Lift the Baby video: New campaign launched to raise awareness of safe sleeping with babies

Players from London Irish Rugby Club have teamed up with health chiefs to launch a major video campaign aimed at cutting baby deaths. Filming for the video took place at the Madejski football Stadium in Reading.

The London Irish squad have filmed a video called Lift the Baby which highlights the dangers of unsafe sleeping with babies. This is when a parent or carer nods off whilst cuddling the baby on the sofa.

The Lift the Baby campaign comes after figures showed more than 130 babies die in the UK every year because of unsafe sleeping.

It’s now available on YouTube and there is also a dedicated Lift the Baby website with a wide range of safe sleeping advice from the Lullaby Trust:

The video is the result of a year long piece of work pioneered by Berkshire West and East Berkshire CCGs and a range of health partners.

Research showed that the bulk of information and support offered to new parents was aimed primarily at mothers, so the health teams wanted to develop something to reach out to new dads.

Social media posts about the issue will be tagged #LiftTheBaby