FSID & Mothercare: together helping your baby sleep safely.

We are working together with Mothercare, the UK’s leading baby retailer, on a three-year partnership to promote safe sleep for babies.

The partnership was launched with a safe sleep poll on 21 February 2008 aiming to increase public awareness of the steps that every parent can take to reduce the risk of cot death.

Our ‘Reduce the Risk of Cot Death’ messages will also appear on product packaging, in the Mothercare catalogue and on promotional material. Our safe sleep advice will be available to all customers in store in the form of a leaflet . The leaflet contains information on what babies need for safe sleep and questions and answers about safe sleep. The leaflet also includes details of how parents can contact our helpline.

What Mothercare say: “We are so pleased to be working with FSID on this safe sleep campaign. We are providing parents with the opportunity – in stores, online and in our catalogue – to get advice on how to help their baby sleep as safely as possible. A free sleep safety leaflet will also be available from February 2008 in all Mothercare stores.” Liz Day, Health and Parenting Advisor for Mothercare

What we say: "We’re delighted to be working with Mothercare, and to have the opportunity to take awareness of cot death to a higher level. It’s astonishing to think that every single day a family finds that their baby has died unexpectedly and with no known cause. We know that this number could be reduced significantly if more parents were aware of the risks, and what steps they can take to reduce those risks.

“This is a landmark partnership for FSID that will play a huge role in spreading our lifesaving reduce the risk messages. Cot deaths devastate the lives of hundreds of families every year, and without constant awareness of the do’s and don’ts of safe infant care, the number of cot deaths could increase. It is fantastic that Mothercare has recognised the importance of this." Joyce Epstein, Director of FSID

For further information on Mothercare products please visit www.mothercare.com or call 08453 30 40 30.