A HARD-hitting campaign to reduce infant deaths in Pendle has been launched.

Beer mats featuring the top ten tips for keeping babies safe have been distributed to pubs.

It is hoped the message will help reduce the risks of Sudden Unexplained Death in Infancy (SUDI) in Pendle.

The Pendle Baby Safe Project is being run by Pendle Council and NHS East Lancashire.

Project managers said the action was being taken because the number of Pendle babies who die before their first birthday is higher than the national average.

And licencees are more than happy to help out.

Maggie Owens, landlady at the Union Exchange Hotel, Colne, said: “We’re really happy to support this campaign and help display these important messages.

“Some of these tips – such as ‘Don’t fall asleep with your baby’ – are particularly relevant to someone who has been drinking.

“Beer mats are a really good way to get information out to people in a friendly and non-intrusive way.”

The top tips will also be on an advert on Life Channel TV screens at Number One Market Street, Nelson, and Colne Children’s Centre.

Handy mini booklets, which can easily be kept in a purse or wallet, will also be added to the pamper packs given to expectant mothers at their first appointment with their midwife or GP.

The credit-card size books, which will also be made available at outlets across Pendle, are another way to distribute the tips.

John Robinson, the project lead for Infant Mortality for NHS East Lancashire, said: “Lots of babies will be born in Pendle this year, and we want every single one of them to be happy and healthy.

“Help us make this happen by following these simple tips, which are not just for parents, but the whole family.”

Pendle Baby Safe project’s top tips:

1. Don’t fall asleep with your baby, either in bed or on a sofa

2. Always put your baby to sleep in a cot, and have the cot in your room for the first six months.

3. Put you baby to sleep on his/her back with their feet at the bottom of the cot so they can’t wriggle down under any covers

4. Check your baby isn’t too hot by feeling their tummy. Hands and feet will often feel cool to the touch and this is normal. The ideal temperature is around 37°C. Check the room temperature which should be 18°C (65°F)

5. Keep your home smoke free and don’t let others smoke near your baby

6. Get your baby fully immunised

7. Breast is best! Breast feeding is best for your baby and try to delay weaning until six months.

8. Register with your local Children’s Centre, they have lots to offer

9. Try not to worry, contact your health visitor or midwife for reassurance

10. If you are pregnant contact your midwife early so that you and your unborn baby receive all the care you can