An ad campaign by the city of Milwaukee detailing the dangers of co-sleeping with an infant has been stoking controversy after it displayed an infant sleeping in an adult bed with a butcher's knife sticking out of the covers.
The ad has been designed for free by Serve Marketing and was unveiled by the Mayor Tom Barrett and Commissioner of Health Bevan Baker last week at a press conference. The ad comes with a big headline saying "Your baby sleeping with you can be just as dangerous" while at the bottom, the ad recommends putting the baby in a crib and if a family cannot afford one, a phone number is also given.
While a number of people are uncomfortable over the ad, Serve Marketing's founder and creative director Gary Mueller said that the ad was intended to be controversial. "You've got to make people uncomfortable. That is what you have to do to change dyed-in-the-wool behavior. If it reduces infant death, it's worth it", he said.