The strategic plan aims to prevent infant cot deaths related to mattress firmness in three steps: 1) Create collaboration with cot mattress manufacturers to adopt standardized firmness levels and promote testing with firmometers. 2) Raise awareness among parents and the public about infant cot death and the role of proper mattress firmness through various media campaigns and community events. 3) Work with government and international organizations to establish internationally recognized standards for mattress firmness and gain additional support. The long-term goal is to eliminate all incidents of infant cot death associated with mattress firmness.

1. Strategic Plan
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

2. SA HEALTH
• Comprehensive and
sustainable health
system
• Focuses on health
promotion, illness
prevention and early The best
intervention. health for
• Achieve equitable South • Integrity,
health outcomes for Australians • Respect,
all South
Australians. • Accountability
Mission Vision Value

3. 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.
Strategic Issue

4. 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.
Mission Statement

5. • 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
Desired outcome

6. Vision:
Eliminates incidences
of infant cot death related
to mattress firmness
Values:
• Integrity
• Respect
• Accountability
• Cooperation
OUR Vision

7. • 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
Scopes

8. SWOC ANALYSIS

9. • 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

10. • 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

11. • 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

12. • 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

13. Stakeholders Aware Understand the need Understand the need
of ICD of cot mattress for standardized infant
firmness testing mattress
Internal:
- SA Health Department Yes No No
- Doctor Yes No No
- Pediatric/ Prenatal Care Yes No No
nurses
- Child Care Center Yes No No
supervisors
Stakeholder Analysis

14. Stakeholders Aware of ICD Understand the Understand the
Related to need of cot need for
mattress mattress firmness standardized
firmness testing mattreses
External:
-Parents & Childcares No No No
- Politicians No No No
- Cot mattress - No Yes No
Manufactures
- Standard Australia Yes Yes Yes
- NGOS / International No No No
Organization
- National SIDS council Yes No No
of Australia
- National Institute of Yes No No
Clinical studies

15. How to
accomplish our
goals and
mission?
Implementation Plan

16. Key message
Our
beautiful, comfortable As safe as mom's
baby mattress are bosom
according
SA Heath Standards
Step 1 – Cot Mattress Manufacturers

17. GOAL | Action Plan HOW | Descriptions Who involves
Objectives
What to do:
Collaboratio Create a Win- • Trigger mattress manufacturers Mattress
n with cot Win from the marketing perspective manufacturers (and
mattress colaboration that standardization of the of their marketing team)
manufacturer mattress firmness increase the - Sealy Australia
Long term value of the product.
partnership - Dreamlad
• Set up agreement of Bedding SA
with mattress collaboration of different
manufacturer - Elite Bedding Co.
levels. SA
Co Benefit for matress - Rockdale Mattress
Marketing- manufacturers: Factory NSW
communicatio Supports and Credential: SA - Sandmand
n programs Health can test and approve that Mattress Co.
their mattress meet standards, they Geelong VIC
can corporate this in their mar-
com campaigns.
Endorsement by SA Health. SA Health
representative

18. Key message
Let's firmomete our
mattress to make sure our
baby is safe
Step 2 – Parents and Public

19. W H O A R E W E TA L K I N G T O ?
General Media Landscape:
• Word-of-mouth
• New media/ social media/
1 Parents Online forums
• Government/Ministry of
Health: Pre maternal courses,
hospital, local medic centres
2 Public
• Traditional media: Newspaper,
TVs, book
* Key media and approaching
should be selected depending on
each market
Parents and Public

20. GOAL | Action Plan HOW | Descriptions Who involve
Objectives
• Educate about IDC EMOTIONAL APPROACHING Media (refers to
• Introducing about Thru media, disseminate the previous slide about
hidden threats information: In the first 12 months media landscape)
• Create sense of there are hidden threats to your
Create / importancc about baby that you might not know.
Parenting info
Enhance ICD mattress's firmness Among that ICD is among the most
dangerous but avoidable threat. source
awareness
• Have you ever heard about ICD Endorsers (Famous
. Parents must know about ICD parents, Influential
• The beautiful mattress for your Blogger, Health
baby can have hidden threats expert)
• Is your baby mattress a safe
environment? Any parent and
• Estimated 60,000 babies died of every person
ICD
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

21. GOAL | Action Plan HOW | Descriptions Who involves
Objectives
FUNCTIONAL APPROACHING Media (refers to
• Expert's opinion Interview with Dr. Ron previous slide about
Engage our
to highlight the • ICD prevention: Firmometter media landscape)
audience and matter from • "It takes less than 10 mins to
grow their profesional
check if the mattress for your Parenting info
perpective
involvement in baby is safe or not" source
the issue on an
• Distrubute “Do-it-
evolving bases. yourself”
• Distribute Firmomete –It- Endorsers (Famous
guidline/ leaflet/
booklet Yourself booklets parents, Influential
Blogger, Health
expert)
News Release about Firmometter Media
and its user guideline
Phase 2 – Engagement

22. GOAL | Action HOW | Descriptions Who
Objectives Plan involves
Community involvement Media (refers
Depend on each market, pick the best to previous
Create effective/strong/high creditability community to slide about
entertain- organise some events
Engage our media
community landscape)
audience and events
Idea: Kids and Baby Market and Bedding Day with
WTT (the biggest online parental community)
grow their
How: To invite parents bring their kid together to join Parents
involvement in Bedding Day- an event with games for kid, parental info Mattress
Create
for parents, lucky draw and a Bedding corner.
the issue on an Firmometer producers
What: To distribute leaflet about firmometer,
evolving bases. Day in town 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
News Release about Firmometter and its user guideline Media
News release about all events
Step 3 – Embed the Standard in everyone's mind

23. 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

24. GOAL | Action Plan HOW | Descriptions Who involves
Objectives
• Approach the government to set
Internation Reach out for regulation for the standard of cot Communities
al international mattress firmness.
recognised collborations • With regulation, all stakeholders can
Organisations
standards and supports be approached at the same time.
• More research is needed to give (-Child and Youth
for
definite prove of danger of the Health SA- CYH
Mattress
mattress softness for the babies. SA ; Raising
• International health journals related to Children Network
infant cot death should be published (RCN); Better
and made available to the public. Health Channel
etc.)
* Focus on NGO’s or international
organization whose goals are to improve Service providers
the health of the public and communicate (childcare center)
with them for more support.
Part 3 – Gov and international Org

25. • 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

26. Eliminate ICD
Step 1 – COT MATTRESS Step 2 - PARENTS Step – 3 GOVERNMENT &
MANUFACTURE AND PUBLICS INTERNATIONAL ORG
GOAL Everyone knows about ICD and how to International recognised
Adoption of the standards prevent it standard for Mattress
• Create a Win-Win • Mattress's firmness and educate about IDC • Collborations
ACTION colaboration • “Do-it- yourself” guidline/ leaflet/ booklet • And, supports from
PLAN • Co Marketing- • Entertain-community event and Firmometer government and international
communication programs Day in town organisations
• Mattress • Media • Government
STAKE manufacturers • Communities
HOLDERS • Parents and everyone
• Healthcare • Manufacturers • Organisations
specialist • Service providers
• Communities
TOOLS • Mar-com capaigns • Traditional media, new media • Researches
• Health campaign • Leaflet, brochure, booklet • Reports
• Talks, workshop, in-house training • Inter-national seminar,
• Entertain-community events meetings, discussion
Next step: eliminate other risks associated to infants'
sleeping environments
Summary

27. Thank you