The Junior League of Erie is an organization of women committed to promoting voluntarism and to improving the community through the effective action and leadership of trained volunteers. Our purpose is exclusively educational and charitable. Mission

The Problem: (1) Plagiocephaly

(2) Brachycephaly

(3) Torticollis

Incidence Incidence has increased dramatically since AAP “Back to Sleep” Campaign –Incidence rates prior to campaign 0.33% (1 in 300) No consensus has been reached on current incidence rates, as results of studies vary depending on sensitivity of criteria used –At least 1.6% (1 in 60) –Up to 48% of otherwise healthy infants –56% of twins

High risk for learning delays and developmental delays Increased need for special services when reach school age Orthodontic and TMJ Scoliosis Visual disturbances Auditory problems Psychological/social issues Associated Problems

Risk Factors Risk Factors at Birth –Male gender –First born birth rank –Brachycephalic (naturally wider head than deeper head shape at birth) –Multiple births

Prevention Need for additional education Key Educational Points –Alternate side of head when sleeping (stress AAP Safe Sleep Guidelines) –Supervised tummy time (at least 3 times per day, best practice is 50% of awake time) –Use car seats only as vehicle safety seats –Avoid extended use of swings and other equipment –Alternate feeding position

Newborns (2 weeks to 2 months) –Prevention and education Infants (2 months to 6 months) –Screening at 2 or 3 month well-visit –Repositioning and stretching treatments Infants (6 months to 1 year) –Repositioning, stretching, movement patterns –Helmet treatment if severe Older Infants (over 1 year) –Window for treatment rapidly closes Treatment

Increase parent and caretaker awareness Increase medical acceptance within Erie county Increase, during the first year, the overall number of infants ages 0-12 months being diagnosed and treated for the condition Decrease, during the second year, the overall number of infants being diagnosed with and treated for the condition Decrease, during the second year, age at which infants with the condition are referred to Early Intervention Campaign Goals

Parents Daycare workers Other caretakers Medical community Target Audience

Poster Fact Cards Video Website Screening Clinic Play and Learn Day Educational seminars to daycares and medical professionals Campaign

30% increase in number of infants with visible head flattening treated by Early Intervention Services in Erie County from 1 st quarter 2008 (pre-campaign) to 2 nd quarter of 2008 (first three months of campaign). One local company providing helmets reports they provided 37 helmets for infants in 2007, but year-to- date 2008 they are at over 90 helmets for Erie County infants. Outcomes