Sudden Infant Death Syndrome (SIDS) has been a major public health issue, a significant cause of infant mortality, and a fear for millions of parents around the world over the past several decades. The "Back to Sleep" campaign re­presented a major success in reducing SIDS deaths by changing infant care behaviors in the United States. How was the campaign created and what have been its consequences? This work examines the construction, im­ple­men­tation and dissemination of "Back to Sleep" using a multi dimensional me­thodology of interviews, participant observation, and content analysis to diagnosis the underlying factors and conflicts that go into creating a national public health media campaign. This book is intended for professionals in pub­lic health, non-profit organizations, and maternal and child health. It is also directed towards researchers in health communication, health promotion, and infant mortality.