BJL will today unveil a hard-hitting integrated social marketing campaign on behalf of Manchester NHS, in an attempt to scale down the incidence of cot death in the greater metropolitan area.
The agency has created the pictured ‘Be Cotsafe’ campaign to drive the message home that babies should always sleep in cots.
This advice follows in the wake of fresh statistics that indicate that 60% of Sudden Infant Deaths (SIDS) in the Manchester area occur as a direct result of infants sleeping in bed with their parents or on the sofa.
BJL launches the campaign today – on Universal Children’s Day - across outdoor, press and ambient channels, with additional support from PR activity.
The new campaign
Ethna Dillon, the NHS vulnerable babies manager and project leader, said of the activity: “We appointed BJL last Christmas to provide an ad for us and this year we wanted the campaign to have a wider reach into our target communities.
“This year’s impactful campaign launches our ‘Be Cotsafe’ message and asks parents and carers to adopt safe sleeping practices with their babies.
"There has been much research into Sudden Infant Death over the years, and one thing all the statistics show is that the safest place for a young baby to sleep is in their own cot close to their parents.
“The campaign with BJL takes the connotations of COT DEATH and turns it into a campaignable message we can use moving forward.”
BJL and Manchester NHS are working in partnership with FSIDS (Foundation of the Study into Sudden Infant Death) on the activity.
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