The Campaign The Department of Community Services, in conjunction with NSW Health, has developed this community education campaign to address this critical child injury issue. The television and radio community service announcement will be broadcast at the goodwill of electronic media throughout New South Wales. Cry Line will provide parents and carers with immediate information on where to find help to calm crying babies. Stage two of the campaign will include implementing specific strategies targeting people of a non-English speaking background and those residing in regional New South Wales. SBS is one form of child injury that is easily preventable.
Babies aged under one are totally dependent on their carers and are physically fragile.
For babies, abuse and neglect can have very serious consequences in a very short time. Considering the vulnerability of babies under one and the horrific injuries they can sustain as a result of violent shaking, the Department of Community Services is acting to increase community awareness of the potentially damaging effects of shaking babies. Over the past five years incidence of SBS has doubled. Babies under one are most at risk. 73 per cent of reported shaking baby cases related to babies aged under one.