The following toolkit is meant to provide information and resources around JPMA’s new education campaign and Resource Center, “Choose & Use: Safe Product for Baby. Every Time. Everywhere.” It includes FAQs, key messages, social media copy, images, additional resources, ideas for sharing with your networks and more. If you have any questions, please don’t hesitate to reach out to jpma@jpma.org.

FAQs:

What is the new campaign?
JPMA is launching a new education campaign, “Choose & Use: Safe Products for Baby. Every Time. Everywhere.” to help parents and caregivers choose and safely use baby and children’s products. While baby products are safer than ever, it is essential that caregivers understand how and when to use them. For example, some products are approved for sleep, while others are only intended for use when baby is awake. Central to this education campaign is JPMA’s new Resource Center, which offers simple, easy-to-follow guidance on how to choose and safely use developmentally appropriate baby and children’s products—every time, everywhere. You can visit the Resource Center at jpmacares.org/choose-and-use.

Why is this campaign launching now?
It’s no secret that all of the decisions that come with being a parent or caregiver can be stressful. And while there’s a great deal of information available on the best products and practices to keep baby healthy and safe, it’s challenging to sort through all of the recommendations and determine the right products for you and your baby.

The Juvenile Products Manufacturers Association (JPMA), in collaboration with our member companies, is committed to providing simple, easy-to-follow guidance on how to choose and use developmentally appropriate baby and children’s products—every time, everywhere. This new education campaign and resource center helps to simplify the most current expert guidance and available product options so that parents and caregivers can easily choose and safely use the right products for baby.

What can we do to help?
This education campaign and Resource Center has been developed for parents and caregivers everywhere. It is our hope that you will join us in spreading the simple and clear key messaging around safe product use to your networks through social media, newsletters, and wherever else your audience engages with you. Please see below for some key messages, social media posts, images and more to help support your efforts. If you have any questions, please don’t hesitate to reach out to jpma@jpma.org.

How does this campaign support the new voluntary marketing best practices and guidelines?
The information in this education campaign and in the Resource Center is aligned with the new voluntary marketing best practices and guidelines, agreed upon by JPMA and our members. Adherence to these new marketing standards will support the industry's commitment to making it as easy as possible for parents to understand how to choose and safely use products and continue to demonstrate to consumer advocacy groups, NGOs and governmental oversight agencies that JPMA member companies have the best interest of families at heart and are committed to keeping babies safe in their products. View the Safe Sleep Marketing Best Practices Guidelines here.

What else is JPMA doing to demonstrate the importance of these products while also helping to ensure product usage guidance is simple and clear for parents and caregivers?
Alongside the launch of our “Choose & Use” education campaign, JPMA is helping to lead the following efforts to ensure a collaborative, consistent, simple and effective approach to sharing product usage guidance:

• Conducting a Listening Tour with infant health experts and advocates to ensure we’re addressing all needs and concerns.
• Ongoing engagement with CPSC, ASTM and Congress to support our shared goal that consumers have access to the safest products possible and easy-to-understand guidance for safely using these products, including focused efforts to address racial and ethnic disparities related to SIDS, a key challenge as noted by this year’s AAP sleep guidance updates.
• Introduction of new voluntary marketing standards supported by all of our members and including:
  • Not using images of sleeping infants in products that are not intended for sleep, regardless of whether the parent or adult is pictured nearby.
  • Ensuring the name of a product not intended for sleep does not convey sleep and patterns and design for juvenile products not intended for sleep do not include any imagery that denotes sleep, such as the nighttime sky, sleeping animals or figures, or dreaming clouds.
• Ongoing support of additional research and rule-making efforts, including clarifying research and rules that will help support both innovative new products and safe usage, including rulemaking for rockers and further research into safe infant sleep.

Key Messages:

Note, these guidelines and resources can also be found in the education campaign Resource Center, jpmacares.org/choose-and-use.

It’s no secret that all of the decisions that come with being a parent or caregiver can be stressful. While there’s a great deal of information available on the best products and practices to keep your baby healthy and safe, it’s challenging to sort through all of the recommendations and determine the right products for you and your baby.

In collaboration with the Juvenile Products Manufacturers Association (JPMA), we are committed to providing simple, easy-to-follow guidance on how to choose and use developmentally appropriate baby and children’s products—every time, everywhere.

Let us help simplify the most current expert guidance and available product options so you can easily choose and safely use the right products for your baby.

What Products Are Safe When Baby Is Awake?

• Play Yards
• Infant Swings
• Infant Bouncer Seats
• Infant & Toddler Rockers
• Loungers
• Nursing Pillows

Baby products designed and marketed for activities such as nursing, playing or lounging should only be used with adult supervision and when baby is awake. These products should never be used for infant sleep or placed inside a crib, play yard or other product designed for sleep. Below are the guidelines you need to know:

• Always read and follow product guidance and assembly instructions, including weight and height restrictions
• Secure any restraints snugly
• Place product on a low, flat surface like the floor, and keep hazardous items away from baby’s reach, such as cords, blankets and small items that could present a choking hazard
• Never leave baby unattended
• No other products or items should be added or attached, including soft bedding such as blankets and pillows
• If baby falls asleep, move them to an approved product for sleeping as soon as possible, and refer to our guidance for safe sleep environments for baby
• View JPMA’s Safe Playtime video for more tips on how  to make baby’s playtime safe

What Products Are Safe When Baby Is Asleep?

• Bassinets & Cradles
• Play Yards
• Cribs
• Toddler Beds
• Bedside Sleepers

Baby products designed and marketed for sleep can be used for supervised and unsupervised sleep, including naps and overnight sleep. Below are the guidelines you need to know:

• Put babies on their backs for all naps and at night
• Use a firm, flat sleep surface
• Never sleep with your baby
• Instead of bed sharing, room share with your baby
• Remove pillows, blankets and stuffed animals from the crib when infants are sleeping
• Never place additional padding under an infant
• Always use a properly fitted mattress in baby's crib
• Don't overdress your baby, and keep the room at a comfortable temperature
• The safest place for baby to sleep is in a bare, JPMA Certified crib or other approved sleep product
• View JPMA's Top Tips for Safe Sleep for additional recommendations on creating a safe sleep environment for baby

Additional Resources:

In addition to the baby safety experts on our staff, JPMA aligns with renowned organizations dedicated to the health and safety of babies. Together, we want to provide you with the best advice on caring for your baby. For further reading on safe sleep for babies, we recommend:

American Academy of Pediatrics Updates Safe Sleep Recommendations: Back is Best

Centers for Disease Control and Prevention, “Helping Babies Sleep Safely”

National Institutes of Health, “What Does A Safe Sleep Environment Look Like?"

National Institutes of Health, “Interactive Safe Sleep Environment Tool”

First Candle Safer Sleep Tips

JPMA Parents Social Channels:

Campaign promotional posts will be shared via the following JPMA social media channels:

Facebook: JPMA Cares Parents
Twitter: @JPMACaresParent
Instagram: @JPMACaresParents

Sample Social Media Posts:

JPMA encourages you to share campaign messaging and creative assets on relevant social media channels. Below are suggested posts for your teams to use. These can also be shared with external partners to help amplify this education campaign.

• We are committed to educating our [network/customers/clients/friends/family] about safely choosing and using baby products. That’s why we’re sharing simple, easy-to-follow guidance from @JPMACaresParents on how to choose and use developmentally appropriate baby and children’s products—every time, everywhere. Some products are approved for sleep, while others are only intended for when baby is awake. Learn the difference at jpmacares.org/choose-and-use.
• In collaboration with @JPMACaresParents, we are committed to providing simple, easy-to-follow guidance on how to choose and use developmentally appropriate baby and children’s products—every time, everywhere. Check out the Resource Center to learn more: jpmacares.org/choose-and-use.

Images:

Logos and other campaign graphics can be downloaded here.

About the Juvenile Products Manufacturers Association (JPMA):

The Juvenile Products Manufacturers Association (JPMA) is the voice of the industry on quality and safety for baby and children's products in North America. We work to advance the interests of manufacturers, parents, children and the industry at large by advocating for safety through product certification programs and legislative and regulatory involvement. We support our broad and diverse membership through member-only programming and industry promotion, and we act as a comprehensive source for baby product information and education. Established in 1962, for over 60 years the association has helped protect future generations by advancing the availability and safety of products used to care for babies and young children.