SIDS and Kids is dedicated to saving the lives of babies and children during pregnancy, birth, infancy and childhood and to supporting bereaved families. With nine offices throughout Australia and a National office in Melbourne, SIDS and Kids areas of focus include bereavement support, education, research, national awareness campaigning, advocacy and fundraising.
In 1988, the Red Nose Day concept was adopted by SIDS and Kids organisations around Australia. This annual event captured the imagination of the Australia public and has since contributed a large portion of the funds raised by SIDS and Kids. With a 94 per cent recognition rate in Australia (Quantum research, 2008) the concept of donning a red nose for a day to be silly for a serious cause has expanded to involved celebrities, businesses,vehicles and buildings. The campaign runs throughout the month of June culminating on Red Nose Day (27th June), the last Friday of June.