Minetor & Company takes a sensitive approach to Shaken Baby Syndrome

When Monroe County (NY) launched an initiative to reduce cases of Shaken Baby Syndrome in our area, Randi Minetor delivered the creative approach that spoke to thousands of young people—especially young men.

Taking on the subject of adults injuring babies is no easy task. Other communities that tackled this challenge chose images of violence and sorrow, messages that are powerful and frightening…but not necessarily effective. Such images paint the perpetrators of Shaken Baby Syndrome as angry, hurtful people, while most cases of this crime happen by accident or through ignorance of the consequences to the child.

Working with K2 Design and the team that has since become Metrix Marketing, Randi conceived and wrote a series of television public service announcements that provided a sensitive, heartfelt portrayal of caring young men who want to do the right thing for their children. The gentle message, emphasizing the right ways to handle babies, warned men in their 20s—the most frequent perpetrators of Shaken Baby Syndrome—that even the best caregivers sometimes are overwhelmed by a baby's prolonged crying.

The PSAs and accompanying brochure communicated a simple, straightforward message: "Never shake a baby. Never."

The result: The award-winning campaign taught young people all over Monroe County to handle babies with gentle care. "Never shake a baby. Never," has become part of the local lexicon among teenagers and young adults, keeping the message top-of-mind with the target audience.

"Shaken Baby" PSAs (6 MB). Contains five television public service announcements. Note this file may require a few moments to download if you have a dial-up connection.