Infection Prevention Week 2026: your baby, your boundaries
This week, from 19th to 25th October, is The Lullaby Trust's Infection Prevention Week, and this year's theme is "your baby, your boundaries". Babies are born with immature immune systems, so an infection that's mild in an older child or an adult can be life-threatening for a newborn. Yet many parents tell The Lullaby Trust they've felt awkward, embarrassed or even guilty asking visitors to wash their hands or not to kiss their baby. According to The Lullaby Trust, 56% of parents and carers have had a friend or family member kiss their baby without permission. The Lullaby Trust's message this week is simple: protecting your baby is always the right call. Their campaign shares the story of one family's loss to show why it matters. It talks about the death of a baby, so only read it when you feel ready.
The Lullaby Trust has published a new page, talking to visitors, with practical ways to make it easier. Message people before they visit rather than raising it on the doorstep. Point to your midwife, your health visitor or The Lullaby Trust, so it's guidance, not a personal rule. Explain why: even a common cold can hit a newborn hard. And practise what you'll say. Their THANKS guidance is a good checklist to share with family: wash your hands before touching the baby, don't kiss a newborn unless you're a parent or carer, and don't visit if you're unwell. They also have a free Baby Check app to help parents decide whether a baby under six months needs to see a health professional.
What this means for you: brands and retailers that speak to new and expectant parents can play a real part during Infection Prevention Week. Share The Lullaby Trust's guide and the Baby Check app on your channels, put a link in your new-parent emails, or add the THANKS checklist to a gift card or a care leaflet. It's free, it's credible and it shows you care about families beyond the sale. That's how trust is built.
FREQUENTLY ASKED QUESTIONS
When is Infection Prevention Week 2026?
Monday 19th to Sunday 25th October 2026, run by The Lullaby Trust. This year's theme is "your baby, your boundaries".
How can I ask visitors not to kiss my baby?
Message them before they arrive, explain that newborns' immune systems are still developing, and point to guidance from your midwife, health visitor or The Lullaby Trust.
What is the THANKS guidance?
The Lullaby Trust's checklist for visitors: wash your hands before touching a baby, don't kiss a newborn unless you're a parent or carer, and don't visit if you're unwell.
If you'd like help creating parent-facing content that's useful, trustworthy and right for your brand, get in touch with The Nest.
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