Majority of parents fail to identify cot death hazards 

21 February 2008

For immediate release

Majority of parents fail to identify cot death hazards, new research finds

- Cot death charity and Mothercare launch new safe sleep campaign -

The vast majority of parents (75%) are not aware of many of the risks for cot death, according to new research carried out for the Foundation for the Study of Infant Deaths (FSID) and Mothercare. In the research, 797 parents were presented with a picture of a baby sleeping in a room where there were 8 cot death risks. Only 25% could identify the majority (more than half) of the risks.

Parents were least likely to identify as cot death risks that the baby was sleeping in its own room rather than in a cot in the parents’ room (10%), and that the baby was sleeping on its side rather than back (31%), both of which are known to double the risk of cot death. Parents were most likely to correctly identify a cot positioned next to a radiator (73%) as a cot death risk, followed by loose bedding (70%).

The findings are released today at the launch of a new three-year campaign by FSID and Mothercare to help babies sleep as safely as possible.

FSID Director Joyce Epstein says: “This poll shows that, while most parents are aware of some cot death risks, very few know how to make sure their baby is sleeping as safely as possible. Cot death is still the biggest killer of babies over one month old in the UK today, claiming the lives of around 300 babies every year. Our new partnership with Mothercare will help us reach even more parents with the very latest advice on how to reduce the risk of cot death.”

Liz Day, Health and Parenting Advisor for Mothercare, says: “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.”

- ends -

Notes to editors:

Media contacts
FSID: Nicola Peckett, 020 7227 5212 Nicola.Peckett@fsid.org.uk; Stacey Kerr, 020 7227 5210, Stacey.Kerr@fsid.org.uk  
Mothercare: Suzanne Trisk 01923 206224 suzanne.trisk@mothercare.co.uk  

Research findings
The survey of 797 parents of children aged 0-3 was conducted by Ipsos MORI on behalf of FSID between 4 and 31 January 2008. Parents were shown a picture (click here to see the picture), of a baby aged 1-6 months asleep in a cot in a room and they were asked to identify what, if anything, in the picture may increase the risk of cot death. Base: all parents of children aged 0-3. Weighted base: 812 respondents

Parents who identified the risks (percent)
Radiator: cot positioned next to radiator - 73%
Blankets: blankets are loose rather than firmly tucked in - 70%
Pillow: baby sleeping on a pillow - 52%
Hat: hat on baby’s head - 45%
Side sleeping: baby asleep on its side rather than back - 31%
Feet-to-foot: baby in middle of cot and not feet-to-foot position - 31%
Nursery: baby in its own nursery rather than parents’ room - 10%
Dummy: no dummy in baby’s mouth - 5%
Nothing wrong with this picture - 2%
Other - 4%
Don’t know - 7%

A further 32% wrongly identified cot bumpers as a risk, but research has shown that they have neither good nor bad effects in terms of cot death risk.

Number of cot death risks identified (percentage of parents polled)
1: 13%
2: 15%
3:  19%
4: 19%
5: 14%
6: 8%
7: 3%
8: -
Nothing wrong: 2%
Don’t know: 7%
Anything: 91%
Nothing: 9%
Average no. of responses: 3.48

The picture did not show parents smoking which is a major risk for cot death.

The Foundation for the Study of Infant Deaths
The Foundation for the Study of Infant Deaths is the UK’s leading baby charity working to prevent sudden deaths and promote infant health. FSID funds research, supports bereaved families, promotes baby care advice, and works to improve investigations when a baby dies. FSID runs a Helpline (020 7233 2090) for parents and professionals seeking advice on safe baby care. The Helpline also supports bereaved families. 

Mothercare
Mothercare is a global specialist retailer of clothing, home, travel and toys for mothers to be, babies and young children with 565 stores in 40 countries around the world. Mothercare has 339 international franchise stores outside of the UK, in 39 countries, primarily in Europe, the Middle East and the Far East. Mothercare recently increased its product offering and reach through the acquisition of the Early Learning Centre, the UK’s leading educational toy retailer, in June 2007. Website: www.mothercare.com Stockist number 0845 330 40 30.

As part of the new safe sleep campaign, Mothercare will be highlighting safe sleep advice in their catalogue, in a special new leaflet available in all stores, on their website www.mothercare.com, in their in-store magazine and e-communications, and on in-store product displays.

Illustrations
Please credit © Julie Anderson 2008 if you reproduce either or both of the illustrations supplied.

Technical summary
Sample: 797 parents of children aged 0-3 years old
Methodology: Face to face in home CAPI interviewing
Fieldwork: January 2008

Research conducted via in-home, face-to-face omnibus from January 2008 by Ipsos MORI’s Global Omnibus Services division. A sample of parents of children aged 0-3 years old in GB were interviewed, with data subsequently weighted to the known profile of this population. The survey was carried out via Ipsos MORI’s Face to Face Omnibus.

About Ipsos MORI
Ipsos MORI is the sum total of two successful research companies, Ipsos UK and MORI, which joined together in October 2005 to create the second largest research company in the UK. With a focus on Social Research, Media and Corporate Reputation, the company’s 950 staff offer a full range of quantitative and qualitative research services, as well as extensive international research capacity thanks to strong links with Ipsos companies around the globe. Working with hundreds of clients in both the private and public sectors, Ipsos MORI embraces both traditional and innovative research methods.