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Lift the Baby: A major video campaign aimed at cutting baby deaths

Players from London Irish Rugby Club have teamed up with health chiefs to launch a major video campaign aimed at cutting baby deaths.

Six members of the team have worked with NHS child safety staff from Berkshire on the video which was launched in London tonight (Tuesday 25 June).

The video is called Lift the Baby and is aimed at promoting safer sleeping in younger babies. The move follows figures showing more than 130 babies die in the UK every year in hazardous sleeping circumstances , for example, where a parent or carer falls asleep whilst holding the baby, unwittingly placing the child at risk of Sudden Infant Death Syndrome (SIDS).

The risks are exacerbated if the adult has been smoking, drinking using drugs or heavy medication or is excessively tired. But in most cases, if adults follow the safe sleeping guidelines, these deaths are completely avoidable.

Filming for the video took place at London Irish’s ground, the Madejski Stadium in Reading, and featured six players and their babies. The 90 second film was premiered at the London Irish Foundation launch earlier tonight and will be available on YouTube and a range of NHS websites from tomorrow (Wednesday 26).

The video is the result of a year long piece of work pioneered by Berkshire West Clinical Commissioning Group (CCG), East Berkshire CCG and a range of health partners.

Research showed that the bulk of information and support offered to new parents was aimed primarily at mothers, and the health teams wanted to develop something to reach out to new dads.

A series of father’s focus groups and Facebook groups dedicated to dads and male carers were set up to make sure the messages in the video campaign were relevant.

Sarah Bellars, Director of Nursing, East Berkshire CCG, said: “Parenting can be stressful and tiring. It is very easy to have your baby sleep on your lap or on your chest, while you take a minute or two to relax. What is clear is that this can be unsafe and unfortunately has resulted in loss of life.

“We need to increase awareness, especially with new dads, who don’t always get lots of information. Parents and caregivers need to remember to ‘lift the baby’ to a safe sleeping place. By spreading these key messages, we can all help to keep our babies sleeping safer for longer.”

Liz Stead, Head of Safeguarding Children at Berkshire West CCG said: “We’re absolutely delighted London Irish agreed to get involved with this project. This is an extremely important campaign, and to have such a high profile sports team on board means we’ll get our message out to so many people using London Irish’s wide appeal to people of all ages.

“Whilst the campaign is aimed at fathers, we’re keen for women to heed the Lift the Baby message too. The loss of a baby, or any child, is absolutely tragic and totally devastating for families and if our safe sleeping video makes an impact and saves just one life it’ll have been worth it,” she added.

Andy Keast, CEO of the London Irish Foundation, said: “We were delighted as London Irish Rugby Club and Foundation to support this ‘Lift the Baby’ campaign that we hope will spread awareness of a serious issue. If one person can benefit from this initiative then that will be fantastic.

“Community engagement is fundamental to the work we undertake as a Foundation, which is why it was fantastic to link up with NHS in Berkshire on this initiative.

“I would like to thank the players and staff: Matt Rogerson, Pat Cilliers, Franco van der Merwe, Brendan McKibbin, Matt Heeks and Brian O’Leary who were all more than happy to take part and support this,” he added.

A special website has been developed in partnership with the Lullaby Trust and features a link to the video along with a range of safe sleeping advice.

Jenny Ward, Chief Executive Officer from the Lullaby Trust said: “It’s great to see an awareness raising campaign targeted specifically at dads. We know that dozing off on a sofa or armchair with a baby is easily done but many parents are not aware of just how dangerous this can be. Sleeping on a sofa or armchair with a baby increases the risk of SIDS (Sudden Infant Death Syndrome) by up to 50 times. The video will help to raise awareness amongst new dads and help them to understand the safer sleep messages.”
The video is available at


The Lift the Baby campaign involves the following partners who form the Pan Berkshire Child Death Overview Panel and the video was produced by NHS Creative.

  • NHS Berkshire West CCG
  • NHS East Berkshire CCG
  • Royal Berkshire NHS Foundation Trust
  • Berkshire Healthcare NHS Foundation Trust
  • Frimley Health NHS Foundation Trust
  • South Central Ambulance Service NHS Foundation Trust
  • Bracknell Forest Council
  • Solutions4Health
  • Other organisations in the Pan Berkshire Child Death Overview Panel
  • NHS Creative

If you have any questions about the campaign please contact:

Berkshire West CCG:
Sally Moore, Communication & Engagement, RBFT/Berkshire West CCG

East Berkshire CCG
Sabahat Hassan, Senior Social Marketing and Communications Manager

If you need medical help and are unsure what to do, call NHS 111 for help and advice. They are available 24 hours a day.