Terre des Hommes launches Nonscuoterlo! (Don’t shake the baby), the first Italian national awareness campaign to prevent the Shaken Baby Syndrome.

Shaken Baby Syndrome (SBS)/Abusive Head Trauma (AHT) is one of the leading causes of death and disability in infants and young children. SBS/AHT describes symptoms resulting from violently shaking a child, direct blows to the head, dropping or throwing a child. About 25% of the victims of SBS/AHT die, more than 80% of the surviving babies suffer lifelong disabilities.

While in the U.S. there are approximately 1,300 reported cases of SBS/AHTeach year, in Italy no data are available at national level and the public awareness of this syndrome is still considerably low.

This is why Terre des Hommes decided to launch “Nonscuoterlo!” (Don’t shake baby), the first Italian national awareness campaign to prevent SBS/AHT.

A TV spot was designed and published on Italy’s first dedicated website targeting parents, caregivers and the general public. This video will be broadcasted on national and local TV channels, Metro TV networks and cinemas.

The campaign is carried out in collaboration with a network of Hospitals with high-level expertise on child abuse, neglect and SBS/AHT diagnosis and treatment in Italy.