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There was no nodding off at half-time during Saturday’s London Irish match!

An NHS campaign film aimed at saving babies’ lives was shown on the big screen to thousands of rugby fans at the London Irish vs Harlequins match at Reading’s Madejski Stadium on Saturday (28 September).

Six players from London Irish (along with their youngsters) are featured in the #LiftTheBaby campaign, which is aimed at promoting safer sleeping in younger babies.

Research showed the bulk of information and support available for new parents was aimed primarily at mothers, and health teams wanted to develop something to reach out to new dads. They joined forces with the London Irish Foundation to create the film, which has received nearly 40,000 hits on Facebook since its launch in June.

Latest figures show more than 130 babies die in the UK every year in hazardous sleeping circumstances. This could be where a parent or carer falls asleep while holding the baby, unwittingly placing the child at risk of Sudden Infant Death Syndrome (SIDS).

The risks are exacerbated if the adult has been smoking, drinking, using drugs or heavy medication -or is excessively tired. In most cases, if adults follow safe sleeping guidelines, these deaths are completely avoidable.

Filming took place at London Irish’s ground, the Madejski Stadium in Reading. It was the result of a year-long piece of work pioneered by Berkshire West Clinical Commissioning Group (CCG) and East Berkshire CCG, together with a range of health partners.

Liz Stead, Berkshire West Clinical Commissioning Group (CCG) Head of Safeguarding Children, said: “There’s been a fantastic reception to the film and it’s so pleasing to see such high viewing figures on Facebook and YouTube.

“We’re so grateful to the London Irish Foundation for screening the film at half time at their first match of the season at the Madejski Stadium. There were thousands in the crowd – dads, granddads, brothers, uncles as well as all the female fans – it’ll be great to reach such a wide audience and get this very important message across.”

Debbie Hartrick, Head of Safeguarding Children from East Berkshire CCG said: “So far the campaign has done really well and we are very excited to know that over 40,000 people have been reached via social media and the video is being shown at NHS Trusts and hospital sites across the country. Everyone knows how exhausting parenting can be, so the message resonates very strongly. We would like to thank the London Irish Foundation and the Madejski Stadium, for this opportunity to raise the importance of #LiftTheBaby.”

Andy Keast, Chief Executive of the London Irish Foundation, said: “Since we got involved with the NHS on the Lift the Baby Project, we have realised as a Community Foundation what an amazingly powerful awareness project this has become.

“As it has grown, the campaign continues to spread the word and I believe that the power of sport with the video being shown at the Harlequins game only enhances the objectives of the NHS Lift the Baby campaign.

A campaign website has been developed in partnership with the Lullaby Trust, that showcases the film as well as providing a range of safe sleeping advice. Take a look at: 

An NHS campaign film aimed at saving babies’ lives was shown on the big screen to thousands of rugby fans at the London Irish vs Harlequins match at Reading’s Madejski Stadium on Saturday (28 September).

Six players from London Irish (along with their youngsters) are featured in the #LiftTheBaby campaign, which is aimed at promoting safer sleeping in younger babies.

Research showed the bulk of information and support available for new parents was aimed primarily at mothers, and health teams wanted to develop something to reach out to new dads. They joined forces with the London Irish Foundation to create the film, which has received nearly 40,000 hits on Facebook since its launch in June.

Latest figures show more than 130 babies die in the UK every year in hazardous sleeping circumstances. This could be where a parent or carer falls asleep while holding the baby, unwittingly placing the child at risk of Sudden Infant Death Syndrome (SIDS).

The risks are exacerbated if the adult has been smoking, drinking, using drugs or heavy medication -or is excessively tired. In most cases, if adults follow safe sleeping guidelines, these deaths are completely avoidable.

Filming took place at London Irish’s ground, the Madejski Stadium in Reading. It was the result of a year-long piece of work pioneered by Berkshire West Clinical Commissioning Group (CCG) and East Berkshire CCG, together with a range of health partners.

Liz Stead, Berkshire West Clinical Commissioning Group (CCG) Head of Safeguarding Children, said: “There’s been a fantastic reception to the film and it’s so pleasing to see such high viewing figures on Facebook and YouTube.

“We’re so grateful to the London Irish Foundation for screening the film at half time at their first match of the season at the Madejski Stadium. There were thousands in the crowd – dads, granddads, brothers, uncles as well as all the female fans – it’ll be great to reach such a wide audience and get this very important message across.”

Debbie Hartrick, Head of Safeguarding Children from East Berkshire CCG said: “So far the campaign has done really well and we are very excited to know that over 40,000 people have been reached via social media and the video is being shown at NHS Trusts and hospital sites across the country. Everyone knows how exhausting parenting can be, so the message resonates very strongly. We would like to thank the London Irish Foundation and the Madejski Stadium, for this opportunity to raise the importance of #LiftTheBaby.”

Andy Keast, Chief Executive of the London Irish Foundation, said: “Since we got involved with the NHS on the Lift the Baby Project, we have realised as a Community Foundation what an amazingly powerful awareness project this has become.

“As it has grown, the campaign continues to spread the word and I believe that the power of sport with the video being shown at the Harlequins game only enhances the objectives of the NHS Lift the Baby campaign.

A campaign website has been developed in partnership with the Lullaby Trust, that showcases the film as well as providing a range of safe sleeping advice. Take a look at: liftthebaby.org.uk

PHOTO- Liz Stead (left) and Debbie Hartrick on the pitch during half time screening of the #LiftTheBaby film.

NOTE TO EDITORS
The #LiftTheBaby campaign involves the following partners who form the Pan Berkshire Child Death Overview Panel. The film was produced by NHS Creative working in partnership with the London Irish Foundation.
• NHS Berkshire West CCG
• NHS East Berkshire CCG
• Royal Berkshire NHS Foundation Trust
• Berkshire Healthcare NHS Foundation Trust
• Frimley Health NHS Foundation Trust
• South Central Ambulance Service NHS Foundation Trust
• Bracknell Forest Council
• Solutions4Health
• Other organisations in the Pan Berkshire Child Death Overview Panel
• NHS Creative

Contact
If you have any questions about the campaign please contact:
Sally Moore, Communication & Engagement, RBFT/Berkshire West CCG Sally.Moore@royalberkshire.nhs.uk

If you need medical help and are unsure what to do, call NHS 111 for help and advice. They are available 24 hours a day.