Red Nose (Formerly SIDS and Kids) Celebrates the Launch of a New Name and a Commitment to Reduce Nine Deaths a Day to Zero

Melbourne, Australia: 1 December 2016, 7.30am – On Thursday, SIDS and Kids will celebrate the launch of their new name and national organisation, Red Nose. The new name comes in light of an analysis of ABS data from the past four years, revealing that 3,200 children die each year as a result of Sudden Unexpected Death in Infancy (SUDI) or Children (SUDC), stillbirth, as well as sudden accidental deaths such as drownings, poisonings and road accidents.

With the launch of a new name and direction, the organisation have made a commitment to the Australian community to reduce the nine sudden and unexpected deaths a day of children from 20 weeks in pregnancy to four years of age, to zero preventable deaths.

Red Nose CEO, Associate Professor Leanne Raven, said the organisation’s expanded mission was a reflection of the need to broaden its scope and further understand and prevent sudden and unexpected deaths in children with a focus on those that are unexplained.

“Every day, nine Australian children from 20 weeks in pregnancy to four years of age die suddenly and unexpectedly. That’s more than double this country’s national road toll, which is not good enough when we know that many of these deaths are preventable.

“Over the last 40 years, we’ve worked tirelessly in Australia to reduce the incidence of SIDS by 80 per cent thanks to research and new knowledge underpinning our ‘Reduce the Risk’ public health program,” she said.

“We are now looking to comprehensively address all sudden and unexpected deaths in babies and pre-school children in Australia and will continue to explore the root cause of sudden death in infancy as well as understand why late term stillbirth and other accidental deaths occur.

The organisation plays a vital role in providing grief and loss counselling to bereaved families. Today, Red Nose is also highlighting a new online platform which provides an unprecedented amount of support to families whose baby or child has died suddenly and unexpectedly.

Assoc Prof Raven says the grief and loss platform, partially funded by the Department of Health, will drastically expand the reach of the organisation in helping bereaved families.

“On the journey to reduce the number sudden and unexpected death in babies or children, we will not forget those who have experienced the death of a child to SIDS. It is critical to provide bereaved families with the right support networks to help them with their grief, but at the same time continue to honour the legacy of their child. This platform broadens our reach across Australia and allows families to access the support services they need.”

The organisation has invested $16.5 million into research and is currently funding four medical research projects, and will be funding more studies in the future so that Red Nose can prevent deaths and find answers for families.

The newly named Red Nose will be joined by families, supporters and corporate partners over a breakfast celebration and will raise awareness of all sudden and unexpected deaths happening around Australia alongside its new target of zero.


Media contacts: For interviews, images, footage or further information, please contact:

Brydie Phillips: 03 9034 1261 | 0408 319 800 |

Yvonne Amos: 03 9034 1276 | 0419 613 770 |

Background: Red Nose, formerly SIDS and Kids

SIDS and Kids is a highly respected not-for-profit founded in 1977. Its original charter was to help reduce the occurrence and impact of Sudden Infant Death Syndrome (SIDS).

The organisation has saved over 9,000 little lives over the past 26 years (after the introduction of Safe Sleeping) by providing parents and carers with safety advice and funding critical research into SIDS. It delivers on its vision through world class research, evidence-based education, bereavement support and advocacy. $16.5 million has been invested in research to date.

On October 13 2016, SIDS and Kids launched its new name, Red Nose, and new remit – to reduce the incidence of sudden and unexpected deaths in babies and pre-school children in Australia to zero.

Red Nose will continue to host its major fundraising and awareness appeal, Red Nose Day, on the last day of June every year. Red Nose is located in Melbourne with offices in each state.