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SIDS Ad Shocks Parents into Remembering 'ABCs of Safe Sleep'

The Short of It

A new, in-your-face ad campaign from Celebrate One aims to teach parents the ABCs of Safe Sleep in an effort to reduce the risk of SIDS.

The Lowdown

Parents, do you know the ABCs of Safe Sleep? If not, a new multi-media ad campaign from Celebrate One may help you remember them.

"Babies are to sleep Alone, on their Backs and in a safe Crib," the video's voiceover explains. "When we skip any of these steps...we put our babies at risk." All the while, the camera slowly pans out from the image of a white, stuffed bunny sprawled alone on a blue crib mattress, until it finally reveals that the mattress is lying inside a grave.

The spots are shocking and hard to watch. But according to Lianne Eagle, director of Celebrate One, which is an organization striving to reduce infant mortality in the Columbus, Ohio, area, they've been designed that way in an effort to keep babies alive and reduce the risks of SIDS.

"We can't sugar coat this message, because if we fail to really get the word across, then babies will die," she told WOSU Radio. "These deaths are preventable. And so there are things that we can do that are very simple by people understanding how they can safely put their babies in bed."

She says things like removing all bumpers, blankets, pillows and stuffed animals from your child's crib are just as necessary as placing your child on his back.

Infant Safe Sleep Campaign from Columbus Public Health on Vimeo.

The Upshot

Alone, on their backs, in a crib. SIDS is scary, yet often preventable. Nathan Hurd, who lost his son to SIDS in 2009, knew to put him on his back when he was put to bed, but he did not know the blanket placed in the crib was unsafe.

"I wish I could go back," he told WOSU Radio. "I always wonder what would've happened if he didn't have that blanket with him."

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