infant cot death & firmometter strategic plan
DESCRIPTION
A beautiful group work.TRANSCRIPT
S t r a t e g i c P l a n
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
Mission
• Comprehensive and sustainable health system
• Focuses on health promotion, illness prevention and early intervention.
• Achieve equitable health outcomes for all South Australians.
The best health for South Australians
• Integrity, • Respect, • Accountability
Vision Value
SA HEALTH
Strategic Issue
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.
Mission Statement
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.
Desired outcome
• 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
OUR Vision
Vision:
Eliminates incidences
of infant cot death related
to mattress firmness
Values: • Integrity• Respect• Accountability• Cooperation
Scopes
• 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
SWOC ANALYSIS
• 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
• 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
• 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
• 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
Stakeholder Analysis
Stakeholders Aware of ICD
Understand the need of cot mattress firmness testing
Understand the need for standardized infant mattress
Internal:
- SA Health Department- Doctor- Pediatric/ Prenatal Care
nurses- Child Care Center
supervisors
YesYesYes
Yes
NoNoNo
No
NoNoNo
No
Stakeholders Aware of ICDRelated to mattress firmness
Understand the need of cot mattress firmness testing
Understand the need for standardized mattreses
External:-Parents & Childcares- Politicians- Cot mattress -
Manufactures- Standard Australia- NGOS / International
Organization- National SIDS council
of Australia- National Institute of
Clinical studies
NoNoNo
YesNo
Yes
Yes
NoNoYes
YesNo
No
No
NoNoNo
YesNo
No
No
Implementation Plan
How to accomplish our goals and mission?
Step 1 – Cot Mattress Manufacturers
Key message
Our beautiful, comfortable baby mattress are according SA Heath Standards
As safe as mom's bosom
GOAL | Objectives
Action Plan HOW | Descriptions Who involves
Collaboration with cot mattress manufacturer
Create a Win-Win colaboration
Long term partnership with mattress manufacturer
Co Marketing-communication programs
What to do: • Trigger mattress manufacturers
from the marketing perspective that standardization of the of mattress firmness increase the value of the product.
• Set up agreement of collaboration of different levels.
Benefit for matress manufacturers:Supports and Credential: SA Health can test and approve that their mattress meet standards, they can corporate this in their mar-com campaigns.Endorsement by SA Health.
Mattress manufacturers (and their marketing team) - Sealy Australia- Dreamlad
Bedding SA- Elite Bedding Co.
SA- Rockdale Mattress
Factory NSW- Sandmand
Mattress Co. Geelong VIC
SA Health representative
Step 2 – Parents and Public
Key message
Let's firmomete our mattress to make sure our baby is safe
Parents
Public
General Media Landscape:
• Word-of-mouth
• New media/ social media/ Online forums
• Government/Ministry of Health: Pre maternal courses, hospital, local medic centres
• Traditional media: Newspaper, TVs, book
* Key media and approaching should be selected depending on each market
1
2
W H O A R E W E TA L K I N G T O ?
Parents and Public
GOAL | Objectives
Action Plan HOW | Descriptions Who involve
Create / Enhance ICD awareness
.
• Educate about IDC• Introducing about
hidden threats • Create sense of
importancc about mattress's firmness
EMOTIONAL APPROACHING Thru media, disseminate the information: In the first 12 months there are hidden threats to your baby that you might not know. Among that ICD is among the most dangerous but avoidable threat.
• Have you ever heard about ICD Parents must know about ICD
• The beautiful mattress for your baby can have hidden threats
• Is your baby mattress a safe environment?
• Estimated 60,000 babies died of ICD
Media (refers to previous slide about media landscape)
Parenting info source
Endorsers (Famous parents, Influential Blogger, Health expert)
Any parent and every person
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
GOAL | Objectives
Action Plan HOW | Descriptions Who involves
Engage our audience and grow their involvement in the issue on an evolving bases.
• Expert's opinion to highlight the matter from profesional perpective
• Distrubute “Do-it- yourself” guidline/ leaflet/ booklet
FUNCTIONAL APPROACHINGInterview with Dr. Ron • ICD prevention: Firmometter • "It takes less than 10 mins to
check if the mattress for your baby is safe or not"
• Distribute Firmomete –It-Yourself booklets
Media (refers to previous slide about media landscape)
Parenting info source
Endorsers (Famous parents, Influential Blogger, Health expert)
News Release about Firmometter and its user guideline
Media
Phase 2 – Engagement
GOAL | Objectives
Action Plan
HOW | Descriptions Who involves
Engage our audience and grow their involvement in the issue on an evolving bases.
Create entertain-community events
Create Firmometer Day in town
Community involvement Depend on each market, pick the best effective/strong/high creditability community to organise some events
Idea: Kids and Baby Market and Bedding Day with WTT (the biggest online parental community)How: To invite parents bring their kid together to join Bedding Day- an event with games for kid, parental info for parents, lucky draw and a Bedding corner. What: To distribute leaflet about firmometer, 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
Media (refers to previous slide about media landscape)
Parents Mattress producers
News Release about Firmometter and its user guidelineNews release about all events
Media
Step 3 – Embed the Standard in everyone's mind
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
Part 3 – Gov and international Org
GOAL | Objectives
Action Plan HOW | Descriptions Who involves
International recognised standards for Mattress
Reach out for international collborations and supports
• Approach the government to set regulation for the standard of cot mattress firmness.
• With regulation, all stakeholders can be approached at the same time.
• More research is needed to give definite prove of danger of the mattress softness for the babies.
• International health journals related to infant cot death should be published and made available to the public.
* Focus on NGO’s or international organization whose goals are to improve the health of the public and communicate with them for more support.
Communities
Organisations(-Child and Youth Health SA- CYH SA ; Raising Children Network (RCN); Better Health Channel etc.)
Service providers (childcare center)
• 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
Summary
Step – 3 GOVERNMENT & INTERNATIONAL ORG
Step 1 – COT MATTRESS MANUFACTURE
Step 2 - PARENTS AND PUBLICS
International recognised standard for MattressAdoption of the standards
Everyone knows about ICD and how to prevent it
• Collborations • And, supports from
government and international organisations
• Create a Win-Win colaboration
• Co Marketing-communication programs
• Mattress's firmness and educate about IDC• “Do-it- yourself” guidline/ leaflet/ booklet• Entertain-community event and Firmometer
Day in town
• Government • Communities • Organisations• Service providers
• Mattress manufacturers
• Healthcare specialist
• Media • Parents and everyone • Manufacturers• Communities
• Researches • Reports • Inter-national seminar,
meetings, discussion
• Mar-com capaigns• Health campaign
• Traditional media, new media• Leaflet, brochure, booklet• Talks, workshop, in-house training • Entertain-community events
ACTION PLAN
STAKE HOLDERS
TOOLS
GOAL
Eliminate ICD
Next step: eliminate other risks associated to infants' sleeping environments
Thank you