S t r a t e g i c P l a n

Prevention of Infant Cot

Death Using Firmometer

• Client: Department of Health and Ageing• Client Rep: Dr. Ron Sommers, Director of Epidemiology, S.A, Department for Health and Aging• CMU Team: Chikezie Isiguzo, Elizabeth Kioria , Thien-Huong Do, Caroline Kiriga, Mustiawati D.O

Hussin

• INSTRUCTOR: Tim O’Loughlin

Mission

• Comprehensive and sustainable health system

• Focuses on health promotion, illness prevention and early intervention.

• Achieve equitable health outcomes for all South Australians.

The best health for South Australians

• Integrity, • Respect, • Accountability

Vision Value

SA HEALTH

Strategic Issue

How to get people to use the Firmometer to prevent Infant Cot

Deaths? Current evidence suggest that among other factors infant cot mattress firmness is one of the risk factors of SIDS. Infant Cot

deaths related to mattress firmness require major attention on the measures to prevent them from

happening.Neglecting prevention of infant cot deaths is an opportunity

foregone. We do not need to lose one more infant for the

issue to receive attention.

Mission Statement

In line with SA Health Mission, this Strategic Plan’s aims to:• Increase awareness of Infant cot death• Promote the use of Firmmometer to measure mattress

firmness• Target and mobilize relevant stakeholders to standardize

infant sleeping mattresses.

Desired outcome

• Eliminate incidences of infant cot death related to incorrect mattress firmness

• Public awareness of the right infant cot mattress

• Standardized Safe sleeping environments for ALL infants

OUR Vision

Vision:

Eliminates incidences

of infant cot death related

to mattress firmness

Values: • Integrity• Respect• Accountability• Cooperation

Scopes

• Our strategic plan focuses on infant cot deaths related to mattress firmness

• The strategic plan applies to the state of South Australia

• Sources of inform and examples are from within and outside Australia

SWOC ANALYSIS

• Low cost on the firmometer

• Information can be easily spread

• Concept can be easily understood

• Credibility: research comes from credited researchers

from developed countries

STRENGTHS

• Infant cot deaths related to mattress firmness is not a

popular concept

• ICD related to mattress firmness is NOT prioritized by

stakeholders

• Inadequate resources to support promotion

• Firmometer is only meant for mattresses, not other

sleeping surfaces.

WEAKNESSES

• Mobilizing stakeholders on board

• Difficulty ascertaining the proportion of SIDS associated

with infant mattresses.

• Difficulty convincing the public on the role of firmometer in

prevention of ICD

• Difficulty to get users to switch infant cot mattresses.

• Possibility of price hike for infant cots

• No benchmarking/standard in Australia

CHALLENGES

• Easy to attract public attention (parents)

• Related Millennium Development Goals for reducing infant

mortality

• Strategy is in line with SA Health mission statement

• Increased support and collaboration with various stakeholders:

parents, health professions, SA Health, NGO’s such as National

SIDS Council.

• There are potential stakeholders that can support the strategy

• Opportunity for further research & development

OPPORTUNITIES

Stakeholder Analysis

Stakeholders Aware of ICD

Understand the need of cot mattress firmness testing

Understand the need for standardized infant mattress

Internal:

- SA Health Department- Doctor- Pediatric/ Prenatal Care

nurses- Child Care Center

supervisors

YesYesYes

Yes

NoNoNo

No

NoNoNo

No

Stakeholders Aware of ICDRelated to mattress firmness

Understand the need of cot mattress firmness testing

Understand the need for standardized mattreses

External:-Parents & Childcares- Politicians- Cot mattress -

Manufactures- Standard Australia- NGOS / International

Organization- National SIDS council

of Australia- National Institute of

Clinical studies

NoNoNo

YesNo

Yes

Yes

NoNoYes

YesNo

No

No

NoNoNo

YesNo

No

No

Implementation Plan

How to accomplish our goals and mission?

Step 1 – Cot Mattress Manufacturers

Key message

Our beautiful, comfortable baby mattress are according SA Heath Standards

As safe as mom's bosom

GOAL | Objectives

Action Plan HOW | Descriptions Who involves

Collaboration with cot mattress manufacturer

Create a Win-Win colaboration

Long term partnership with mattress manufacturer

Co Marketing-communication programs

What to do: • Trigger mattress manufacturers

from the marketing perspective that standardization of the of mattress firmness increase the value of the product.

• Set up agreement of collaboration of different levels.

Benefit for matress manufacturers:Supports and Credential: SA Health can test and approve that their mattress meet standards, they can corporate this in their mar-com campaigns.Endorsement by SA Health.

Mattress manufacturers (and their marketing team) - Sealy Australia- Dreamlad

Bedding SA- Elite Bedding Co.

SA- Rockdale Mattress

Factory NSW- Sandmand

Mattress Co. Geelong VIC

SA Health representative

Step 2 – Parents and Public

Key message

Let's firmomete our mattress to make sure our baby is safe

Parents

Public

General Media Landscape:

• Word-of-mouth

• New media/ social media/ Online forums

• Government/Ministry of Health: Pre maternal courses, hospital, local medic centres

• Traditional media: Newspaper, TVs, book

* Key media and approaching should be selected depending on each market

1

2

W H O A R E W E TA L K I N G T O ?

Parents and Public

GOAL | Objectives

Action Plan HOW | Descriptions Who involve

Create / Enhance ICD awareness

.

• Educate about IDC• Introducing about

hidden threats • Create sense of

importancc about mattress's firmness

EMOTIONAL APPROACHING Thru media, disseminate the information: In the first 12 months there are hidden threats to your baby that you might not know. Among that ICD is among the most dangerous but avoidable threat.

• Have you ever heard about ICD Parents must know about ICD

• The beautiful mattress for your baby can have hidden threats

• Is your baby mattress a safe environment?

• Estimated 60,000 babies died of ICD

Media (refers to previous slide about media landscape)

Parenting info source

Endorsers (Famous parents, Influential Blogger, Health expert)

Any parent and every person

Communication Tools: Prenatal counselling, firmometer flyers (in prenatal care package), Talks and workshops with department of child services; with community, local council, at home testing to new mothers.

Phase 1 – ICD Awareness

GOAL | Objectives

Action Plan HOW | Descriptions Who involves

Engage our audience and grow their involvement in the issue on an evolving bases.

• Expert's opinion to highlight the matter from profesional perpective

• Distrubute “Do-it- yourself” guidline/ leaflet/ booklet

FUNCTIONAL APPROACHINGInterview with Dr. Ron • ICD prevention: Firmometter • "It takes less than 10 mins to

check if the mattress for your baby is safe or not"

• Distribute Firmomete –It-Yourself booklets

Media (refers to previous slide about media landscape)

Parenting info source

Endorsers (Famous parents, Influential Blogger, Health expert)

News Release about Firmometter and its user guideline

Media

Phase 2 – Engagement

GOAL | Objectives

Action Plan

HOW | Descriptions Who involves

Engage our audience and grow their involvement in the issue on an evolving bases.

Create entertain-community events

Create Firmometer Day in town

Community involvement Depend on each market, pick the best effective/strong/high creditability community to organise some events

Idea: Kids and Baby Market and Bedding Day with WTT (the biggest online parental community)How: To invite parents bring their kid together to join Bedding Day- an event with games for kid, parental info for parents, lucky draw and a Bedding corner. What: To distribute leaflet about firmometer, demonstrate how to use the firmometer. Meet with Dr. Ron. Let's checkout the Bedding corner to find the best mattress for your kids (and if you are lucky you can get a free one!)* This needs partnership with mattress producers for best results

Idea: Firmometter Day in towns

Media (refers to previous slide about media landscape)

Parents Mattress producers

News Release about Firmometter and its user guidelineNews release about all events

Media

Step 3 – Embed the Standard in everyone's mind

Media: • Strongly focus on Top Media of Mainstream, Healthcare, Mom& Baby

Groups only (depends on each market) • Well balanced between traditional media and new media (Online, Social

network)

Frequent Activities/ Content / Tools:• Well balanced between Functional and Emotional/ Lifestyle approaching• Using visual element to draw attentions (catching photos, bold design….) • Quarterly Press release for frequent updates to keep in touch with the

media & to maintain media coverage.• Instruction on Home-made firmometer should be made clear by highly

trusted voice/ mainstream media. • Workshop is tool to talk directly to first group of target audience (parents).

Mar-con strategies

Part 3 – Gov and international Org

GOAL | Objectives

Action Plan HOW | Descriptions Who involves

International recognised standards for Mattress

Reach out for international collborations and supports

• Approach the government to set regulation for the standard of cot mattress firmness.

• With regulation, all stakeholders can be approached at the same time.

• More research is needed to give definite prove of danger of the mattress softness for the babies.

• International health journals related to infant cot death should be published and made available to the public.

* Focus on NGO’s or international organization whose goals are to improve the health of the public and communicate with them for more support.

Communities

Organisations(-Child and Youth Health SA- CYH SA ; Raising Children Network (RCN); Better Health Channel etc.)

Service providers (childcare center)

• Viral clip on the internet about ICD

• Viral clip on the internet about how to make a firmometter

• Testimonials

• Social opinion leaders (from the community, can be their

blog push or status about the issue)

Others Ideas

Summary

Step – 3 GOVERNMENT & INTERNATIONAL ORG

Step 1 – COT MATTRESS MANUFACTURE

Step 2 - PARENTS AND PUBLICS

International recognised standard for MattressAdoption of the standards

Everyone knows about ICD and how to prevent it

• Collborations • And, supports from

government and international organisations

• Create a Win-Win colaboration

• Co Marketing-communication programs

• Mattress's firmness and educate about IDC• “Do-it- yourself” guidline/ leaflet/ booklet• Entertain-community event and Firmometer

Day in town

• Government • Communities • Organisations• Service providers

• Mattress manufacturers

• Healthcare specialist

• Media • Parents and everyone • Manufacturers• Communities

• Researches • Reports • Inter-national seminar,

meetings, discussion

• Mar-com capaigns• Health campaign

• Traditional media, new media• Leaflet, brochure, booklet• Talks, workshop, in-house training • Entertain-community events

ACTION PLAN

STAKE HOLDERS

TOOLS

GOAL

Eliminate ICD

Next step: eliminate other risks associated to infants' sleeping environments

Thank you