About the Authors

Helen L. Ball

Contributed equally to this work with: Helen L. Ball, Catherine E. Taylor

Roles Conceptualization, Formal analysis, Funding acquisition, Investigation, Methodology, Supervision, Validation, Writing – original draft, Writing – review & editing

h.l.ball@durham.ac.uk

Affiliation Infancy & Sleep Centre, Department of Anthropology, Durham University, United Kingdom

Catherine E. Taylor

Contributed equally to this work with: Helen L. Ball, Catherine E. Taylor

Roles Data curation, Formal analysis, Investigation, Methodology, Project administration, Writing – original draft, Writing – review & editing

Affiliation Infancy & Sleep Centre, Department of Anthropology, Durham University, United Kingdom

Victoria Thomas

Roles Investigation, Methodology, Writing – review & editing

‡ These authors also contributed equally to this work.

Affiliation Dept Paediatrics, Great North Children’s Hospital, Newcastle upon Tyne, United Kingdom

Pamela S. Douglas

Roles Conceptualization, Investigation, Writing – review & editing

‡ These authors also contributed equally to this work.

Affiliation Possums Education & Research Centre, Greenslopes, Brisbane, Australia

the SBY working group

Membership of the SBY Working Group is listed in the Acknowledgments.

Competing Interests

HB is honorary Chair of the Scientific Committee for the Lullaby Trust, the UK’s leading SIDS-prevention charity. She also serves in an honorary capacity on the Board of Examiners for the Unicef UK Baby Friendly Individual Awards, and on the Board of Directors for ISPID (the International Society for the Study and Prevention of Infant Deaths). PD is Medical Director of Possums Education, a health promotion charity which sells education programs that upskill health professionals in delivery of the Possums Sleep Program. All revenue raised by Possums Education is invested in the development of research and educational materials. We confirm the above disclosures do not alter our adherence to PLOS ONE policies on sharing data and materials.