About Know What to Do for Life

What is Know What to Do for Life?

Know What to Do for Life is a national education campaign designed to help reduce the infant mortality rate among African Americans due to preterm birth, low birth weight, and Sudden Infant Death Syndrome (SIDS). The campaign will increase awareness about the disparate rates of infant mortality, highlight many of the risk factors associated with these conditions, and promote risk reduction among parents and caregivers. The Know What to Do for Life campaign is part of the HHS Closing the Health Gap on Infant Mortality Initiative’s three-part approach to reduce racial and ethnic disparities in infant deaths--including research coordination among HHS agencies, risk reduction efforts in communities, and communications activities to improve awareness of factors that contribute to infant mortality.

The initiative represents a collaborative effort among HHS’ Office of Minority Health, the Centers for Disease Control and Prevention, the Health Resources and Services Administration, the Indian Health Service, the National Institutes of Health, and the Office on Women’s Health.

Why is this campaign important?

Infant mortality is an important measure of the well-being of a population. Infant mortality is also largely preventable. Despite substantial reductions in U.S. infant mortality during the past several decades, black-white disparities persist.

• African American infants in the U.S. are nearly two-and-half times more likely to die before their first birthday.
• SIDS is the third leading cause of death for African American infants under one year of age.
• The rate of deaths due to low birth weight and prematurity for African American infants was nearly four times that for white infants.
• Prematurity is the leading cause of death and developmental disability for African American infants.

Many of the factors that contribute to or influence poorer birth outcomes such as smoking, drinking alcohol, inadequate nutrition, stress, obesity, birth spacing, a mother’s preexisting health condition, and lack of access to care are amenable to intervention. Some of these factors pose negative health consequences and contribute to other health concerns. Addressing these factors is important to improving the overall health of the nation.

What are the key campaign messages?

Know What to Do for Life provides parents, grandparents, and caregivers with basic prevention and risk reduction messages, such as those focusing on:

Preterm Birth and Low Birth Weight – Preterm birth (less than 37 weeks gestation) is the leading cause of death for African American babies. African American women have the highest incidence of low birth weight (less than 5 pounds, 8 ounces/ 2500 grams) infants among all ethnic groups. While most causes of low birth weight and preterm birth are unknown, it is very clear that smoking, alcohol, drug use, and poor nutrition significantly increases the risk of low birth weight and preterm delivery. Expectant mothers should not drink, smoke or use drugs during their pregnancy and after giving birth. Caregivers and members of the household should not smoke around an infant.

Sudden Infant Death Syndrome (SIDS) – Sudden Infant Death Syndrome is the sudden and unexplained death of a baby under 1 year of age. African American babies are at a particular risk. They are twice as likely to die from SIDS. To help reduce the incidence of SIDS, parents and caregivers should place babies on their backs to sleep; avoid putting quilts, comforters, sheepskin, or any soft material in the crib or on the sleeping surface; and not allow babies to get too warm-- the temperature in the baby's room should feel comfortable for an adult.

Prenatal Care – Early and continuous prenatal care helps monitor the health of the baby and identify risk factors, such as maternal health issues, obesity, smoking and substance abuse that can result in complicated pregnancies and birth outcomes. Pregnant women should begin seeing a health provider as soon as they think they are pregnant and go to all of their prenatal care appointments.

Healthy Women – There is often a delay before a woman finds out that she is pregnant. Therefore, all women, especially women in their reproductive years, should work towards leading a healthy lifestyle and avoiding risky behaviors.

Expectant mothers are encouraged to talk to their health providers about other factors that affect birth outcomes such as healthy eating, dealing with stress, and seeking help for chronic illnesses and other medical problems.

What are the campaign components?

Currently, the campaign includes four major components:

Public Service Announcements (PSAs) by celebrity spokespersons Nicole Mullen, 2005 Grammy Award nominee, Six-time Dove Award winner, and Gospel Music Association Female Vocalist of the Year; Micah Stampley, Stellar Award Talent Search Winner; and Heidi Stampley, Registered Nurse and Gospel Songwriter help to shine a light on infant mortality. Through a series of print and radio PSAs, these National Spokespersons raise awareness about premature birth, low birth weight, and SIDS.

Comprehensive Media Outreach - HHS Secretary Leavitt will launch Know What to Do for Life with a press conference featuring top Department officials and the National Campaign Spokespersons. Satellite media tours, the airing of health messages in African American markets, and outreach activities to media outlets will help publicize the public health issue and promote prevention.

Community Roundtables – HHS will collaborate with community- and faith-based partners to host a series of community information sessions. The roundtables will held in urban and rural areas reporting high rates of infant mortality among African Americans.

Partnerships – HHS will partner with public and private national, state, and community organizations. A partner toolkit will be distributed this summer to provide community- and faith-based organizations with current information about reducing the risks for infant mortality. The kit will contain educational posters, screening checklists, fact sheets, and sample media materials.

How can you become involved?

Media and community involvement are key components of this educational campaign. Know What to Do for Life encourages the media to help increase awareness about the steps people can take to reduce the risks of infant mortality.

The campaign also urges individuals and organizations to get involved, learn the facts, and follow the guidelines for protecting the health and safety of babies.

Call us toll-free at 1-800-444-6472 or visit Closing the Health Gap to learn more about Know What to Do for Life, partnership opportunities, and to help spread the word in your community.