Consistent approach to cot death advice needed 

15 September 2005

Consistent approach to offering cot death advice needed.

The Foundation for the Study of Infant Deaths (1), with support from grobag® (2), has carried out an opinion poll of new parents about whether their midwife or health visitor discussed how to reduce the risk of cot death with them (3).  Nearly one third of parents (31%) said that they had not or that they had no recollection of a discussion.  There are large regional variations with, for example, 54% in London recalling a discussion compared with 87% in the North of England.

Other key findings show that many health professionals are discussing the advice too late.  Less than half (49%) of parents who did recall a discussion reported that it took place during the pregnancy yet it is important to discuss the advice at that stage  so parents can know to cut smoking, what bedding is safe to buy and to sleep baby on the back from day one.

Please see the attached fact sheet for further results and interesting regional breakdowns.

FSID has created a new colourful, eye-catching, cartoon style sticker specially designed to be stuck on parent held notes for pregnant women, on hospital cots and on parent held baby health notes.  This aim is to complement the work of health professionals and remind them to discuss this essential advice.  The stickers are being sent to maternity units and Sure Start programme centres across England, Wales and Northern Ireland.

Joyce Epstein, FSID director, said:
“Promotion of advice to reduce the risk of cot death is patchy, varying according to where the baby is born, and may come too late, after inappropriate bedding has been bought or other unsafe arrangements made.  Although most midwives and health visitors are doing a great job, we need to try to ensure that everybody gets the right advice at the right time. If everyone followed the Reduce the Risk message, we estimate cot deaths could be cut by over half right now.

“We are sending the stickers to midwives and health visitors to encourage them to stick the new resource on the mother’s notes when she first meets with her midwife in pregnancy, stick them on the hospital cot and for health visitors to stick it on the baby’s health notes, to prompt discussion at every stage.”

Rob Holmes, Director of grobag® said:
“We are delighted to be the sponsors of this great new sticker.  Parents can often feel bombarded by advice and it does not always sink in.  This new sticker is clear, colourful and accessible, focusing on the key steps to reduce the risk of cot death such as sleeping babies on the back and avoiding overheating.”

Sally Inch, midwife and FSID advisor said:
“Midwives are doing a fantastic job around the country but often lack the resources to make the lifesaving cot death advice stick.  When you consider how much information midwives have to impart to new parents it is very encouraging to learn that almost three quarters of them recalled receiving advice on cot death prevention from their midwife.  Hopefully these colourful new stickers will help all parents remember how to give their babies the chance of a lifetime”

Notes to editors

1.  The Foundation for the Study of Infant Deaths is the UK’s leading baby charity working to prevent sudden deaths and promote health.  FSID funds research, supports bereaved families and promotes safe baby care advice to parents and professionals.

2.  grobag® is a specialist safe sleep brand and helps fund FSID research.  grobag® has worked in partnership with FSID since 2000, when Rob and Ouvrielle Holmes, creators of the grobag® baby sleeping bag, approached FSID on how best to develop their product, recognising that loose bedding can be a danger to babies.

3.  FSID commissioned Ipsos Capibus to carry out the opinion poll between 29 July and 18 August 2005.  162 parents were interviewed in their own home.  All had a baby aged under one year old.  Results are nationally representative.

4.  Sally Inch is a midwife and represents the Royal College of Midwives on FSID’s Information and Support Committee.

5.  Please see the attached fact sheet for further survey findings, including regional breakdowns.

6.  The reduce the risk of cot death message is:
• Cut smoking in pregnancy - fathers too!
• Do not let anyone smoke in the same room as your baby
• Place your baby on the back to sleep
• Do not let your baby get too hot
• Keep baby’s head uncovered - place your baby with their feet to the foot of the cot, to prevent wriggling down under the covers
• If your baby is unwell, seek medical advice promptly
• The safest place for your baby to sleep is in a cot in your room for the first six months
• Do not share a bed with your baby if you or your partner:  
• are smokers (no matter where or when you smoke)
• have been drinking alcohol
• take medication or drugs that make you drowsy
• feel very tired.
• Never sleep with a baby on a sofa or armchair
There is also a risk that you might roll over in your sleep and suffocate your baby, or that your baby could get caught between the wall and the bed, or could roll out of an adult bed and be injured.

7.  Editors are encouraged to include FSID’s Helpline number 0870 787 0554 in any reporting.

8.  A high resolution file of the cartoon sticker can be sent for reproduction by email on request.
 

9.  Interviews with FSID representatives, cot death parents and Grobag should be possible.

Media enquiries:
Sarah Kenyon, Communications manager 0870 787 0726 / 0870 787 0885 / 07981 899 827

 

 

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