Research Translation Efforts

1. Research Translation Efforts Triesta Fowler-Lee, MD Medical Officer Public Information and Communications Branch

2. From “Back to Sleep” to “Safe to Sleep”

3. Back to Sleep Campaign • Launch of Back to Sleep (BTS) Campaign in 1994 • BTS Campaign Co-Sponsors • American Academy of Pediatrics (AAP) • Health Resources and Services Administration (HRSA)/Maternal and Child Health Bureau • First Candle/SIDS Alliance • Association of SIDS and Infant Mortality Programs (ASIP)

4. Campaign Outreach • General • African American • American Indian/Alaska Native • Health Professionals (Nurses & Pharmacists) • Statewide efforts in Mississippi

5. BTS Campaign Publications

6. Other Campaign Materials

7. Getting Results • Since then, overall U.S. SIDS rate declined by 50% across all racial/ethnic groups • Rate of back sleeping among infants has increased by 40% • Data show risk factors for SIDS and infant mortality go beyond back sleeping • Risk factors include features in the sleep environment

8. Safe to Sleep Campaign Logo Developing the New Campaign Name English New expanded campaign name—the words feel like a natural evolution from Back To Sleep (as focus groups participants told us). New expanded campaign logo integrates feedback from participants involved in the focus groups: A simple image of a baby (of indiscriminate race/ethnicity) alone, clearly on its back and in a crib or obviously enclosed area without any objects in the sleep environment. Spanish

9. Safe to Sleep Campaign Collaborators • HRSA/Maternal and Child Health Bureau • Centers for Disease Control and Prevention (CDC), Division of Reproductive Health* • AAP • American College of Obstetricians and Gynecologists (ACOG)* • First Candle • ASIP * New campaign collaborators

10. Safe to Sleep Campaign Materials

11. Safe to Sleep Campaign Materials (cont’d)

12. Safe to Sleep Campaign Outreach Plans • Campaign website launch – November • Video on safe infant sleep – November • Mississippi SIDS/Infant Mortality Conference in Jackson, MS – October • Arkansas SIDS Outreach Project launch – November • Safe to Sleep Champions Initiative on national level – 2013 • Update other campaign outreach materials –FY13

13. Resources Contact the Safe to Sleep Campaign at: 1-800-505-CRIB (2742) or http://www.nichd.nih.gov/SIDS

14. Campaign Coordinator Shavon Artis, M.P.H. Public Information Communications Branch NIH/NICHD 301-435-3459 artiss@mail.nih.gov

15. National Child and Maternal Health Education Program The NCMHEP is the first national education program of the Eunice Kennedy Shriver National Institute of Child Health and Human Development. The NICHD created the NCMHEP to provide a forum for reviewing, translating, and disseminating new research in the field of maternal and child health

16. NCMHEP: Coordinating Committee • This outcome will be achieved through a coalition of the nation's most prominent health care provider associations, federal agencies, nonprofit maternal and child health organizations, and other partners

17. NCMHEP Focus Areas • The NCMHEP will address one maternal and child health issue at a time for a period of 12 to 18 months. The specific length of this focus period will depend on the issue. • The Program's first focus area was initially chosen to be Late Preterm Birth. Then through discussions of the Coordinating Committee - Elective Deliveries prior to 39 weeks gestation also became part of the focus area. • Healthcare providers were chosen to be the first audience of this initiative

18. Physicians - maximum of 0.50 AMA PRA Category 1 Credit(s)™ • Nurses - 0.50 ANCC Contact Hour(s) (0 contact hours are in the area of pharmacology) • Nurse Practitioners - 0.50 AANP Contact Hours The NCMHEP recently launched a CME/CE in partnership with Medscape for all maternal and child health providers to alert them to the impact and effects of late preterm birth and of inducing delivery for non-medical reasons prior to 39 weeks

20. Is it Worth It? Video http://www.youtube.com/watch?v=kq3IxoEQwgI