Keeping WV Babies Safe and Sound

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

Campaign OverviewCampaign 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

Campaign OverviewCampaign OverviewCampaign themes:

Say YES to Safe Sleep Keep Your Cool When Baby Cries

Campaign OverviewCampaign 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

Campaign SupportersCampaign 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

Campaign Advisory Panel 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.

Campaign ToolsCampaign 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

The Importance of SayingThe Importance of Saying YES to Infant Safe Sleep 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

The Importance of SayingThe Importance of Saying YES to Infant Safe Sleep YES to Infant Safe Sleep

Data from WV Child Fatality Review Team shows:

Of 33 deaths attributed to SUIDs in 2010Bed sharing/co-sleeping was a factor in 16 deathsHazardous bedding was a factor in 21 deaths

Leading cause of death age 1-12 months in WV

Say YES to Safe Sleep MessagesSay 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

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%

Say YES to Safe Sleep MessagesSay 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

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

The Importance of Keeping Your CoolThe 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

The Importance of Keeping Your CoolThe 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

Keep Your Cool MessagesKeep 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

Keep Your Cool MessagesKeep 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!

The Period of PURPLE Crying The Period of PURPLE Crying

Evidence-based skill building programwww.dontshake.org

Uses a Triple Dose Strategy Dose 1: Maternity WardsDose 2: Post-Natal ReinforcementDose 3: Public Education & Media Campaign

Tools include DVD and booklet for each parent

The Period of PURPLE CryingThe Period of PURPLE Crying

Peak of Crying

Unexpected

Resists Soothing

Pain-like Face

Long-Lasting

Evening Crying

The Period of PURPLE CryingThe Period of PURPLE Crying

4 Pilot Sites in WV hospitals through AAP-WV

CAMC Women’s and Children’s Cabell-HuntingtonRuby – WVUDavis Memorial

Deliver 1/3 of WV Babies each year! New interest areas: Wheeling, Lewisburg, Point Pleasant, and Parkersburg

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

How Can You Help? How Can You Help? Join the Campaign Today!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

Q & AQ & 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!

For More Information:For More Information:

Jim McKayState CoordinatorPrevent Child Abuse WVhttp://www.safesoundbabies.comEmail: jim@teamwv.org Twitter: @TEAM4WVChildrenPhone: 1-866-4KIDSWV