This campaign has now closed
Every week in the UK around four babies die of sudden infant death syndrome (SIDS). Each death is one too many. There is more that could be done to help drive down SIDS; if all parents were aware of how to reduce the risk of sudden and unexpected infant deaths many more babies’ lives could be saved.
Categories
Beneficiaries
Situation
230 babies and young children still die every year of SIDS or SUDC in the UK and losing a baby or young child is one of the most difficult experiences any family will ever face. For some families the risk of losing a baby to SIDS is even greater, including young parents, Black Caribbean families, families living with social deprivation and single parents. We want to work more closely with those of greatest risk to stop all sudden and unexpected deaths of babies and young children.
Solution
Our work has contributed to an 80% fall in the number of sudden and unexpected infant deaths in the UK since the ‘Back to Sleep’ campaign in 1991, saving over 20,000 babies’ lives. If all parents were aware of our safer sleep advice, many more lives could be saved. We are adapting our approach in the wake of the pandemic; to ensure that we reach more families, we will train more health professionals online, increase the digital reach of our messages and hold a national awareness week.