Kohunga Aituaa Ohorere

Background New Zealand highest rates of SUDI of all OECD countries

Northland 92% 8% N=61 deaths Number of SUDI Deaths 2004-2008 3

Maternal Age Rate per 100,000 Births 4 4

Age of Baby Rate per 100,000 Births 5 5

Gestation Rate per 100,000 Births In NZ 328 infant deaths were classified as being SUDI. 61.6% Maori. National SIDS prevention campaign of 1991, the first of its kind internationally. Following the campaign, non-Māori SIDS rates decreased significantly, but Māori SIDS rates decreased minimally by comparison. Rate per 100,000 Births 6 6

SUDI and Bed-Sharing Estimated SUDI rate per 1,000 live births If parents follow our SIDS prevention messages the SIDS rate is very low. If they bed share but otherwise do the right things the risk is increased almost 3 fold. The combination of parental smoking, bed sharing AND alcohol is lethal (2.8/100). Key: Group A- Breastfed, no smoking caregiver Group B- Breastfed, mother smoking Group C- Bottle-fed, both parents smoke Yellow- Room-sharing not bed-sharing Red- Bed-sharing Estimated SUDI rate per 1,000 live births

Targeted Approach Maori Mother’s under 25 Babies < 6months Premature Babies Bed-share Smoking

P.E.P.E Place Baby in a Baby Bed Eliminate Smoking Position Baby on Back Encourage Mum to Breastfeed 10 10

Sleep Intervention

Sustainability

Community Capacity New templates designed –- newsletters, posters, PowerPoint show where New intranet look –show snapshot of page Backroom work – team of people reviewing everything about the intranet –how, where and storage of files –SharePoint

Community Empowerment Build a positive profile of the Northland District Health Board to better position the organisation to effect change in the health status of the population and achieve A healthier Northland (Northland Health Services Plan) Underlying objective is to establish the DHb as the provider of this informaiton –build a better profile so that when bad things happen we have a cusion and can slowly effect change Objectives Promote key headline target health promotion messages across the two platforms Health promotion messages come from current workstreams and are supported by various mediums and call to action Raise community awareness of how easy it is to adopt a healthy lifestyle Encourage Northlanders to take care of their health and prevent long term illness

Whanau Hapu Iwi Promote key headline target health promotion messages across the two platforms Health promotion messages come from current workstreams and are supported by various mediums and call to action Raise community awareness of how easy it is to adopt a healthy lifestyle Encourage Northlanders to take care of their health and prevent long term illness

Communication methods Fleet Car bumpers - Utilise the NDHB fleet car bumpers to disseminate key health messages Radio campiagn – driven by your service plans –key priorities – show them April/May plan – how to feed into that plan ED TV – tell them about the programming –show them sample of ads… Billboard Structures - Construct billboard platforms at key NDHB owned or leased sites