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Northland DHB launches safe sleep TV commercials

Child & Youth Mortality Review Committee
05 December 2013

With one of the highest rates for sudden unexpected death in infancy (SUDI) in New Zealand the Northland District Health Board (DHB), in conjunction with the regional Child Health Network and Whakawhetu, has produced four television commercials promoting SUDI prevention with the acronym PEPE - Place, Eliminate, Position and Encourage.

Launched in time to celebrate Safe Sleep Day on 6 December 2013, the TV commercials have been produced with local Northland whānau and developed for distribution not only on national television but also via email and phone apps to expectant mums and their whānau.

Links to each of the videos are available below:

P: PLACE baby in his or her own baby bed.

E: ELIMINATE smoking in pregnancy, in the whānau and in the home.

P: POSITION baby on his or her back to sleep.

E: ENCOURAGE and support mum, so baby is breastfed.