A county-wide infant safe sleep program in La Porte County, Indiana. We ran a bilingual awareness campaign across billboards, buses, print, and Facebook, then built a new website that gives families one clear place to start.
Making Safe Sleep Resources Easier to Find
The Health Foundation of La Porte and the La Porte County Health Department partnered with Sera Group to bring infant safe sleep education to families across La Porte County. The work came in two phases: a multi-channel awareness campaign in late 2025, then a new website for the Safe Sleep Program that launched in June 2026.
Life-Saving Information That Was Hard to Reach
Infant mortality is a real concern in La Porte County. From 2019–2023, the county’s infant mortality rate was 9.2 deaths per 1,000 live births, compared with 6.7 statewide (Indiana Department of Health).
Many sleep-related infant deaths are preventable, making clear, accessible education essential. The program already provided free safe sleep classes, a car seat program, and support for families who needed a safe place for their baby to sleep. The challenge was making those existing resources easier to find. Much of the information was buried in PDFs on an outdated website, leaving parents unsure where to start.
The message also had to be handled with care. Parents, grandparents, and babysitters needed simple guidance without feeling judged, and most of them would be reading it on a phone.
Rather than adding more information, Sera Group focused on putting the right information in front of families, then giving them a simple way to act on it.
“We have worked with Sera Group on several different projects, including marketing and web design. We keep going back to them because they bring our visions to life quickly and professionally. We truly enjoy working with their team and look forward to working together on future projects.”
Amanda L., Director at La Porte County Health Department
Meeting Families Where They Live & Receive Care
We started by getting safe sleep messaging into the community: on the road, in doctors’ offices, and on the phones parents already scroll. Once that awareness was underway, we rebuilt the program’s website so every family who saw the message had a clear place to land.
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How It All Came Together
This wasn’t a collection of one-off pieces. It was one strategy carried from the first conversation to every billboard, ad, and web page. Each step built on the last, so families hear the same clear message wherever they find it.
Discovery & Strategy
We started with the program team: who they serve, what they offer, and where families got stuck. The biggest gap was simple. Parents and caregivers didn’t know where to start, and the information that could help them was buried.
One Consistent Message
Every piece was built around the ABCDs of safe sleep, written in plain, judgment-free language for parents, grandparents, and other caregivers. One tone made the campaign easy to trust, whether someone saw it once or ten times.
In the Community & Online
Print material went where families live, travel, and receive care, including pediatric offices, healthcare facilities, and partner organizations. On Facebook, ads carried the same message to parents and caregivers online. Retargeting then reinforced it throughout the quarter.
A Clear Place to Land
The new site turned that awareness into a clear path. One page moves from why safe sleep matters to videos from local pediatricians, resources, and a form to ask questions or learn more about the initiative.
Safe Sleep Across La Porte County
Every piece of the campaign shared the same look, so whether someone saw it on a billboard, a fridge magnet, a bus, or their Facebook feed, it felt familiar.
The Services Behind the Campaign
