2 Learning Objectives Today we will… Identify the issues surrounding infant sleep and abusive head trauma nationally and in WVLearn how to deliver and reinforce campaign messagesExplore practices to prevent infant deaths in WV
3 Campaign Overview Our Babies: Safe and Sound focuses on two issues: Infant Safe SleepShaken Baby/Abusive Head Trauma PreventionOverall Goal:Help prevent injury and death of WV Infants
4 Campaign Overview Campaign themes: Say YES to Safe Sleep Keep Your Cool When Baby Cries
5 Campaign Overview Target Audiences: expectant parents parents of infants under age of oneother caregivers of infants under age of onegeneral public (through the media)special emphasis regarding keeping your cool when baby cries targeted to young fathers & other adult males
6 Campaign SupportersOur Babies: Safe and Sound is a project of the TEAM for WV Children, with support from:Funders: WVDHHR/Children’s Trust Fund/BenedumAdvisory Panel of ExpertsParentsMedia consultationWV Broadcasters Association
7 Campaign Advisory Panel An advisory panel of members with experience, knowledge and interest from the child health and welfare fields was formed to help guide the campaign.Members represent state government, the faith-based community, hospitals, pediatricians, community organizations and parents.
8 Campaign Tools Brochures and Posters 60 second DVDs 5 minute video on Say Yes to Safe SleepSay Yes to Safe Sleep Pledge CardErasable white boardsTV and radio spotsResource Guide for Community PartnersSay Yes to Safe Sleep Training Module – New!Website:
9 The Importance of Saying YES to Infant Safe Sleep Suffocation & strangulation in an adult bed or other unsafe sleeping surface is the leading cause of injury-related death for WV infants under age 1Risk of sleeping-related infant death is 40 times higher for babies who sleep in adult beds compared to babies who sleep in their own cribs
10 The Importance of Saying YES to Infant Safe Sleep Data from WV Child Fatality Review Team shows:Of 33 deaths attributed to SUIDs in 2010Bed sharing/co-sleeping was a factor in 16 deathsHazardous bedding was a factor in 21 deathsLeading cause of death age 1-12 months in WV
11 Say YES to Safe Sleep Messages AAP: Put your baby’s bed near where you sleep – within arm’s reach – to make it easier to breastfeed and bond with babyBabies should sleep alone in a crib (bassinet or portable crib) on their back at every bedtime & naptimeDon’t place babies to sleep on adult beds, chairs, sofas, waterbeds, or cushionsBabies should not sleep with anyone else
12 AAP Expanded Recommendations 2011 AAP Expanded Policy Statement does not recommend any specific bed sharing situations as safeRoom sharing without bed sharing is recommendedThere is evidence that this arrangement decreases the risk of SIDS by as much as 50%
13 Say YES to Safe Sleep Messages Babies should sleep in a smoke-free areaBabies should have only 3 layers: diaper, sleeper, light blanket – there should be no loose blanketsThere should be no bumper pads, stuffed animals, or toys, or loose blankets in the cribThe crib should be in good condition and safe (no drop-down side cribs):Breastfeed your babyTell others: Say Yes to Safe Sleep
14 AAP Expanded Recommendations Avoid alcohol and illicit drug use during pregnancy and after birth*Consider offering a pacifier at nap time and bed time*Do not use home monitors as a strategy for reducing the risk of SIDS** New Level A AAP Recommendations
15 The Importance of Keeping Your Cool Prevent Shaken Baby Syndrome (SBS) & Abusive Head Trauma (AHT)Crying recognized as key trigger for SBS/AHTShaking often occurs when a frustrated caregiver loses control with an inconsolable crying babyKey is not the crying, but caregiver’s response to cryingProlonged inconsolable crying bouts occur in completely normal developing infants
16 The Importance of Keeping Your Cool As many as 4,000 incidents of Shaken Baby Syndrome (SBS) reported annuallyMost frequently, SBS is reported for babies approximately 2 months of ageFathers responsible for half of SBS incidents; adding boyfriends & other male caregivers, males account for over two-thirds of reported cases
17 Keep Your Cool Messages It is normal for babies to cry, even for long periods of time; crying is how babies talk to youIf you feel like you’re going to lose control, have a plan in advanceStep away, right awayTake a deep breath & count to 10Put baby in crib, and let her cry alone for a few minutes
18 Keep Your Cool Messages Call a friend/relative for supportGive your pediatrician a callNever, ever shake a baby! It can cause brain damage/death; take action if you suspect a baby has been shaken – call a medical professional or 911 IMMEDIATELYTell others to keep their cool!
19 The Period of PURPLE Crying Evidence-based skill building programUses a Triple Dose StrategyDose 1: Maternity WardsDose 2: Post-Natal ReinforcementDose 3: Public Education & Media CampaignTools include DVD and booklet for each parent
20 The Period of PURPLE Crying Peak of Crying Unexpected Resists Soothing Pain-like Face Long-Lasting Evening Crying
21 The Period of PURPLE Crying 4 Pilot Sites in WV hospitals through AAP-WVCAMC Women’s and Children’sCabell-HuntingtonRuby – WVUDavis MemorialDeliver 1/3 of WV Babies each year!New interest areas: Wheeling, Lewisburg, Point Pleasant, and Parkersburg
22 CLICK FOR BABIESCollaborative national effort between National Center on Shaken Baby Syndrome and 7 states, including WVGrassroots campaign invites knitters to make purple colored baby caps which will be delivered to families in November and December with PURPLE materials.babies.org
23 How Can You Help? Join the Campaign Today! It is free and easy!Become a community partner & carry campaign messages to your families by visiting the campaign website:View videos, download & print individual copies of materials, order bulk materials, find additional resources
24 Q & A Thank You! What additional information do you need? What experiences have you had?What ideas do you have about how campaign materials can be used?Thank You!
25 For More Information:Jim McKay State Coordinator Prevent Child Abuse WV Phone: KIDSWV