# Get Social Media and Risk-Reduction Training (GET SMART)

> **NIH NIH R01** · UNIVERSITY OF VIRGINIA · 2024 · $701,073

## Abstract

Project Summary
Sudden and Unexpected Infant Deaths (SUID), which include Sudden Infant Death Syndrome and
unintentional injury-related infant deaths, remains a leading cause of US postneonatal mortality, with ~3400
deaths/year. Many SUIDs are preventable with greater adherence to safe infant sleep guidelines. There are
racial and socioeconomic disparities in adherence to these guidelines and in SUID rates. We conducted the
successful Social Media and Risk-Reduction Training for Infant Care Practices (SMART; 1R01HD072815)
study in which 1600 mothers at 16 US birth hospitals were randomized to receive short educational videos,
delivered by email or text message, focused on safe sleep (TodaysBabyTM) vs. control, in the first 2 months
after birth. Compared to mothers receiving attention-matched control messages, those receiving this
intervention had ~10 percentage point higher rates of following safe sleep practices. Importantly, racial and
socioeconomic disparities in safe sleep practices were eliminated among the study population. Given that we
have demonstrated effectiveness in the SMART intervention, we now propose GET SMART (Get Social Media
and Risk-Reduction Training), a type 3 hybrid implementation-effectiveness cluster randomized trial of 20
hospitals to determine optimal strategies to implement this intervention in real-world conditions. We will
compare the “high touch” (HT) implementation strategy used in SMART (hospital staff introduced the program,
obtained informed consent, watched 2 videos with them) with a “low touch” (LT, i.e., less resource-intensive)
strategy, which will leverage social marketing techniques in a direct-to-consumer approach to reach mothers
during the postpartum hospitalization through QR codes easily visible in the hospital environment that mothers
will use to sign up for the TodaysBabyTM program. Given the disparities in SUID and safe sleep practices, GET
SMART will occur in hospitals serving predominantly low-income populations in counties with >1.5 times the
national SUID rate. We will use the Proctor Conceptual Model of Implementation Research to inform our
implementation strategies and outcomes. We will compare the impact of the hospital-based HT and LT
strategies with regards to differences in penetration (proportion of eligible mothers who sign up for
TodaysBabyTM), equity of penetration according to income and race/ethnicity, and the program cost per mother
sign up. Secondary implementation outcomes will be feasibility, acceptability, sustainability; and fidelity to the
intervention (number of videos watched). Effectiveness outcomes will be adherence to 4 safe sleep practices
(sleep position, sleep location, nonuse of soft bedding, pacifier use) after the 2-month intervention. After
completion of this implementation-effectiveness study, we will be able to generate valuable policy-relevant data
for an easily replicated mobile-delivered video safe sleep intervention needed for decision-making by public
healt...

## Key facts

- **NIH application ID:** 10928192
- **Project number:** 5R01HD110568-02
- **Recipient organization:** UNIVERSITY OF VIRGINIA
- **Principal Investigator:** EVE R COLSON
- **Activity code:** R01 (R01, R21, SBIR, etc.)
- **Funding institute:** NIH
- **Fiscal year:** 2024
- **Award amount:** $701,073
- **Award type:** 5
- **Project period:** 2023-09-15 → 2028-06-30

## Primary source

NIH RePORTER: https://reporter.nih.gov/project-details/10928192

## Citation

> US National Institutes of Health, RePORTER application 10928192, Get Social Media and Risk-Reduction Training (GET SMART) (5R01HD110568-02). Retrieved via AI Analytics 2026-05-26 from https://api.ai-analytics.org/grant/nih/10928192. Licensed CC0.

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