After a record number of co-sleeping deaths rocked the City of Milwaukee in the first part of 2010, Serve decided to take their message of safe sleep education to the streets. The bold new guerilla campaign featured mattresses emblazoned with large orange babies, lining the median strips of busy inner city streets. The mattresses carried messages that read, “Babies that sleep here don’t always wake up.” The campaign generated a huge buzz in the community, including the local media, generating 18 broadcast stories alone on the event.
And the campaign seems to be working. After putting the mattresses up, the Health Department has seen a 315% increase in the number of crib requests through their “free crib” program.
