CMU Health
Safe Sleep | Public Awareness Campaign
CMU Health identified an urgent need to build widespread public awareness around infant health and safe sleep practices across Saginaw County.
In 2024, data from the Saginaw County Medical Examiner's Office revealed that 10 infants under the age of one lost their lives due to unsafe sleep practices—one more than the previous year. These preventable tragedies galvanized CMU Health and its community partners to take action.
CMU Health united with BWell Saginaw, Covenant HealthCare, Great Lakes Bay Health Centers, the Region 5 Perinatal Quality Collaborative, and the Saginaw County Health Department to launch a year-long public awareness campaign focused on the ABCs of Safe Sleep.
The goal: educate expectant and new parents, elevate awareness of safe sleep practices, and reach families throughout the community with a message that could ultimately save lives.
Alexandria of Rerite Media developed and executed an integrated public relations and marketing strategy designed to bring the Safe Sleep message directly into the community.
The campaign combined strategic media relations, regional transit advertising, digital advertising, community outreach, and educational content to create consistent visibility across multiple platforms.
As project manager and lead designer, Alexandria managed a close to $125,000 campaign budget, spearheaded the regional transit bus-wrap campaign, coordinated community poster distribution, and secured localized broadcast and print media coverage across mid-Michigan.
The campaign extended beyond traditional advertising through episodes on the “Healthier Me” podcast, a “Safe Sleep” video series, and educational videos shared with expectant and new mothers during healthcare visits.
- Media Relations
- Press Releases
- Paid Advertising
- Website Management
- Photography
- Internal Communications
- Annual Report Creation
- Community Outreach
- Campaign Strategy
48 Million+ Impressions
The Safe Sleep campaign generated more than 48 million impressions throughout the City of Saginaw and surrounding communities, bringing critical safe-sleep information to families across the region.
90% Decrease in Unsafe-Sleep Infant Deaths
By the time of CMU Health's annual report, data showed that only one infant death had been attributed to unsafe sleep practices—representing a 90% decrease from the previous year.
Regional Recognition
The campaign earned significant recognition, with CMU Health receiving the inaugural BWell Saginaw Champion Award in April 2025 for its work to improve infant health and promote safe sleep practices.
Annual Reports
Alexandria also authored and designed two of CMU Health's 28-page annual reports, translating the organization's impact and accomplishments into polished editorial publications.
CMU Health identified an urgent need to build widespread public awareness around infant health and safe sleep practices across Saginaw County.
In 2024, data from the Saginaw County Medical Examiner's Office revealed that 10 infants under the age of one lost their lives due to unsafe sleep practices—one more than the previous year. These preventable tragedies galvanized CMU Health and its community partners to take action.
CMU Health united with BWell Saginaw, Covenant HealthCare, Great Lakes Bay Health Centers, the Region 5 Perinatal Quality Collaborative, and the Saginaw County Health Department to launch a year-long public awareness campaign focused on the ABCs of Safe Sleep.
The goal: educate expectant and new parents, elevate awareness of safe sleep practices, and reach families throughout the community with a message that could ultimately save lives.
The Opportunity
Alexandria of Rerite Media developed and executed an integrated public relations and marketing strategy designed to bring the Safe Sleep message directly into the community.
The campaign combined strategic media relations, regional transit advertising, digital advertising, community outreach, and educational content to create consistent visibility across multiple platforms.
As project manager and lead designer, Alexandria managed a close to $125,000 campaign budget, spearheaded the regional transit bus-wrap campaign, coordinated community poster distribution, and secured localized broadcast and print media coverage across mid-Michigan.
The campaign extended beyond traditional advertising through episodes on the “Healthier Me” podcast, a “Safe Sleep” video series, and educational videos shared with expectant and new mothers during healthcare visits.
The Approach
- Media Relations
- Press Releases
- Paid Advertising
- Website Management
- Photography
- Internal Communications
- Annual Report Creation
- Community Outreach
- Campaign Strategy
Services
The Results
48 Million+ Impressions
The Safe Sleep campaign generated more than 48 million impressions throughout the City of Saginaw and surrounding communities, bringing critical safe-sleep information to families across the region.
90% Decrease in Unsafe-Sleep Infant Deaths
By the time of CMU Health's annual report, data showed that only one infant death had been attributed to unsafe sleep practices—representing a 90% decrease from the previous year.
Regional Recognition
The campaign earned significant recognition, with CMU Health receiving the inaugural BWell Saginaw Champion Award in April 2025 for its work to improve infant health and promote safe sleep practices.
Annual Reports
Alexandria also authored and designed two of CMU Health's 28-page annual reports, translating the organization's impact and accomplishments into polished editorial publications.