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Safe Sleep Campaign

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Reason for the Campaign

Every year, approximately 300 babies in the UK die suddenly and unexpectedly in their sleep as a result of Sudden Infant Death Syndrome (SIDS).

The North West has the highest death rate in England and Wales.


While the infant mortality rate in Merseyside has shown some improvement, over the past five years 25 babies within the Merseyside CDOP area have died in circumstances involving co-sleeping.

The 5 Merseyside Local Safeguarding Children Boards (Knowsley, Liverpool, Sefton, St Helens and Wirral) are working to reduce the number of these deaths across Merseyside.


This 'Safe Sleep' campaign has been developed following Lancashire's successful campaign arising from research into the 'Give Me Room to Breathe' campaign and using materials originally developed by them to aim to promote a consistent message across the North West.

Underpinning this campaign has been the roll-out of Merseyside's Multi Agency Safe Sleeping Guidance in May 2015.  This guidance targets front line professionals, who will ensure that our key messages are delivered to parents.

It is a pan-Merseyside multi-agency awareness campaign and has been adopted by each of the LSCB 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).

Key Messages

1. Keep baby away from smoke, before and after birth.

2.  Put baby in a cot, crib or Moses basket to sleep - never fall asleep with them on a sofa or chair.

3. Never fall asleep with baby after drinking or taking drugs/medication.

4. Put baby to sleep on their back with their feet to the foot of the cot.

5. Keep baby's head and face uncovered and make sure they don't get too hot.

6. Breastfeed your baby - support is available if you need it.


Safe Sleep Briefing Sheet for Professionals

Safe Sleep Poster´╗┐

© St.Helens Council 2018