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Child rights action with informed and engaged societies
Children
After nearly 28 years, The Communication Initiative (The CI) Global is entering a new chapter. Following a period of transition, the global website has been transferred to the University of the Witwatersrand (Wits) in South Africa, where it will be administered by the Social and Behaviour Change Communication Division. Wits' commitment to social change and justice makes it a trusted steward for The CI's legacy and future.
 
Co-founder Victoria Martin is pleased to see this work continue under Wits' leadership. Victoria knows that co-founder Warren Feek (1953–2024) would have felt deep pride in The CI Global's Africa-led direction.
 
We honour the team and partners who sustained The CI for decades. Meanwhile, La Iniciativa de Comunicación (CILA) continues independently at cila.comminitcila.com and is linked with The CI Global site.
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Published 23 years ago
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Impact Data - Back to Sleep Campaign

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Date
Methodologies
A post-campaign tracking survey (replicating the pre-campaign benchmark survey, which was conducted in 1999) was conducted in the spring of 2001 to test awareness and attitude shifts related to Sudden Infant Death Syndrome (SIDS). The survey involved 605 respondents.
Knowledge Shifts
"Top-of-mind" awareness of SIDS was 97% in 2001, as compared to 94% in 1999.

In 1999, 61% of health professionals claimed to have given advice to place child on its side to sleep; 21% advised the placing of the child on its back. In contrast, in 2001, 21% claimed to have advised a side position, while 67% of advised a back position for the baby to sleep.

Among all respondents, 66% of those surveyed in 2001 said that a back position reduces SIDS risk (as compared to 45% in 1999).

In 1999, 84% of respondents said they were aware that secondhand smoke or smoking in the household increases risks of SIDS; 82% said smoking during pregnancy increases risk. In 2001, 89% said second hand smoking in the household increases risk of SIDS and 81% said smoking during pregnancy increases risk.
Practices
Among caregivers or parents that have taken action to reduce the risk of SIDS, 69% said that they lay their babies on their backs to sleep, up from 41% in 1999.
Access
In 2001, 79% of respondents claimed to have seen information on SIDS before, as compared to 71% in 1999.
Source
Tools of Change website.