4 June 2026
The new "Warm. Safe. Close." campaign is a winter-focused safer sleep initiative designed to support whānau with practical, non-judgemental advice during one of the highest-risk times of year for Sudden Unexpected Death in Infancy (SUDI).
The campaign focuses on warmth, connection and care, recognising that many whānau instinctively want to keep pēpi close and warm during colder nights. Through a series of short videos, social media content and practical guidance, the campaign shows how safe sleep can fit naturally into everyday whānau life.
Whānau Āwhina Plunket Chief Nurse Dr Zoë Tipa says winter can amplify challenges for parents and caregivers navigating sleep routines with young babies.
“Cold nights can make it tempting to add extra blankets, bring pēpi into bed, or fall asleep in unsafe sleep environments while feeding or settling them. This campaign acknowledges those realities with compassion, while gently supporting whānau to make safe choices for every sleep.”
The campaign is built around simple, evidence-based safe sleep foundations, including:
- Face up, face clear
- Own bed, same room
- Clear bed, cosy pēpi
- Smokefree, vape-free and drug-free spaces for pēpi
- Safe sleep is a shared responsibility across whānau
The messaging aligns with the new “Foundations for Safe Sleep” guidance from the National SUDI Prevention Coordination Service. The guidance was developed through wānanga with whānau, researchers, midwives and health professionals to ensure safe sleep advice feels practical, culturally grounded and relevant to real life.
Fay Selby-Law, General Manager of the National SUDI Prevention Coordination Service at Hāpai Te Hauora, says all whānau want the best for their pēpi and tamariki, despite the challenges many families are facing.
“Our role is to support those working directly with whānau and help ensure every sleep is a safe sleep for pēpi.
“Every whānau deserves practical support to make safe sleep possible", she says.
The guidance reinforces that pēpi are safest sleeping on their back in their own flat, firm sleep space such as a wahakura, pēpi pod, bassinet or cot, with no loose blankets, pillows or soft items around their face.
Whānau Āwhina Plunket says one of the campaign’s most important messages is that safer sleep is not just the responsibility of one parent.
“Keeping pēpi safe while they sleep is something the whole whānau can support,” says Dr Tipa.
“From helping keep sleep spaces clear and smokefree, to supporting tired parents overnight, every small action matters.”
The campaign also places strong emphasis on smokefree, vape-free and drug-free environments, highlighting evidence that exposure to smoking and vaping can significantly increase the risk of serious sleep-related harm for babies.
"Warm. Safe. Close." will run throughout June across social media, digital advertising and partner channels, encouraging whānau to make one small safer sleep change tonight.
For more information about safer sleep for pēpi, visit our Safe Sleep section, call PlunketLine free on 0800 933 922 (available 24/7) or talk to your Plunket nurse.
