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The Lullaby Trust

Helping young parents to prevent infant death

Faced with the spectre of unnecessary death among babies, the charity decided to reach out to young parents to discover the barriers which prevent them from accessing advice. It found that young parents in London experience disapproving attitudes from professionals and a difficult environment, leading to isolation and depression. But they were also less likely to follow advice about care for their babies.

The charity completely changed its communications approach, and reached 70,000 people online, with a widespread change in whether advice was followed. It also provided reeducation programmes for health professionals, and established a youth advisory panel to ensure that young parent’s voices were heard.

This successful communications approach was one of the key points that attracted judges to the entry. It was able to evidence that it had done had likely saved babies’ lives.

Judges were impressed that the charity showed how digital tools could sit alongside more traditional charity approaches in delivering results. The charity had been able to harness the power of online communication to engage with many users, and had measured whether they were engaging.

Judges were also impressed by the user-first approach. The charity had listened to the key stakeholders – young parents – and identified what was needed to help them succeed for themselves, then implemented multiple approaches to ensure that happened, engaging not just with the parents themselves but with other key influencers – health professionals. It had also taken steps to ensure it continued to listen to all parties.

www.lullabytrust.org.uk

CC reg. no: 262191

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