The CDNDSC, in collaboration with Vida Health Communications, Inc (Vida) and Prevent Child Abuse Delaware are reaching out to new parents in an effort to combat Abusive Head Trauma (AHT or Shaken Baby Syndrome) with a statewide AHT initiative entitled All Babies Cry® (ABC).
AHT is the most common cause of death from child abuse. Estimates of the incidence range from 1,300 to 1,600 reported cases per year in the United States. In Delaware for 2012, the CDNDSC reviewed 7 AHT cases with 2 resulting in death and 5 in near death (total number of all abuse cases reviewed for 2012 was 21; AHT represented 33% of all cases reviewed).
Public health communications specialists and educators at Vida, with support and funding from the Massachusetts Department of Public Health and from the Eunice Kennedy Shriver National Institute of Child Health and Human Development, recently developed ABC, a multi-dose, strengths based injury prevention program. Using the “Strengthening Families” model’s protective factors, ABC goes beyond traditional AHT prevention to enhance new parents (particularly fathers’) confidence in soothing their infants and themselves when feeling stressed. ABC consists of media targeted to appeal to new parent appetites for information. There is a brief component for in-hospital viewing and more in-depth demonstrations for parents to view throughout the newborn period at home on mobile and online platforms.
The CDNDSC, through a grant from Prevent Child Abuse Delaware, is now offering ABC to all new parents in the state for the year 2014. Over 13,000 new parents will be receiving this much-needed information. Staff at each hospital site has been trained to introduce the 11-minute in-hospital version of ABC to new parents and family at maternity bedside. Once ABC is introduced, staff will provide parents with a brochure that directs them to view the rest of the media and 28-page booklet online or on their mobile devices at www.AllBabiesCry.com.
Vida is working in concert with the CDNDSC to provide detailed reports on how many times the ABC media is accessed. A follow up survey will also be implemented to measure how many new parents sought out the ABC media and if they found it informative. It is our hope that the introduction of ABC to all new parents in the state of Delaware for the year 2014 will be proven effective.
View a brief introduction to ABC on Vimeo.
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