The city of Milwaukee recently launched a public service campaign to reduce infant mortality by the year 2017. While multiple initiatives make up this campaign, one in particular is causing quite a stir.
A series of ads features a little one clearly snuggled in an adult bed… sleeping next to a meat cleaver. The visual is no doubt as startling as is the message — that sleeping with your baby can be just as dangerous as sleeping with a meat cleaver.
Given that Milwaukee has one of the worst infant mortality rates, and has had quite a recent spate of infant deaths resulting from being smothered during co-sleeping, there clearly is a need to change things.
The campaign might be harsh, direct, and over the top. But clearly, prior messages about the perils of co-sleeping haven’t resonated, as deaths continue. Ironically, the day the campaign launched, yet another baby in Milwaukee apparently died as the result of co-sleeping. If this campaign saves just a few innocent lives it is worth it. Sadly, this is a GWH W.T.F. (Winner, Toss-Up or Flop) Award Winner.