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Infant Cot Death & Firmometter Strategic plan

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Infant Cot Death & Firmometter Strategic plan

  1. 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. 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. 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. 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. 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. 6. Vision: Eliminates incidences of infant cot death related to mattress firmness Values: • Integrity • Respect • Accountability • Cooperation OUR Vision
  7. 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. 8. SWOC ANALYSIS
  9. 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. 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. 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. 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. 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. 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. 15. How to accomplish our goals and mission? Implementation Plan
  16. 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. 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. 18. Key message Let's firmomete our mattress to make sure our baby is safe Step 2 – Parents and Public
  19. 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. 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. 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. 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. 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. 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. 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. 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. 27. Thank you

Editor's Notes

  • SA Health will lead and deliver a comprehensive and sustainable health system that aims to ensure healthier, longer and better lives for all South Australians.This mission will be achieved by strengthening primary health care, enhancing hospital care, reforming mental health care, improving the health of Aboriginal people and committing to a health system that produces positive health outcomes by focusing on health promotion, illness prevention and early intervention.SA Health will work with other government agencies and the community to address the environmental, socioeconomic, biological and behavioral determinants of health and to achieve equitable health outcomes for all South Australians.
  • Increase awareness of Infant cot deathPractical options for addressing the issue:Target parents and childcares The barrier to address this issue are:- access and communication. There are many number of parents and childcares that need to be targeted. - lack of funding since the internal stakeholder still has low awareness about the issueThe proposals:- Maximize the use of social media i.e. facebook, community blog, youtube- Make a collaboration with small communities in SA. It is better to target the community where the area has high young people. The data can be found from “family and household of demographic SA”.- Make a collaboration with organizations that have the same value which focus in children health i.e. CYH SA (Child and Youth Health SA), RCN (Raising Children Network), Better Health Channel etc.Target internal stakeholdersThe barrier is that there are many health issues that SA health faced. To make infant cot death a priority, SA health / government need more research about the issue which need high cost.Proposals:Try to get sponsor from external stakeholder to make a research to give definite prove of danger of the mattress softness for the babies.Have some research to find international journal or publication related to infant cot death Target NGOs / international organizationsThe barrier is the access and communication. How we get access to those NGOs?Proposal:Determine which NGOs or international organization that have the same goals or purposeMake communication with themTarget manufactures and Standard AustraliaThe barrier is that the manufacturer will be aware with the issue when the consumer (i.e parents) already have aware about ICD. Standard Australia provide standard to guide the industry. It is self regulatory, so there is no binding agreement that the manufacturer need to use that standard.Give a presentation to the manufacturer about how the standard of the firmness of mattress can increase the value of the product.5. Target all stakeholdersThe barrier is the difficulty to reach all those stakeholder at the same time.Proposal:Approach the government to set regulation for the standard of cot mattress firmness. With regulation, all stakeholders can be approached at the same time.
  • 1. Sealy of Australia1299 Boundary RoadWACOL QLD 4076Phone1300 656 4542. Dreamland BeddingBedworx Pty Ltd 2/194 Prospect Road, Prospect, South Australia 5082Phone: (08) 7200 54293. Elite Bedding Co.966 - 970 South RoadEdwardstown SA 5039(08) 8347 7577sales@elitebedding.com.au4. Rockdale Mattress Factory610 Princes Highway, Rockdale 2216 NSWPhone (02) 9599-0599 Email info@RockdaleMattressFactory.com.au
  • Word of Mouth:This is an important channel where parental experiences are passed from the elders to the younger generation and in communities with strong bondingSocial Media: This channel has been growing strongly both in coverage, frequency, credibility (as it combined with word of mouth) and has become of bigger importance.Government/ Health Department: pre maternal courses, hospital, local medic centres. This channel is highly creditable and normally focusing on health nationwide campaign
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