MCHbest. NPM 5: Safe Sleep
Strategy. Mass Media - National Campaign
Approach. Promote the national Safe to Sleep Campaign locally by providing professionals who interact with families (e.g., first responders) with safe sleep kits.
Overview. National information campaigns have shown success in improving infant safe sleep practices. National campaigns should focus on vulnerable subgroups to have the largest impact in advancing health equity.1
Target Audience. Professionals who interact with families.
Outcome. Infants placed to sleep on their backs. For detailed outcomes related to each study supporting this strategy, click on the peer-reviewed evidence link above and read the "Intervention Results" for each study.
Examples from the Field. There are currently 9 ESMs across all states/jurisdictions that use this strategy directly or intervention components that align with this strategy. Access descriptions of these ESMs through the MCH Digital Library. You can use these ESMs to see how other Title V agencies are addressing the NPM.
Sample ESMs. Using the approach “Promote the national Safe to Sleep Campaign locally by providing professionals who interact with families (e.g., first responders) with safe sleep kits,” here are sample ESMs you can use as a model for your own measures using the Results-Based Accountability framework (for suggestions on how to develop programs to support this strategy, see The Role of Title V in Adapting Strategies):
Note. ESMs become stronger as they move from measuring quantity to measuring quality (moving from Quadrants 1 and 3, respectively, to Quadrants 2 and 4) and from measuring effort to measuring effect (moving from Quadrants 1 and 2, respectively, to Quadrants 3 and 4).
1 Hauck, F. R., Tanabe, K. O., McMurry, T., & Moon, R. Y. (2015). Evaluation of bedtime basics for babies: a national crib distribution program to reduce the risk of sleep-related sudden infant deaths. Journal of community health, 40(3), 457-463.