The initiative is not just aimed at pub goers
Pub regulars in Pendle are receiving child safety advice with their pints as part of a new initiative by Pendle Borough Council to help protect babies.
Information to promote the Baby Safe scheme is being put on beer mats in pubs.
Louise Hoole, from Pendle Council, said the campaign was set up to reduce the number of infant deaths in the area.
She explained:"Pendle actually has one of the highest rates of infancy mortality in the country.
"We want all babies in Pendle to have the best start in life."
The beer mats in pubs list the top 10 tips for keeping babies safe.
Ms Hoole said: "Just following these simple tips can make a huge difference and reduce the risk of sudden unexplained infant death by a huge percentage."
Noel Buckley, licencee of the Crown Hotel in Colne, is one of the pubs backing the campaign.
He said many parents may be unaware of the advice published on the beer mats such as that babies should sleep in cots, which tops the list.
"I know lots of people that actually sleep with their children and it's going to raise awareness and make people realise they could be putting their children at risk," said Mr Buckley.
Ms Hoole added: "The safest place for babies to sleep is in their cot and I can't stress that enough."
Although launched in pubs, the scheme isn't specifically targeted at drinkers.
"It is really an innovative approach to get the message out to everyone in the community," said Ms Hoole.