1. Keeping WV Babies Safe and Sound

2. Learning Objectives Today we will…
Identify the issues surrounding infant sleep and abusive head trauma nationally and in WV
Learn how to deliver and reinforce campaign messages
Explore practices to prevent infant deaths in WV

3. Campaign Overview Our Babies: Safe and Sound focuses on two issues:
Infant Safe Sleep
Shaken Baby/Abusive Head Trauma Prevention
Overall 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 one
other caregivers of infants under age of one
general public (through the media)
special emphasis regarding keeping your cool when baby cries targeted to young fathers & other adult males

6. Campaign Supporters
Our Babies: Safe and Sound is a project of the TEAM for WV Children, with support from:
Funders: WVDHHR/Children’s Trust Fund/Benedum
Advisory Panel of Experts
Parents
Media consultation
WV 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 Sleep
Say Yes to Safe Sleep Pledge Card
Erasable white boards
TV and radio spots
Resource Guide for Community Partners
Say 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 1
Risk 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 2010
Bed sharing/co-sleeping was a factor in 16 deaths
Hazardous bedding was a factor in 21 deaths
Leading 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 baby
Babies should sleep alone in a crib (bassinet or portable crib) on their back at every bedtime & naptime
Don’t place babies to sleep on adult beds, chairs, sofas, waterbeds, or cushions
Babies should not sleep with anyone else

12. AAP Expanded Recommendations
2011 AAP Expanded Policy Statement does not recommend any specific bed sharing situations as safe
Room sharing without bed sharing is recommended
There 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 area
Babies should have only 3 layers: diaper, sleeper, light blanket – there should be no loose blankets
There should be no bumper pads, stuffed animals, or toys, or loose blankets in the crib
The crib should be in good condition and safe (no drop-down side cribs):
Breastfeed your baby
Tell 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/AHT
Shaking often occurs when a frustrated caregiver loses control with an inconsolable crying baby
Key is not the crying, but caregiver’s response to crying
Prolonged 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 annually
Most frequently, SBS is reported for babies approximately 2 months of age
Fathers 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 you
If you feel like you’re going to lose control, have a plan in advance
Step away, right away
Take a deep breath & count to 10
Put baby in crib, and let her cry alone for a few minutes

18. Keep Your Cool Messages
Call a friend/relative for support
Give your pediatrician a call
Never, 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 IMMEDIATELY
Tell others to keep their cool!

19. The Period of PURPLE Crying
Evidence-based skill building program
Uses a Triple Dose Strategy
Dose 1: Maternity Wards
Dose 2: Post-Natal Reinforcement
Dose 3: Public Education & Media Campaign
Tools 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-WV
CAMC Women’s and Children’s
Cabell-Huntington
Ruby – WVU
Davis Memorial
Deliver 1/3 of WV Babies each year!
New interest areas: Wheeling, Lewisburg, Point Pleasant, and Parkersburg

22. CLICK FOR BABIES
Collaborative national effort between National Center on Shaken Baby Syndrome and 7 states, including WV
Grassroots 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