Sudden Infant Death Syndrome “ Back to Sleep” Campaign

Background

Sudden Infant Death Syndrome (SIDS) refers to the sudden and unexpected death of an apparently healthy infant, which remains unexplained even after a full investigation. In Canada, SIDS is the leading cause of post-neonatal death; about one infant death out of every 1,400 live births is due to SIDS. Although the specific cause of SIDS remains unknown, risk factors have been identified. They include the prone sleeping position, overheating, and exposure to tobacco smoke before and after birth. It has also been recognized that breastfeeding may help protect against SIDS.

Campaign Description

The SIDS program was launched in February 1999 in collaboration with the Canadian Foundation for the Study of Infant Deaths, the Canadian Paediatric Society and the Canadian Institute for Child Health. The program consisted of four components, a joint statement on SIDS, a poster, a pamphlet and a video public service announcement. The SIDS campaign ran through to the year 2000.

Pampers Canada also joined this partnership to help communicate the SIDS message to care givers and parents. Pampers Canada included the Back to Sleep message on the waistbands of all newborn and size 1 diapers and distributed the Back to Sleep brochure in their prenatal and hospital pack to over 500,000 parents.

The SIDS campaign adopted the international slogan “Back to Sleep” to build on the equity of this tagline and create consistency in all SIDS messages.

Research Monitoring and Evaluation

A baseline survey was conducted with parents and caregivers of infants prior to the campaign. Key findings are as follows:

• SIDS was mentioned, unaided, as the most prevalent cause of infant mortality in this country today.
• Almost three-quarters of respondents believed there are ways to reduce the risk of SIDS. Among these, 47% said a side sleeping position reduces the risk. Forty-four (44) percent said a back sleeping position reduces the risk.
• Three-quarters of parents or caregivers said they have taken action to reduce the risk of SIDS. Forty-five (45%) percent of these say their action involves placing the infant on her or his side to sleep; 41 percent say their action involves placing the infant to sleep on her or his back.
• When asked specifically, large majorities of respondents are aware of the increased risk of SIDS related to second hand smoke, smoking and drug and alcohol use during pregnancy.
• Television advertising and brochures describing ways to reduce the risk of SIDS were seen as the most useful ways to learn about SIDS.
• Almost six in ten respondents (57%) report being given advice from a health professional about the sleeping position for an infant; 61% were advised to place their infant on his or her side to sleep; only 21% reported being advised to place their infant on his or her back.

A tracking survey was conducted in 2001 to measure the results of the campaign. The results are as follows:

• Eight in ten respondents believed there are ways reduce the risk of SIDS. Among these, 66% say a back sleeping position reduces risk.
• When asked, 66% were aware that laying a baby on his or her back to sleep reduces the risk of SIDS
• Eight in ten parents or caregivers said they have taken action to reduce the risk of SIDS. Seven in ten say their action involves placing the infant on her or his back to sleep; 21 percent say their action involves placing the infant on her or his side.
• About two-thirds of respondents (64%) report being given advice from a health professional about the sleeping position for an infant. Of these, a majority (67%) have been advised to place their infant on her or his back to sleep; 21 percent report being advised to place their infant on her or his side.
• Eight in ten respondents (79%) say they recall seeing informational material about SIDS. Most recall seeing a brochure or pamphlet.
• About one-quarter each of respondents recalled seeing the Back to Sleep pamphlet, poster and message on diapers. Of those who recalled seeing the pamphlet and poster, most say they have seen them at a clinic or hospital.
• 92% of respondents thought it was good that Health Canada formed a partnership with the Pampers diaper company to include a message about infant sleeping position on the tabs of diapers.

Summary Information