Influencing parents’ beliefs about reducing the risk of cot death.

Clare JollyHealth Advisor to the FSID Information &

Support Committee.

Reduce the risks

• Place your baby on their back to sleep, in a cot in a room with you

• Do not share a bed with your baby if you have been drinking alcohol, or if you are a smoker

• Never sleep with your baby on a sofa or armchair

The Survey

• N = 506 (mothers)

• Mothers of children aged 6/12 to 3yrs

• Specific questions about infant care practice

• Specific questions about motivation

• strategic over-sampling

Most vulnerableparents

Young(<20yrs)

Unemployed +Poorly educated

Low income

The Findings.

• 19% were not persuaded that exposing a baby to cigarette smoke increases the risk of cot death

• 29% were not persuaded that prone sleeping is risky

• 47% were not persuaded that side sleeping carried risk

• (Not persuaded = do not believe)

The findings.

• Significant numbers knew but did not believe

The findings.

Disbelief ofprofessionals

Us and themdifferent “cultures”

Credibility of sourcesOf HP information

Family myths/rulesAnd beliefs

“The babies in this family are fineOn their front”

“Our babies are always fine on their front.”

The implications.

If what we’re doing doesn’t work……

…………do something else;

Positive Influences.

• Credible people “around” the information

• Fun, accessible health promotion sessions

• Media targeted specifically at the at risk group of vulnerable young parents

Teach your granny to text

• Non-corporate identity

• C U @ babyclub l8ter?

• U can come after school

“Losing Leah.”

Risk of co-sleeping on a sofa

“If a baby sleeps on a sofa with some one..”

Thank you to FSID for travel grant.