Safe to Sleep® 2019 SIDS Awareness Month #SafeSleepSnap Toolkit

The Safe to Sleep® campaign invites you to participate in this year’s #SafeSleepSnap photo activity for SIDS Awareness Month. We appreciate your commitment to safe infant sleep practices and to raising awareness about safe sleep environments. Your participation is a valuable part of the campaign’s efforts to affect social norms around safe infant sleep by making images of safe sleep environments more common on social and other types of media.

Goals

The goals for the partner engagement in the #SafeSleepSnap activity are to:

  • Increase the number of organizations helping to promote the #SafeSleepSnap activity by using and encouraging the use of the #SafeSleepSnap hashtag
  • Affect social norms around safe infant sleep by making images of safe sleep environments more prevalent on social media

#SafeSleepSnap Activity Options

There is no right or wrong way to do a #SafeSleepSnap activity. This toolkit highlights two options:

  • Option A: social media activity (the #SafeSleepSnap planning team will launch this option in October 2019)
  • Option B: photo challenge activity

How to Use This Toolkit

This digital toolkit offers resources and guidance to help you/your organization plan and conduct your own #SafeSleepSnap photo activity during SIDS Awareness Month. In addition to raising awareness about safe infant sleep, we hope you will have fun with your #SafeSleepSnap photo activity, so be creative! This toolkit describes two activity options and provides resources and sample materials you can use. You can also tailor the sample materials to meet your organization’s specific activity, needs, and goals.

Browse the toolkit to find helpful materials including:

You can also download a PDF version of the full toolkit (PDF 374 KB).

The Centers for Disease Control and Prevention (CDC) co-hosted a webinar with the Safe to Sleep®Campaign, First Candle, Charlie’s Kids, and Cribs for Kids on July 15 to kick off this year’s #SafeSleepSnap activities. View slides from the webinar to learn even more about #SafeSleepSnap tips and ideas (PDF 4.8 MB).

#SafeSleepSnap Option A: Social Media Activity and Resources

Invite your followers to post a photo of a baby in a safe sleep environment or of baby and parent(s) next to a safe sleep environment on their own social media accounts, using the #SafeSleepSnap hashtag in their posts.

  • This is the option that the #SafeSleepSnap planning team will be using in 2019. We’ve included some sample promotional posts and images for this option later in the toolkit.
  • This is the least resource-intensive option. It only requires your organization to promote the activity, which you can do across your organization’s social media channels. You can track public engagement through the hashtag.

#SafeSleepSnap Option A (Social Media Activity) Resources

You can use this sample language and other materials to promote your #SafeSleepSnap activity on your organization’s e-newsletter, website, and other communication channels. Tailor as needed to tell audiences about your activity and to include details specific to your outreach and timeline.

Sample Invitation Language for Social Media Activity

Dear parents and caregivers:

To help raise awareness about safe infant sleep during Sudden Infant Death Syndrome (SIDS) Awareness Month in October, we’re inviting you to participate in a fun and friendly photo activity: the [insert your organization name] #SafeSleepSnap.

Parents, grandparents, aunts, uncles—anyone can participate by sharing a photo of a baby (up to 12 months of age) in a safe sleep environment on their social media accounts. Make sure you use the hashtag #SafeSleepSnap so everyone can see the adorable pictures of babies in safe sleep environments!

(Not sure what a safe sleep environment looks like? Check out this page for details.)

Here are the specifics:

  1. Post a photo of your baby, grandbaby, niece, or nephew in—or next to—a safe sleep environment on your social media accounts (Facebook, Twitter, Instagram, Pinterest).
  2. Use the hashtag #SafeSleepSnap in the post. This is how we’ll know you participated!
  3. Give yourself kudos for taking part in [insert your organization name]’s #SafeSleepSnap and helping us to raise awareness about safe infant sleep!

Be creative! Practicing safe infant sleep can be fun. Creativity and humor are encouraged in the photos and captions, as long as the baby’s sleep environment is still safe and follows safe sleep recommendations. This album  includes examples you can use as inspiration.

This is your opportunity to both show off your cutie and help other parents and caregivers to see that safe infant sleep can be fun.

We will also be posting #SafeSleepSnap photos on our accounts throughout October, so please like, share, and retweet with your friends and followers.

We look forward to seeing your #SafeSleepSnap!

Sample Promotional Social Media Posts

You can use and/or revise the language below to promote your #SafeSleepSnap activity on your social accounts. It’s a great way to keep your followers engaged in the activity and active in the safe infant sleep conversation. Please feel free to use example photos in this Flickr album  as inspiration in your social media posts.

Facebook
  • Show your followers what a safe sleep environment for baby looks like! Take a pic of your baby, grandbaby, niece, or nephew sleeping safely and share it with your followers using #SafeSleepSnap. Remember, safe sleep environments are firm, flat, & free of soft and loose items. Babies sleep safest on their backs! http://bit.ly/2WDRkk0
  • October is #SIDSAwarenessMonth. Help raise awareness of what a safe infant sleep environment looks like. Share a pic of your baby, grandbaby, or niece/nephew in a safe sleep environment with #SafeSleepSnap. Remember, babies sleep safest on their backs! http://bit.ly/2WDRkk0
Twitter
  • For #SIDSAwarenessMonth, share a pic of baby, grandbaby, niece, or nephew sleeping safely & use #SafeSleepSnap in your post. http://bit.ly/2WDRkk0
  • It’s a snap! For #SIDSAwarenessMonth, take a pic of baby, grandbaby, niece, or nephew sleeping safely & share with your followers. Use #SafeSleepSnap to spread the word about safe infant sleep. http://bit.ly/2WDRkk0
Instagram
  • During #SIDSAwarenessMonth, help us celebrate safe infant sleep! Take a pic of your baby, grandbaby, niece, or nephew sleeping safely and share it with your followers using #SafeSleepSnap. Remember: Safe sleep environments are firm, flat, and free of soft and loose items. Babies sleep safest on their backs! Use the link in bio to see what a safe sleep environment looks like. #SIDS #SafeSleep #baby #infant #mom #MomToBe #dad #DadToBe #family
    Link in bio: http://bit.ly/2WDRkk0
  • It’s a SNAP! This #SIDSAwarenessMonth, take a pic of your baby, grandbaby, niece, or nephew sleeping safely and share it with your followers using #SafeSleepSnap. Remember, babies sleep safest on their backs! Link in bio for safe sleep example. #SIDS #SafeSleep #baby #infant #mom #MomToBe #dad #DadToBe #family
    Link in bio: http://bit.ly/2WDRkk0

Back to top

#SafeSleepSnap Option B: Photo Challenge Activity and Resources

In 2018, NICHD and CDC conducted a #SafeSleepSnap safe infant sleep photo challenge with their staff. After hearing about this activity at the Cribs for Kids® conference, some organizations have expressed interest in carrying out their own challenge. For this option, challenge one or more partner organizations to collect #SafeSleepSnap photo submissions from their followers through email and/or social media. Whichever partner collects the most “wins.”

  • This is a more resource-intensive option that may require your organization to promote, track, review, and reward photo submissions.
  • Participating organizations will need to agree on a way to collect image submissions (e.g., asking followers to tag your organization along with #SafeSleepSnap), a common scoring method, ways to address any unsafe environment photos, and a way to celebrate the winner, all before starting the challenge. Remember, the goal is to get as many photos of safe sleep environments or infants next to their safe sleep environments as possible. A safe sleep photo will need to show an infant sleep environment that follows the safe sleep recommendations from the American Academy of Pediatrics (AAP). You can see what a safe infant sleep environment looks like by visiting this page.
  • Once you and your partners agree on the rules of this fun and friendly challenge, each organization will track the total number of submitted photos (of safe and unsafe sleep environments) from your audiences. Whichever group gets the most safe sleep photo submissions is the winner, and the winner can be announced on the participating groups’ social media channels.

#SafeSleepSnap Option B (Photo Challenge Activity) Resources

Consider using this copy to promote your effort in your organization’s e-newsletter, on the website, or through other channels to tell audiences about your #SafeSleepSnap photo challenge. Feel free to tailor this content with your organization’s name and specific dates that fit into your outreach timeline.

Sample Invitation for #SafeSleepSnap Challenge with Another Organization/Office

Dear parents and caregivers:

To help educate other parents and caregivers about safe infant sleep during Sudden Infant Death Syndrome (SIDS) Awareness Month, we’re inviting you to participate in a fun and friendly photo activity: the [insert your organization name] #SafeSleepSnap.

Parents, grandparents, aunts, uncles—anyone can participate.

We’re collecting photos of babies (up to 12 months of age) in safe sleep environments by [specify email, social media, Facebook, etc.] to raise awareness about safe infant sleep. We’re also in a friendly competition with [insert other organization name(s)] to see which group can collect the most #SafeSleepSnap photos.

(Not sure what a safe sleep environment looks like? Check out this page for details.)

Photos that come with permission [insert if needed: and a signed photo release form] may be featured on [insert your organization or partner organization(s)]’s social media accounts.

[Insert if needed: As a part of this SIDS Awareness Month observance, we are also (add any incentives your organization may offer) throughout October.]

How You Can Participate:

  1. Submit a photo by [add date]
    Email a photo of your baby, grandbaby, niece, or nephew in a safe infant sleep environment to [insert email address] with “#SafeSleepSnap” as the subject line. AND/OR
    Post a photo of your baby, grandbaby, niece or nephew in a safe infant sleep environment on your own social media accounts (Facebook, Twitter, Instagram, Pinterest), using the hashtag #SafeSleepSnap and tagging [insert your organization and/or partner organization(s) social media accounts] in the post.
  2. Give yourself kudos for taking part in [insert your organization name]’s #SafeSleepSnap and helping us to raise awareness about safe infant sleep! [insert if needed: Look for (incentive) in your email inbox.]
  3. Look for your photo
    If you included your permission [insert if needed: and a signed release] with your photo, the picture may show up on [insert “our” or participating organization name(s)] social media accounts during October.
  4. Check for announcement of the winner
    We will announce the #SafeSleepSnap winner on [insert “our” or organization name(s)] [website, social media, other] at the end of October or in early November. The winner will have bragging rights for a full year!

Be creative! Creativity and humor are encouraged in the photos and captions, as long as the baby’s sleep environment follows safe sleep recommendations. This album  includes some examples you can use for inspiration.

This is your opportunity to show off your cutie and raise awareness about safe infant sleep!

We will be posting #SafeSleepSnap photos throughout October, so please like, share, and retweet with your friends and followers.

We look forward to seeing your Safe Sleep Snap!

How to Respond to Submissions with Unsafe Sleep Environments

If you choose Option B, it is likely that you will receive submissions or be tagged in images that show an unsafe sleep environment or do not follow safe infant sleep guidelines. Though we don’t recommend posting or sharing those photos, they offer a good teaching opportunity.

You may want to email or direct message the person to respectfully remind them what a safe infant sleep environment looks like.

Dear [Participant’s Name]:

Thank you for your #SafeSleepSnap submission. We appreciate your efforts to spread the word about safe infant sleep. Unfortunately, your submission does not meet the recommendations for safe infant sleep.

According to the latest safe infant sleep guidelines  from the American Academy of Pediatrics, safe sleep environments are firm, flat, and free of soft and loose items, such as toys and loose bedding. Babies should also always sleep on their backs to reduce the risk of Sudden Infant Death Syndrome (SIDS).

We invite you to review this safe sleep environment checklist (PDF 562 KB) or to visit this page for details on a safe infant sleep environment.

We encourage you to take new pictures of baby sleeping safely and submit them for the #SafeSleepSnap challenge! You can also share this example [attach the image below or insert your own example] of a baby in a safe sleep environment on your social media accounts. Be sure to use #SafeSleepSnap in your posts!

Baby sleeping on her back on top of a fitted  sheet with bees on it, with the words “Bee more Safe to Sleep” #SafeSleepSnap,  an image of a camera, the Safe to Sleep logo, the HHS logo, and the NICHD logo.

Thank you again for your submission! Please let us know if you have any questions.

Best,
[Add signature and name of participating organization(s)]

Back to top

Additional Resources (For Both Options)

Safe Sleep Environment Guidance

When promoting your activity to your followers and friends, consider providing one of the following links that offer guidance to parents and caregivers for taking their #SafeSleepSnap photos.

Back to top

Sample Photo Release Form

Some organizations require a signed photo release form for any user-provided images because of privacy or security rules. For images of babies, a signature from a parent or legal guardian is often required.

Before you start your #SafeSleepSnap activity, check with your organization’s leadership about any requirements for sharing user-provided photos on social media accounts.

If your organization does not already have a photo release form, you can view this sample form (PDF 75 KB) from NIH.

Back to top

Other Website Resources

Back to top

For Reference Only: Sample Submissions from 2018 SIDS Awareness Month

In 2018, NICHD and CDC conducted a #SafeSleepSnap challenge activity for staff. The following materials and information were used by NICHD and CDC for the challenge and are provided, unchanged, for reference. If you use this content, please update the names and page links to reflect those of your organization and partners.

Back to top