Encouraging Safe Sleeping and Healthy Births

Unsafe sleep contributes to 15 to 20 infant deaths each year in Milwaukee.  Of the 90 sleep-related deaths between 2005 and 2008, nearly 80% involved pillows, blankets, or other soft items; nearly 70% involved a shared sleep surface (bed-sharing); nearly 70% of the infants were exposed to second-hand smoke; and 40% were not placed on their back to sleep.

This component of the Public Health Impact Initiative for Healthy Births includes two sub-components: 

Cribs for Kids

Engage in direct service provision and collaborative partnerships with external organizations to advance safe sleep practices, involving the "Cribs for Kids" program which provides parents of at-risk infants with portable cribs and education about safe sleep.  Led by Anna Benton, MA, City of Milwaukee Health Department, this sub-project has accomplished the following:

• Purchased 1,370 each of portable cribs, fitted sheets, and sleep sacks.
  
• Continued provision of portable cribs and safe sleep education to 1,200+ clients.
• Provided 25+ trainings on infant mortality, including to nursing students, new staff, at community health fairs, community partner trainings, and the Safe Sleep Sabbath.
• Facilitated purchase of 650+ portable cribs by other agencies, including the Hope Network; West Allis Health Department; Center for Quality Community Care; Milwaukee Health Services, Inc.;  Wheaton Franciscan Health Care - St. Joseph's Women's Center; and Pro-HealthCare - Waukesha Memorial Hospital.
• Assisted new agencies with becoming "Cribs for Kids" providers, including the West Allis Health Department, Center for Quality Community Care, Milwaukee Health Services, and Wheaton Franciscan Health Care St. Joseph's Women's Center.
• Created the Infant Safe Sleep Community Partner Initiative in collaboration with Columbia St. Mary's Aurora Family Services, Wheaton Franciscan St. Joseph's, Children's Community Health Plan, Children's Health Alliance of Wisconsin. 20+ agencies attended safe sleep training sessions from August to September 2011.
• Held other Safe Sleep events/activities, including the Safe Sleep Sabbath, SERVE Marketing portable crib displays at Mayfair Mall, and planning for the June Infant Mortality Summit that is focused on the social determinants of health.

Social Marketing Campaign

Create two broad-based, community-focused marketing campaigns to raise awareness among affected community members about the importance of prenatal care and other healthy behaviors that improve birth outcomes.  Led by Bonnie Halvorsen, MA, Zilber School of Public Health, and Anna Benton, MA, City of Milwaukee Health Department, this project has:

• Tested concepts and messages of both campaigns in focus groups with various demographic memberships and an Advisory Team.
• Launched a new Strong Baby campaign in January 2012.
• Interviewed 100 women for the Women2Women campaign with the first montage being revealed at the United Way Women's Luncheon in May, and launched a facebook page.