Promoted by the Lancashire Safeguarding Children Board, it's called 'Safer Sleep for Baby' and offers six simple steps that parents can use to reduce the risks of their child dying in its sleep.
"Nearly 300 babies a year never reach their first birthday because they die in their sleep, and the heartbreak involved is unimaginable," explains Nigel Burke, chairman of the Board.
"Our new campaign offers six straightforward steps to help babies sleep more safely. We're asking parents to think carefully about their baby's sleeping arrangements and making simple adjustments if necessary.
"It's mostly common sense, which parents usually have in good supply! But if a quick reminder helps save just one baby, the campaign will have been worth it."
Those behind the drive are hoping that the messages will reach parents during the party season, which can bring extra risks if parents fall asleep with their baby after they've had a few festive drinks, been smoking or taken prescription medication.
Those important six messages are:
- Keep baby away from smoke, before and after birth
- Put baby in a cot, crib or moses basket to sleep - never fall asleep with them on a sofa or chair
- Never fall asleep with baby after drinking or taking drugs/medication
- Put baby to sleep on their back with their feet to the foot of the cot
- Keep baby’s head and face uncovered and make sure they don’t get too hot
- Breastfeed your baby - support is available if you need it
Safer Sleep for Baby follows on from the safeguarding board's previous award-winning campaign, Give Me Room To Breathe.
• Find out more at www.lancashire.gov.uk and search ‘safer sleep for baby’ or if parents need to chat to someone during the Christmas period, call the FSID helpline on 0808 802 6868