1. Kohunga Aituaa Ohorere

2. Background
New Zealand highest rates of SUDI of all OECD countries

3. Northland
92% 8%
N=61 deaths
Number of SUDI Deaths 3

4. Maternal Age
Rate per 100,000 Births 4 4

5. Age of Baby
Rate per 100,000 Births 5 5

6. 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

8. 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

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

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

11. Sleep Intervention

13. Sustainability

14. 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

15. 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

16. 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

24. 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