Lift the Baby – safe sleeping campaign

A new awareness campaign aims to cut the number of baby deaths by promoting safe sleeping.

Players from London Irish Rugby Club helped launch the Lift the Baby campaign, which encourages parents not to fall asleep on a sofa or armchair with their baby, as it increases the risk of SIDS (Sudden Infant Death Syndrome) by up to 50 times.

The campaign video, in partnership with the Lullaby Trust, was the work of Berkshire West Clinical Commissioning Group (CCG), East Berkshire CCG and a range of health partners.

Research showed the bulk of information and support offered to new parents was aimed primarily at mothers, and the health teams wanted to develop something to reach out to new dads.

A series of father’s focus groups and Facebook groups dedicated to dads and male carers were set up to make sure the messages in the video campaign were relevant.

Jenny Ward, Chief Executive Officer from the Lullaby Trust said: “We know that dozing off on a sofa or armchair with a baby is easily done but many parents are not aware of just how dangerous this can be. The video will help to raise awareness amongst new dads and help them to understand the safer sleep messages.”

A special website has been developed in partnership with the Lullaby Trust and features a link to the video along with a range of safe sleeping advice.

Visit the Lift the Baby website to find out more. 


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