Bedtime Basics for Baby! A National Infant Safe Sleep Campaign, "Safe sleep saves lives"; National SIDS & Infant Death Program Support Center/First Candle; 1314 Bedford Avenue, Suite 210, Baltimore, MD 21208; Phone (410) 415-6628, (800) 221-7437; E-mail; Website.


Center for Infant and Child Loss

A poster and brochure that conveys the message, "Share your room not your bed," together with a safe sleep brochure, "Follow the ABCs of safe sleep: Alone. Back. Crib. No Exceptions." The materials reflect the updated AAP guidelines on safe sleep.

AAP recommendations 1, 2, 3, 4, 6, 9, 14

Center for Infant and Child Loss; Department of Pediatrics; University of Maryland School of Medicine; 737 W. Lombard Street, Room 233, Baltimore, MD 21201; Phone: (410) 706-5089; Email; Website.


The Crib Information Center

An online portal developed by the Consumer Product Safety Commission to provide news and information on infant safe sleep. Resources include a 12-minute safe sleep video, a guide to the new crib safety standards, a list of recalled products, and a checklist and poster (available in English and Spanish) explaining how to keep an infant's sleep environment safe.

AAP recommendations 1, 2, 3, 4, 6, 9, 12, 14, 16, 17

Crib Information Center,"Bare is best"; Consumer Product Safety Commission; 4330 East-West Highway; Bethesda, MD 20814; Phone: (301) 504-7923, (800) 638-2772 (hotline); Fax: (301) 504-0124; Website.


Cribs for Kids®

Cribs for Kids® is a national safe sleep campaign established in 1998 under the guidance of SIDS of Pennsylvania to provide safe sleep educational materials and portable cribs to families who cannot afford a safe place for their infant to sleep. Realizing that most sudden unexpected infant deaths occurred among families with low incomes and that most infants who died were found on couches, chairs, or adult beds, Cribs for Kids® partnered with portable crib manufacturer GRACO Pack 'n Play® and now has more than 300 partner programs that provide safe sleep educational materials and portable cribs to families with low incomes. Safe sleep materials include the ABC's of Infant Safe Sleep brochure (available in English and Spanish) and the DVD, Safe Sleep for Your Baby Right from the Start.

AAP recommendations 1, 2, 3, 4, 6, 9, 10, 11, 14

Cribs for Kids®,"Practice the ABC's of safe sleep: Alone, on Back, in a Crib"; 810 River Avenue, Suite 250, Pittsburgh, PA 15212, Phone: (412) 322-5680, Ext. 8; Fax: (412) 322-5686; Website.


The Public Health Agency of Canada
The Public Health Agency of Canada is actively engaged in getting current safe sleep information into the hands of health professionals, parents, and other caregivers across the country. The Joint Statement on Safe Sleep for health professionals was developed with an expert panel that included AAP members. Materials include the Joint Statement on Safe Sleep, the Safe Sleep for Your Baby brochure for parents and caregivers, and a Safe Sleep for Your Baby video (DVD) for health professionals and organizations working with vulnerable populations. Promotional items also include safe sleep posters and door hangers. Publications are available in PDF format and/or can be ordered at no cost.

AAP recommendations 1, 2, 3, 4, 6, 8, 10, 14

Public Health Agency of Canada, Children, Seniors and Healthy Development, Enfants, aînes et développment sain; AL 6804B | 412B1-785, Carling Ottawa K1A 0K9; Phone (613) 960-0464; Fax: (613) 960-6987; Website.


Safe to Sleep® Public Education Campaign
The Safe to Sleep® campaign—formerly known as the Back to Sleep campaign—aims to educate parents, other caregivers, and health professionals about ways to reduce the risk of SIDS and other sleep-related causes of infant death. The expanded Safe to Sleep® Public Education campaign builds on the success and reach of the Back to Sleep campaign, which is based on the recommendation that healthy infants be placed on their backs to sleep to help reduce the risk of SIDS. In addition to strategies for reducing the risk of SIDS, Safe to Sleep describes steps that parents and other caregivers can take to reduce the risk of other sleep-related causes of infant death, such as suffocation.

The safe sleep strategies outlined in Safe to Sleep® materials and publications are based on recommendations defined by the AAP Task Force on SIDS. The task force released expanded guidelines in October 2011. Available materials include the Safe Sleep for Your Baby video, a general outreach brochure, a safe sleep environment postcard, and brochures that target African-American and American Indian/Alaskan Native populations.

AAP recommendations 1, 2, 3, 4, 5, 6, 8, 9, 10, 11, 12, 13, 14, 17

Safe to Sleep Public Education Campaign,"Safe to sleep"; Eunice Kennedy Shriver National Institute of Child Health and Human Development (NICHD); NICHD Information Resource Center; Phone: (800) 505-CRIB (2742) (for safe sleep materials): E-mail; Website.


Sleep in Safety, Grow in Style
The Sleep in Safety, Grow in Style campaign aims to educate consumers and raise public awareness about what constitutes a safe sleep environment for infants using accurate images that do not sacrifice style. Printable materials include the top 10 safety tips for a home nursery and the Sleep in Safety, Grow in Style e-newsletter for new and expecting parents. The CJ Foundation also provides a safe sleep poster and other educational materials that can be downloaded for use by parents, caregivers, and health professionals.

AAP recommendations 1, 2, 3, 4, 5, 6, 7, 8, 9, 10, 11, 16, 17

Sleep in Safety, Grow in Style, CJ Foundation for SIDS; "Sleep in safety, grow in style"; WFAN Pediatric Center; 30 Prospect Avenue, Hackensack, NJ 07601; Phone: (551) 996-5111, (888) 8CJ-SIDS (825-7427); Website.


State Campaigns and Safe Sleep Materials▼/▲ View

Alaska Division of Public Health
As part of its infant safe sleep initiative, the Alaska Division of Public Health has produced a pamphlet and poster based on the updated AAP safe sleep guidelines. The department developed and distributed a toolkit to help birthing facilities implement infant safe sleep policies, education, and practices.

AAP recommendations 1, 2, 3, 4, 6, 8, 9,10

Alaska Division of Public Health; Section of Women's, Children's & Family Health; 3601 C Street, Suite 322, Anchorage, AK 99503; Phone: (907) 334-2295; Fax: (907)269-3465; E-mail; Website.


Kansas Department of Health and Environment
Materials developed by the Kansas Department of Health and Environment for parents and caregivers include a safe sleep booklet and a video (DVD and streaming) (available in English and Spanish).

AAP recommendations 1, 2, 3, 4, 6, 8, 9, 10, 14

Kansas Department of Health and Environment, Safe Sleep Kansas;"ABC's of safe sleep: Alone, on their Back, in a Crib;
Phone: (785) 296-1223; E-mail; Website.


Michigan safe sleep campaign
Michigan's safe sleep campaign includes a safe sleep checklist, postcard, poster, brochure, and a video library of public service announcements that describe and demonstrate the hazards of an unsafe sleep environment and the steps that parents and caregivers can take to reduce the risk of sudden infant death. Some materials are available in Spanish and Arabic.

AAP Recommendations: 1, 2, 3, 4, 6, 10, 14.

Department of Human Services, Michigan Department of Community Health, Infant Health Unit, 109 W. Michigan Ave., Lansing, MI 48909. Phone: (517) 335-8131; Website.


Missouri Department of Health and Senior Services
The Missouri Department of Health and Senior Services has produced a public service announcement on the ABC's of safe sleep, and a safe sleep brochure that conveys the message, "Safe sleep for your baby is as simple as ABC. Alone, on their Backs, in a Crib. For more information, see resources at Planning a Safe Place for Your Baby to Sleep.

AAP recommendations 1, 2, 6, 10, 14

Missouri Department of Health and Senior Services,"Safe sleep for your baby is as simple as ABC."; Bureau of Genetics and Healthy Childhood; P.O. Box 570, Jefferson City, MO 65102; Phone: (800) 877-6246; E-mail; Website.


Nebraska Department of Health and Human Services

The Nebraska Department of Health and Human Services has produced the Safe Sleep for your Baby brochure (available in English and Spanish), which reflects the updated AAP safe sleep guidelines. An online safe sleep video is also available. More information is available online.

AAP recommendations 1, 2, 3, 4, 6, 9, 10, 14

Nebraska Department of Health and Human Services, Maternal & Infant Health; 301 Centennial Mall South Lincoln, NE 68509; Phone: (402) 471-0165; Fax: (402) 471-7049; E-mail; Website.


The Ounce of Prevention Fund of Florida
The Ounce of Prevention Fund of Florida worked with the Florida Department of Health, the Florida Department of Children and Families, and a diverse group of stakeholders to develop the Sleep Right, Sleep Tight campaign for safe infant sleep. The campaign was initially developed in 20082009 but has since been revised to reflect the updated AAP guidelines. Materials include an 11-minute video (available in English only) for use by Healthy Start and Healthy Families home visitors, hospitals, birthing centers, doctors' offices, and others; a 30-second public service announcement (available in English, Spanish, and Creole) for television and radio broadcast; a print ad; a Facebook page; and four separate handouts (each available in English, Spanish, and Creole). The handouts are designed to address specific parent-identified barriers to practicing safe sleep. All materials are available for free download.

AAP recommendations 1, 2, 3, 4, 6, 9, 10

The Ounce of Prevention Fund of Florida,"Sleep right, sleep tight"; 111 North Gadsden Street, Tallahassee, FL 32301; Phone: (850) 921-4494, ext. 162; E-mail; Website.


Tennessee safe sleep campaign
The Tennessee Department of Health's safe sleep campaign includes flyers, posters, a door hanger checklist, buttons, bus ads, and public service announcements that promote the ABC's of safe sleep (babies should sleep Alone, on their Backs, and in a Crib). The Department of Health also prints its safe sleep message on WIC vouchers that go out to 38,000 families per month. Materials are available in both English and Spanish.

AAP Recommendations: 1, 2, 3, 4, 6, 8, 10.

Tennessee Department of Health, Division of Family Health and Wellness, Injury Prevention and Detection. Phone: (615) 741-0368; Website.


Texas Department of Family & Protective Services

The Texas Department of Family and Protective Services, Prevention and Early Intervention Division has developed a 4-minute video, Baby Room to Breathe—The Rules of Safe Sleep (available in English and Spanish). The video provides safe sleep tips for new parents. The video is also available on YouTube in English and Spanish.

AAP recommendations 1, 2, 4, 6, 7, 8, 10

Texas Department of Family & Protective Services,"Give your baby room to breathe" ; Prevention & Early Intervention Division; P.O. Box 149030, Mail Code Y987, Austin, TX 78714-9030; Phone: (512) 929-6972; Fax: (512) 339-5894; E-mail; Website.


West Virginia Children's Trust Fund
Our Babies: Safe and Sound is an educational campaign sponsored by the West Virginia Children's Trust Fund that provides parents and other caregivers of infants under age 1, as well as expectant parents and health professionals, with information and tips on ways to keep infants safe while sleeping and how to stay calm when infants cry. The themes of the campaign are SIDS risk reduction and Shaken Baby Syndrome prevention. The overall goal of the campaign is to help prevent injury and death among West Virginia infants.

AAP recommendations 1, 2, 3, 4, 6

"Our babies safe and sound"; P.O. Box 3192, Charleston, WV 25332; Phone: (304) 558-4637; Fax: (304) 697-0320; Website.

Local Campaigns▼/▲ View


B'more for Healthy Babies
The B'more for Healthy Babies (BHB) Sleep Safe Initiative spreads the message that the safest way for infants to sleep is alone, on their backs, and in safe cribs. The initiative includes mass media campaigns, community outreach, and education for providers. The safe sleep message has been widely promoted throughout Baltimore via print materials and outdoor, radio, and television ads. To view campaign materials, click on Media Center on BHB's safe sleep page. A safe sleep toolkit developed by Baltimore health professionals is also available.

AAP recommendations 1, 2 ,3, 4, 6, 15, 17

B'more for Healthy Babies,"B'more for healthy babies"; Baltimore City Health Department; 1001 East Fayette Street, Baltimore, MD 21202; Phone: (410) 396-4398; E-mail; Website.


City of Milwaukee Health Department
As part of its safe sleep campaign, the City of Milwaukee Health Department has developed a series of print advertisements showing infants on their backs in clutter-free cribs with the message, "babies should always sleep in a crib," written on tight-fitting crib sheets. The program's website also includes a list of safe sleep guidelines, a video and fact sheet available in English and Spanish, a link to Milwaukee's Cribs for Kids program, and additional resources and materials.

AAP recommendations 1, 2, 3, 4, 6, 10, 12

City of Milwaukee Health Department, Safe Sleep Campaign; Milwaukee Cribs for Kids program; 1639 South 23rd Street, Milwaukee, WI 53204; Phone: (414) 286-6636, (414) 731-7517; Website.


Columbus Public Health and the Franklin County Infant Safe Sleep Task Force

As part of its infant safe sleep and SIDS risk reduction initiative, Columbus Public Health and the Franklin County Infant Safe Sleep Task Force have developed an online video on infant safe sleep.

AAP recommendations 1, 2, 4, 6, 10

Columbus Public Health and the Franklin County Infant Safe Sleep Task Force; 240 Parsons Avenue, Columbia, OH 43215; Phone: (614) 645-7417; E-mail; Website.


Douglas County Health Department
The Baby Blossom Collaborative (BBC), a partnership between the Douglas County Health Department and representatives from more than 40 local health and social service organizations, has developed a local campaign and materials that promote safe sleep for infants. The campaign materials include brochures, posters, fact sheets and talking points (available in English and Spanish). The Nothin' but Baby safe sleep campaign is part of a broader initiative to prevent infant mortality in Douglas County, Nebraska

AAP recommendations 1, 2, 3, 4, 5. 6, 7. 8, 9, 10, 14, 15

Douglas County Health Department, Omaha Nebraska; "Nothin' but baby"; Baby Blossoms Collaborative; 1111 South 41st Street, Omaha, NE 68105; Phone: (402) 444-7475; Fax: (402) 444- 7478; E-mail; Website.


Philadelphia Department of Public Health
The Philadelphia Department of Public Health has produced a safe sleep brochure that conveys the message that it is safest for infants to sleep alone. The brochure discusses the risks of bed sharing and provides colorful illustrations depicting safe sleep environments.

AAP recommendations 1, 2, 3, 4, 5, 6, 8, 10, 14

Philadelphia Department of Public Health, Department of Human Services; Maternity Care Coalition; "For you to rest easy, your baby must rest alone"; 2000 Hamilton Street, Suite 205; Philadelphia, PA 19130; Phone: (215) 972-0700.


Upstate Cribs for Kids and Safe Kids Upstate

Upstate Cribs for Kids (supported by Children's Hospital Infant Apnea Program of Greenville Hospital System and Safe Kids Upstate) has developed educational materials to help reduce the number of infant deaths due to unsafe sleep environments. An online video is available on the website, along with safe sleep educational materials and other safety information to help parents and other caregivers avoid putting their children at risk by implementing unsafe sleep practices.

AAP recommendations 1, 2, 3, 4, 6, 10, 12, 14

Upstate Cribs for Kids and Safe Kids Upstate,"Room to breathe"; Safe Kids Upstate, Greenville Office; 255 Enterprise Boulevard, Suite 110, Greenville, SC 29615; Phone: (864) 454-1100; Website.



AAP Recommendations (2011)

1: Back to sleep for every sleep

2: Use a firm sleep surface

3: Room sharing without bed-sharing

4: No soft objects, loose bedding in crib

5: Prenatal care for pregnant women

6: Avoid smoke exposure

7: Avoid alcohol and illicit drug use

8: Breastfeeding

9: Pacifiers

10: Avoid overheating

 

11: Immunizations

12: Avoid commercial devices marketed for SIDS reduction

13: No home cardiorespiratory monitors for SIDS reduction

14: Tummy time for awake infant

15: Endorsement of recommendations by providers, nurses, child care

16: Media and manufacturers follow safe sleep guidelines

17: National campaign on reducing all sleep related deaths, focus on minorities

18: Research and surveillance



October 2013