Abstract
The dramatic success of "reduce the risk" and "back to sleep" campaigns in decreasing infant deaths due to SIDS is well known. However, rates of SIDS in many countries have reached a plateau, and other causes of sudden unexpected infant death, such as accidental suffocation in unsafe sleeping environments, have increased. As a result, campaigns and educational interventions need to be flexible to address the challenges of changing infant mortality patterns and new research findings. Families that have difficulty adhering to safe sleep and other reduce the risk recommendations require innovative and targeted methods to encourage behavior change. This panel will 1) explore the ways in which eight countries (Australia, Canada, Germany, Israel, United Kingdom, New Zealand, the Netherlands, and the United States) are addressing cultural and other challenges in the design of their campaigns; and 2) describe the strategies they have developed to influence those who are hardest to reach and most difficult to engage.