Visit http://safesoundbabies.com for updated information about this campaign. Overview of "Our Babies: Safe & Sound" campaign to prevent incidence of Shaken Baby Syndrome and accidental death due to unsafe infant sleeping. Presented at Growing Healthy Children Conference, Nov. 12, 2009 in Charleston, WV.

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: www.safesoundbabies.com

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): www.cpsc.gov
♥ 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 - 2011 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
www.dontshake.org
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.
• www.CLICKfor 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: www.safesoundbabies.com
View videos, download & print individual copies of
materials, order bulk materials, find additional resources

24. Q&A
 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
http://www.safesoundbabies.com
Email: jim@teamwv.org
Twitter: @TEAM4WVChildren
Phone: 1-866-4KIDSWV
TM