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New safer sleeping campaign to launch across the County this December

Lancashire's Safeguarding Children's Boards have come together to create a new safer sleeping campaign which will be launched in December.

While the infant mortality rate in Lancashire has shown some improvement, it remains above the national average.  In the UK, around 290 babies die suddenly and unexpectedly every year.  In Lancashire on average 75 infants die before they reach their first birthday.

The new 'Safer Sleep for Baby' campaign has been developed from research into the existing 'Give Me Room to Breathe' campaign. It is a pan-Lancashire multi-agency awareness campaign and has been adopted by each of the NHS localities within the county.  Its aim is to raise awareness of the risk factors in order to reduce Sudden and Unexpected Death in Infancy (SUDI).

The work was commissioned by the Child Death Overview Panel (CDOP) Board and is linked to Priority One in Lancashire's Children and Young People's Plan; 'Lancashire babies are born healthy and have the best possible physical and emotional start in life.'

A 'Party season' media and advertising campaign will run throughout December.  It will include media coverage, radio advertisements, posters in shopping centres and bus advertisements to highlight the dangers of co-sleeping when under the influence of drink/medication.

Underpinning this educational media campaign will be the roll-out of Lancashire's new safer sleeping guidance and resources, to front line professionals, who will ensure that our key messages are delivered to parents.

Attached is the staff briefing that has been disseminated to the children and young people's workforce across Lancashire and some artwork for the public campaign.

The new website will be live from December at www.lancashire.gov.uk and search 'safer sleep for baby'.


Attached Documents