NIH awards $1 million to local public health research firm to prevent Shaken Baby Syndrome

FOR IMMEDIATE RELEASE
(Free-Press-Release.com) May 19, 2009 -- Cambridge, MA, May 19, 2009 - Vida Health Communications, Inc (Vida), in association with the Massachusetts Department of Public Health and The Medical Foundation, is reaching out to new parents in an effort to combat Shaken Baby Syndrome (SBS). The National Institute of Child Health and Human Development (NICHD) is funding Vida’s public health initiative through the Small Business Innovative Research program.

Abusive head trauma or Shaken Baby Syndrome is the most common cause of death from child abuse. Estimates of the incidence of Shaken Baby Syndrome range from 1,300-1,600 reported cases per year in the U.S. In recent months there has been a significant increase in SBS incidences. Hospital-based, parent education programs targeting parents of newborns have been proven effective in significantly reducing the incidence of abusive head injuries.

As Dr. Robert Sege, MD, PhD. Chief of Ambulatory Pediatrics at the Boston Medical Center says, “Lisa and her crew at Vida really get it - they have looked at the available material, brought all the stakeholders together, and are well-situated to make the next bold step in abuse prevention.” Vida’s proposal to develop “All Babies Cry: Shaken Baby Syndrome Parent Education Toolkit” - dovetails with a recent state mandate to educate all parents at birth about Shaken Baby Syndrome. Besides Massachusetts, nine other states have similar mandates.

Building on preliminary work by the Massachusetts Department of Public Health and The Medical Foundation, Vida’s “All Babies Cry” Parent Education Toolkit will have components for parents to view while still in the hospital after birth and also at home. The media will present crying as a normal infant behavior and demonstrate a wide menu of soothing strategies. The program will help parents learn to assess and relieve their own stress levels.

About Vida Health Communications, Inc.

Vida Health Communications, Inc. is dedicated to improving the health of women, children and families through the production of evidence-based educational media for caregivers and patients. Vida's programs integrate and 'translate' the latest scientific knowledge and advances in health-care with consistently innovative approaches to visual and interactive media. Much of Vida's research and program development is done with support from the National Institutes of Health. Federally projects currently underway are: Managing Environmental Risks in Pregnancy (Phase II) All Babies Cry - Prevention of Shaken Baby Syndrome (Fast Track, Phases I and II) Workplace Violence Training for Nurses (Phase II) and Youth Violence Prevention Training (Phase I). Vida has received well over 100 awards for its programs.

For more information, please visit: http://www.vida-health.com

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CONTACT:
Aimee Arvan
Marketing Director
Vida Health Communications, Inc.
Ph: 617-864-4334 ext. 17
Fx: 888-806-0972
Aimee.Arvan@vida-health.com