Project information

Safer Sleep for Babies National Awareness

In 1991 our ‘Back to Sleep’ campaign led to a 70% drop in the number of babies dying of Sudden Infant Death Syndrome . Now our aim is to halve SIDS deaths by 2020. To achieve this we will run a national campaign to promote safer sleep practices, which reduce the risk of SIDS and save babies’ lives.

January 2017 - December 2017

Charity information: The Lullaby Trust

The Lullaby Trust logo
  • Need


    Each week, around 5 families are devastated by the sudden and unexpected death of an apparently healthy baby. It is not known what causes SIDS but research shows that there are simple practices that significantly reduce the risk of SIDS occurring. We want to ensure every parent, midwife and health visitor knows how to reduce the risk of SIDS. 800,000 babies are born in the UK each year and our aim is to reach all new parents with our life saving advice on safer sleep for babies.


    Our Safer Sleep Week campaign in 2016 reached more parents than ever before with our safer sleep messages. With £60,000 we could develop a national awareness programme of safer sleep advice to help save more babies’ lives. We would expand the campaign to ensure every parent, midwife and health visitor knows how to reduce the risk of SIDS. We will focus on reaching vulnerable families who are at higher risk, and target areas that the ONS stats show have a higher rate of SIDS deaths).

  • Aims

    Aim 1

    ‘Bounty’ would reach all new parents in England, Wales and N. Ireland with our safer sleep advice


    » Bounty will send 120,000 Safer Sleep information cards over 2 months to new parents. Send out 1,000 Safer Sleep packs to health workers nationally

    Increase public awareness; reach all new parents over a targeted time period.

    Aim 2

    Everyone involved in caring for a baby will be aware of the importance of Safer Sleep practices


    » Carry out a national survey and targeted advertising in GP surgeries for one year. Use press and high profile advertising to promote safer sleep.

    Keep a detailed record of circulation figures and media hits.

    Aim 3

    Work with vulnerable young parents (under 20) who are more likely to suffer a SIDS death.


    » Use social media to share our essential Safer Sleep advice. Work closely with Little Lullaby our partner charity for young parents.

    Keep a record of impressions and receive regular feedback from Little Lullaby ambassadors.

    Aim 4

    For our Safer Sleep advice to continue to reduce the rate of SIDS deaths


    » Through an awareness campaign on how to reduce the risk of SIDS, we hope to meet our aim of halving SIDS deaths by 2020.

    Keep up to date with the Office of National Statistics (ONS) who release information every year on SIDS deaths.

  • Impact


    Each year the Office of National Statistics releases its findings on the rate of Sudden Infant Death Syndrome.

    We are hoping that with a national campaign every new parent will be aware of the importance of Safer Sleep which will bring us one step closer to reaching our goal of halving SIDS to 150 per year by 2020. We will continue to work closely with the ONS and ensure we share these findings with our supporters.


    There are minimal risks associated with this project. Minor risks are linked to staff turnover however these can be overcome by thorough planning documents, should we need to recruit new staff. We currently have an experienced team of staff in place to work on this project including the Communications Manager, Communications Officer and a Director of Services.


    Donors to this campaign will receive updates detailing the progress that has been made and highlighting the impact that their donation has made. Major Donors will also be welcome to meet key staff involved with the project.

  • Budget

    Budget - Project Cost: £60,000

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      Amount Heading Description
      £23,700 Project Resources Leaflets, pack materials and posters (all collateral can feature Candis/Big Give logo). Contingency
      £12,740 Project marketing print Survey, metro advert, shopping centre & motorway service baby change, mother and baby magazine
      £12,560 Project marketing digital Radio day, digital adverts, social media campaign, GP screens showing Safer Sleep animation
      £11,000 Project branding Design and branding, video animation
  • Background


    We work across England, Wales and Northern Ireland. Whilst sudden infant death can affect any family, babies from families where the parents are under the age of 20, who smoke, misuse alcohol or drugs and from families experiencing a range of social and economic problems, are more at risk. We will use the ONS statistics to target areas with higher birth rates and higher rates of SIDS.


    Every year in the UK about 600 babies die unexpectedly, half of which will remain unexplained following a coroner’s investigation. This project will put us in a stronger position to reach out to new parents across the UK with advice which has the potential to prevent SIDS and so spare more families the devastation of losing a child.

  • Why Us?

    Why Us?

    We are a small charity making a big impact. Since we were founded in 1971 we have supported bereaved families, funded research and promoted public health information. Our work has reduced the rate of sudden infant death in the UK but 5 families per week are still devastated by the sudden and unexpected death of their baby. With our specialist knowledge we can support these families and reach parents with our vital Safer Sleep advice and in turn help reduce the number of deaths from occurring.

    Read more about the Charity running this project.


    Chris Rolles

    Project Manager

    Calum Ross

    Project Assistant

    Jenny Ward

    Jenny has vast experience with bereaved families and has specialist knowledge on Safer Sleep.