B’More for Healthy Babies

B'More for Healthy Babies

An image from the project’s safe sleep campaign.

Baltimore babies die at a rate that is among the worst in America; Baltimore also has an extremely high rate of babies born pre-term and underweight – key factors in infant mortality.

In response to this public health crisis, B’more for Healthy Babies was launched by the Baltimore City Health Department, in partnership with CareFirst BlueCross BlueShield and The Family League of Baltimore City, Inc. and community partners, including Baltimore Medical System (Patterson Park North and East) and University of Maryland Medical System Foundation (Upton/Druid Heights).

B’more for Healthy Babies is built on the realization that reducing infant deaths will happen only if people throughout the community play a part – leaders of the key city agencies, physicians, nurses and social workers; community groups and teachers; fathers, grandmothers, caregivers and pregnant women themselves.

CCP is implementing a sophisticated communication campaign across the city that will share messages about infant safety and family health to all residents of Baltimore. The initiative will focus on three sets of messages:

  • Healthy and Safe Parenting
  • Healthy Pregnancy
  • Healthy Baltimore

CCP is also evaluating the effectiveness of the campaign.

Baltimore, Maryland
Time Frame:


Visit project website

  • SLEEP SAFE campaign—launched in August 2010, the centerpiece of the campaign is an eight-minute video belowfeaturing real moms who lost a child in an unsafe sleep environment. A related mass media campaign featuring the same moms included radio and television spots, bus station posters, billboards and an assortment of print materials.
  • “JUST HOLD OFF” Campaign – launched in October 2011, the campaign encourages the creation of smoke-free environments for babies and pregnant women. The mass media utilizes simple icons and text and features messages on billboards, metro kiosks, bus sides and a variety of print materials.
  • Support for events including press conferences, an annual Remembrance Ceremony and Rattle & Roll – an annual mass distribution of the campaign’s print materials to health providers throughout Baltimore City.
  • Texting (text BABY to 25827 to sign up to get messages from B’more for Healthy Babies!)