The Montana Coalition of Healthy Mothers, Healthy Babies (HMHB) is a community-based organization dedicated to improving maternal and child health in Montana. Their mission is to reduce the risk of maternal, perinatal, and infant mortality, morbidity, and disability. HMHB contracted with KAI to develop a statewide campaign focusing on harm reduction including adult behavior contributing to SIDS. KAI worked closely with stakeholders to develop a strategic communications plan, conduct focus groups, and develop branding. The campaign will run on social media and in print materials throughout the state.