Aaron Matthew SIDS Research Guild

Racing to end the fight against Sudden Infant Death Syndrome.

MHCG developed a new donor information brochure for the Aaron Matthew SIDS Research Guild, a nonprofit established to fund much-need research about sudden infant death syndrome (SIDS), in partnership with Seattle Children’s Hospital Integrative Brain Research Institute, Microsoft’s leading data scientists, and various medical research centers across the globe.

The guild was founded by Heather Kahan and John B. Kahan, Chief Data and Analytics Officer at Microsoft, in honor of their son, Aaron Matthew Kahan, who died of SIDS just days after his birth in 2003. SIDS is the sudden and unexplained death of an infant younger than one year old, and is the leading cause of death among infants one month to one year old in the United States. There has been little to no improvement in the rate of death since the mid-90’s. SIDS strikes without warning and leaves few clues about its causes, which are still unknown.

The guild’s revolutionary model for innovation brings together world-class data scientists and leading medical researchers to create new hypotheses about SIDS, by leveraging big data and AI to look at SIDS from all sides: epidemiology, pathology, genetics, physiology, and behavioral change. This powerful research vehicle has led to critical breakthroughs in biomedical research to help understand and decode SIDS. The guild is also embarking on its most promising research effort to date — building the first cloud-based genetic database dedicated to SIDS and infant mortality.

MHCG worked with the guild to clarify their message and emphasize the robust connection between its model for innovation and the critical breakthroughs it has made in SIDS research. MHCG created custom information graphics and iconography to show the scope of the story and reveal the necessity for funding this crucial research.

Although significant strides have been made and the guild researchers are closer than ever to understanding SIDS, there is still much work to be done. MHCG’s efforts to support the Aaron Matthew SIDS Research Guild and distill its message will help spread vital awareness about sudden infant death syndrome and the research being done to bring us closer to a world without SIDS.

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