The Safe to Sleep® Campaign
Safe to Sleep® educates millions of caregivers about ways to reduce the risk of SIDS and other sleep-related infant deaths. The campaign aims to reach a wide range of audiences, both across the country and across generations.
Challenge: Every year, about 3,500 sleep-related infant deaths occur in the United States, and SIDS is the leading cause of death among babies between 1 month and 1 year of age. Reaching caregivers of infants from all walks and stages of life—from babysitters to first-time parents—is crucial to reducing sleep-related infant deaths, and demands a creative, multi-front approach.
Solution: Palladian employs multifaceted strategies to meet target audiences where they are. For example, Palladian produced Instagram reels that infuse humor and trending audio files to grab young adults’ attention and educate. To reach grandparents and older caregivers, Palladian developed radio public service announcement (PSAs) that aired in geographic areas with higher rates of sleep-related infant death.
Results: Our reels garnered more than 36,000 impressions and nearly 1,000 interactions. The PSA campaign resulted in more than 2,300 airings by 200 stations in 100 markets, including the nationwide top 10, reaching an audience of nearly 21 million listeners. Giving caregivers the knowledge they need to keep their babies safe in the first stage of life is the first step in keeping them healthy for the rest of their lives.