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Animated film on Safer Sleep for Babies launched in the UK
Safer Sleep for Babies is the first animation to be released by The Lullaby Trust; created by Juice, the film has been developed to raise awareness, particularly amongst young parents, of the charity’s Safer Sleep for Babies message. The brand-new safer sleep animation teaches parents, carers and health professionals the do’s and don’ts of safer sleep.
According to the latest statistics by the Office of National Statistics (ONS), there were 249 unexplained infant deaths in England and Wales. The rate of unexplained infant deaths rose to 0.36 per 1000 live births, up from 0.32 deaths per 1,000 in 2012.
The rate of infant deaths for mothers aged under 20 rose significantly from 0.92 to 1.27, four times greater than babies born to mothers aged 20 and over.
Francine Bates, Chief Executive of The Lullaby Trust said: “We have created the Safer Sleep for Babies animation to equip all parents with the knowledge they need to ensure their baby is sleeping as safely as possible.
“We know that babies born to teenage parents are most at risk of SIDS, we hope that by creating shareable content that can be accessed on the go, we will reach more young parents so they can learn about safer sleep. By doing so, we will be a step closer to reaching our goal of halving the rate of SIDS by 2020.”
Charleine Wain, semi-finalist of BBC’s The Apprentice series 11, is lending her support to Safer Sleep Week, having lost her son Caylan to SIDS in 2007: “No parent should ever lose their precious baby. Having lost a little boy myself, I know first-hand the pain and suffering you feel for the rest of your life. The one thing that will always remain when the cause of death is SIDS, is the ‘What if's’? They eat you up and stay with you forever.
“I hope to raise awareness to help prevent SIDS and reduce the chances of other parents experiencing the loss and suffering my family has been through by supporting The Lullaby Trust’s Safer Sleep Week.”
The short animation will be embedded on The Lullaby Trust website , shared across social media, and will be sent out to safeguarding boards, local councils and NHS trusts across the UK to help promote the campaign.