Sudden infant death syndrome is defined as the sudden death of an infant < 1 year of age that remains unexplained after a thorough case investigation, which includes a complete autopsy, examination of the death scene, and clinical history review. Sudden infant death syndrome is the third leading cause of infant mortality (8.9%), accounting for 2,529 deaths in 1998 in the United States.2 Facedown sleeping occasionally occurs in healthy full-term infants who are sleeping prone and can result in transient episodes of airway obstruction and asphyxia. Willinger et al examined socioeconomic characteristics, motivation, and message exposure to ascertain which factors influenced a caregiver’s choice of infant sleeping position after the implementation of the program. Approximately 1,000 telephone interviews were conducted during each year of the study between 1994 and 1998, within the 48 contiguous United States. Results showed that prone positioning declined 44 to 17% among white infants and from 53 to 32% among black infants. During this period, reports of supine recommendations from at least one source doubled from 38 to 79%. The physician’s recommendation had the strongest influence associated with decreased prone placement (odds ratio, 0.25). Recommendations from all four sources including the physician, neonatal nurse, reading materials, and radio/television advertisements further increased the probability of supine placement (odds ratio, 6.01; 95% confidence interval). Thus, the authors concluded that recommendations from the physician at well-baby check-ups, from neonatal nursery staff, as well as from the media increased the proportion of infants who were placed in the supine position for sleep.