Credibility gap? Parents' beliefs about reducing the risk of cot death

This paper reports on findings from a survey of awareness and credibility of risk factors for sudden infant death and adherence to infant care advice, conducted with 506 mothers of children aged from six months to three years in England in 2007. The survey confirmed that many parents failed to follow recommended infant care practices to reduce the risk of cot death, such as supine sleeping and sleeping the baby in a cot in the same room as them. Notably, substantial proportions of mothers did not believe the evidence-based safe infant care messages that they have heard--about a fifth were not persuaded that exposing a baby to tobacco smoke increases the risk of cot death, over a quarter were not persuaded that prone sleeping is risky, and almost half were not persuaded that side sleeping is risky. The findings are discussed in the context of wider cultural issues bearing on the credibility of health advice. Practical suggestions for health visitors and other community practitioners include innovative ways to involve young, at-risk parents and credible influences upon them such as grandparents, alongside the use and promotion of new free resources from the Foundation for the Study of Infant Deaths.