N.C. Back to Sleep Campaign Development

The N.C. Back to Sleep Campaign for SIDS Risk Reduction is an award-winning, public education program designed to educate families, caregivers and policymakers about Sudden Infant Death Syndrome (SIDS) and strategies that reduce the risk of SIDS.

Background

Sudden Infant Death Syndrome (SIDS), also known as crib death, is the third leading cause of infant death in North Carolina affecting approximately 100 families a year. SIDS is the unexpected death of a seemingly healthy infant, up to one year of age, for whom no known cause of death can be determined.

Although SIDS rates in North Carolina have decreased significantly over the past 10 years, they continue to exceed the national average. African American babies are twice as likely to die of SIDS than Caucasian babies.

Although the exact causes of SIDS are not known, research has identified practices and behaviors that reduce the risk. Risk factors for SIDS include:

• Baby sleeping on tummy or side
• Soft sleeping surface
• Cluttered sleeping area (pillows, excess bedding and stuffed animals in crib)
• Baby sleeping with parents
• Overheating - excessive swaddling
• Baby exposed to secondhand smoke
• Mother smoking during pregnancy
• Premature birth (baby born before 37 weeks gestation)
• Low birthweight (baby born less than 2,500 grams or 5 lbs, 8 oz)
• Multiple birth (twins, triplets, etc.)

Goals

• To increase SIDS awareness statewide
• To educate key audiences on SIDS risk reduction strategies and behaviors, emphasizing the Back to Sleep message
• To train North Carolina childcare providers on proper infant safe sleep practices and SIDS risk reduction strategies

Audiences

• Expectant parents and parents of children less than one year of age
• Individuals and families at greatest risk of SIDS
• Caregivers such as grandparents, childcare providers, church nursery staff, childbirth instructors, community coalitions, healthcare professionals and social service providers

Campaign Activities

• Bilingual (English and Spanish) public relations, advertising and public education activities are employed to educate the general public and "at risk" audiences about SIDS and SIDS reduction strategies
• Educational materials are distributed free of charge via the Foundation's Web site, mass-mailings, through professional exhibiting and conference opportunities and in response to catalog orders
• A three-year "train the trainer" program provides state-approved training to licensed childcare providers across the state regarding proper sleep positioning, SIDS risk reduction strategies and policy development
• The campaign also actively promotes the NC Family Health Resource Line as a source of information and referrals related to SIDS risk reduction strategies and bereavement services

Click here to view available materials and to obtain information on ordering.

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