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Preventing SIDS: A Comparison of Health Canada’s and the National Institute of Child Health and Huma
Reducing the number of Sudden Infant Death Syndrome (SIDS) cases is an issue of serious concern. The “Back to Sleep” social marketing campaigns carried out in the United States and Canada not only demonstrate the importance of the issue in both countries, but also the subtle differences each country exhibited in their use of the campaign. The behavior change that was requested in each campaign was essentially the same: ● Place your infant on their backs to sleep ●Remove all extraneous soft bedding from their sleeping area In general, the audience segmentation was similar as well. Both campaigns targeted parents and caregivers, however the U.S. campaign had a special segment of the campaign dedicated to the African-American community. African-American infants are more than twice as likely to die of SIDS than Caucasian infants and the U.S. campaign made a specific effort to confront this problem. The Canadian campaign created a special focus on those involved with infant health care. They placed importance on ensuring health care professionals understood and encouraged the “Back to Sleep” message to the parents of their patients. The Canadian and U.S. campaigns employed similar communications tactics by mass distributing campaign materials, such as posters, sticker, etc. to places their target audiences frequent. These materials emphasized the core message of placing infants on their backs to sleep. The U.S. campaign seemed to place more prominence on the barriers to back sleeping (such as possible choking, infant sleeping preferences, and flat spots on infants heads) than the Canadian campaign. Both campaigns partnered with non-government organizations to increase the visibility and public credibility of their message. The methods of analyzing the campaigns success were very different. The U.S. campaign focused on the number of SIDS deaths since the campaigns inception (SIDS has been cut in half since the start of the campaign in 1994), while Canada’s analysis deals largely with public awareness of the campaign (increase in awareness of proper infant sleeping position up 22%, from 44% at campaign’s beginning in 1999 to 66% in 2001). Ultimately, both campaigns were successful and led to the decrease in the numbers of SIDS cases in both Canada and the U.S. The campaign comparison demonstrates how one message can be altered to fit the needs of two similar, but distinct societies.
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