Infant Safe Sleep Campaign January 2014

Infant Safe Sleep CampaignJanuary 2014

Janice A. Freedman, MPH, Executive Director

Tania Connaughton-Espino, MPHInfant Safe Sleep Coordinator

Healthy North Carolina 2020Maternal and Child Health Goals

• Reduce infant mortality rate to 6.3 per 1,000 live births

• Reduce the infant mortality racial disparity between whites and African Americans to 1.92

• Reduce the percentage of woman who smoke during pregnancy to 6.8%

www.nchealthystart.org • www.mamasana.org

North Carolina Healthy Start Foundation

Mission: To eliminate preventable infant death and illness in North Carolina

– Statewide, private nonprofit established in 1990– Long history of creating and conducting on-going public

education campaigns in English and Spanish– Provide professional and community-based training and

technical assistance– Advise state and local policy makers– Qualitative research


SIDS & Infant Safe Sleep

Definitions: SIDS: The sudden, unexpected death of a seemingly healthy infant for whom no cause of death can be found after:

• Autopsy• Death scene investigation• Review of baby’s medical history

• Sleep Related Infant Deaths: Most likely involve suffocation, overlay or entrapment.


2012 Data

From the NC Medical Examiners Office:• 119,767 births• 28 SIDS deaths• 101 additional deaths related to sleep environment– 31 Asphyxiation or

suffocation– 70 Undetermined


North Carolina SIDS Death Rates (per 1,000 live births)

1993 1994 1995 1996 1997 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 20120

0.2

0.4

0.6

0.8

1

1.2

1.4

NC Rate National RateYear

Deat

h ra

te


Disparities

NC State Center for Health Statistics

NORTH CAROLINA INFANT MORTALITY REPORTSIDS Death Rates (per 1,000 live births) by Race and Year

2006 2007 2008 2009 -

0.20

0.40

0.60

0.80

1.00

1.20

1.40

1.60

1.80

WhiteMinority

Year

Deat

h ra

te


Number of NC Infant Deaths in Sleep Environments

2008 2009 2010 2011 20120

20

40

60

80

100

120

140

160

180

200

SIDS DeathsTotal Deaths in Sleep Environment


2011 AAP Recommendations• Back to sleep (front to play)• Place your baby to sleep on a firm sleep surface. • Keep soft objects and loose bedding out of the

crib• Room-sharing in a crib or bassinet (no bed-

sharing or couch-sharing)• Breastfeeding is recommended• Schedule and go to all well-child visits and get

all recommended immunizationswww.nchealthystart.org • www.mamasana.org

2011 AAP Recommendations

• Avoid smoke exposure during pregnancy and after birth

• Avoid alcohol and illicit drug use during pregnancy and after birth

• Avoid overheating• Offer a pacifier• Avoid any products that claim to reduce the risk of

SIDS• Get regular prenatal care


What Has Made a Difference?

Baby’s Easy Safe Sleep Training


NC’s Public-Private Partnership

North Carolina Healthy Start Foundation

Child Fatality Task Force (funding & support)

Division of Public Health

(WCH) (funding &

support)

Office of Chief Medical

Examiner (stats)

CBOsLocal Health Departments

Schools &Community

colleges(BESST)

Hospitals (HOPES)

Public (media

outreach)

DCD(ITS-SIDS: child care policy and training)

www.nchealthystart.org • ww.mamasana.org

History: North Carolina Safe Sleep

1990

NC highest IM rates in

US - NCHSF

founded

1994

NC’s Back to Sleep

Campaign started

2003

NC SIDS Law for

Childcare: ITS-SIDS

2005

BESST begins to

strengthen community outreach

2006-2007

HOPES begins with

Advisory Group & 5 hospitals

2007-2012

5 years of state

funding $150,000 - $202,000

for statewide campaign


History: North Carolina Safe Sleep

2011

New AAP SIDS/Sleep-

Related Infant Death Policy

2011

Hospital Model of

Excellence Award

2012

NC joins national COIIN

initiative

2012

NC SIDS deaths at all-

time low

2013On-line BESST

training (CHES and

nursing credits)


NC Infant Safe Sleep Campaign (formerly NC Back to Sleep)

• Established in 1994• Partnership with Division of Public Health (WCH)• Adheres to American Academy of Pediatrics (AAP)

Standards • Uses evidence-based research, epidemiology,

principles of public health• Messages and materials available in English and

Spanish• Nationally recognized for cultural competence,

outreach and social marketing


HOPES: Hospital Outreach and Partnerships for Educating about Infant Safe Sleep

• Goal: All NC hospitals will be part of a statewide effort to reduce the risk of SIDS and prevent sleep-related infant deaths.

• Objectives: – To help hospitals develop or strengthen policies and procedures

based on best practices.– To improve the capacity of N.C. hospitals to provide evidence-based,

infant safe sleep training for well-baby nursery, NICU and pediatric nursing staff.

– To increase patient and caregiver practice of infant sleep safety by providing educational materials and modeling safe sleep behaviors.


Hospital Infant Safe Sleep Model of Excellence

• Started in 2011• Recognizes hospitals meeting criteria in 4 areas– Policy– Staff training and education– Patient education and modeling– Community outreach

• Endorsed by CFTF and NC Hospital Association• To date 12 Models of Excellence and 5 Leaders


BESSTBaby’s Easy Safe Sleep Training

• Offers important tips about infant safe sleep and ways to reduce the risks of SIDS. The kit includes an: – Educational flip chart – Infant safe sleep guide

• On-line training - 1.5 hours of nursing and CHES credits

• On-site training available

• BESST Kit available for sale at: www.nchealthystart.org


http://www.nchealthystart.org/

Resources: Webisodes http://www.nchealthystart.org/Media/webisodes.htm

• What is an infant safe sleep space?• How to overcome the challenges of infant back sleeping• Where should your baby sleep? • Introduction to BESST flipchart• FAQ's about safe sleep• Sharing safe sleep messages with Latina moms• ¿Cómo es un lugar seguro para dormir a un bebé?

(What is an infant safe sleep space?)


http://www.youtube.com/watch?v=t-Q9qfOKUNE

http://www.youtube.com/watch?v=t-Q9qfOKUNE

http://www.youtube.com/watch?v=cwo8mJfx6gU

http://www.youtube.com/watch?v=LpQjzsZXOF4

http://www.youtube.com/watch?v=DBfoM8rWLRM

http://www.youtube.com/watch?v=W2uxZe9P6cs

http://www.youtube.com/watch?v=42XoXwtz4YY

http://www.youtube.com/watch?v=YIJovhqcUuU
















Television Ad


http://www.youtube.com/watch?v=N_xXYKPGxnE


Call to Action: In Your Agency• Staff training (not just SIDS Counselors)• Encourage staff to do on-line BESST training• Identify opportunities to educate families:– Prenatal clinic– Child health clinic– WIC clinic– Outreach programs (Adolescent Parenting

Program)– Home visiting programs (CC4C, NFP, etc.)



Call to Action: In the Community

• Put on Child Fatality Prevention Team agenda• Engage local hospital(s) in HOPES• Exhibit/demonstrate in community fairs• Partner with the media (“Danger” ad, press

releases, letters to the editor, etc.)• Participate in SIDS Awareness Month activities

(October)



New Ideas

• Community event for families to trade in bumper pads for sleep sacks

• Involvement of fire department/first responders to evaluate safe sleep environment when called to house

• Others????



Contact Information

• Tania Connaughton-Espino: [email protected]

• Janice Freedman: [email protected]

• Phone: 919-828-1819

NC Healthy Start Foundation Web Sites: • English: www.nchealthystart.org• Spanish: www.mamasana.org


mailto:[email protected]

mailto:[email protected]

http://www.nchealthystart.org/

http://www.mamasana.org/


Infant Safe Sleep Campaign January 2014

Documents

Transcript of Infant Safe Sleep Campaign January 2014