The campaign has been designed to support the Merseyside Multi-Agency Safe Sleep guidance. It is based on research recommendations from Lancashire’s successful campaign ‘Give Me Room to Breathe’, which showed that the target audience did not feel that the safer sleep messages were clear enough. Parents also wanted a campaign with a positive ‘can do’ tone that felt more supportive and understanding.
Safer Sleep for Baby is based around six simple steps, designed to be easy to follow and cover the main risk factors. We want all agencies involved with families to speak in a unified voice to reinforce our messages to parents and carers.