This Side Up…while sleeping

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In the News

November 2010


The This Side Up campaign, an educational campaign that raises awareness of the risks of Sudden Infant Death Syndrome (SIDS), is in the running for a $250,000 grant from the Pepsi Refresh Project.


September 2010


Kyra Oliver writes a featured runners essay for the Chicago Marathon (link to Chicago)


September 2010


Healthy Start Coalition of SW Florida, Hayes Foundation Form Partnership to Increase Awareness of SIDS in Southwest Florida. Click here to download the article


September 2010


Juvenile Products Manufacturing Association (JPMA) along with Kids in Distressed Situations (K.I.D.S) partners with the This Side Up campaign to distribute 500 onesies in Milwaukee Wisconsin, New York City New York, Philadelphia Pennsylvania, and Washington D.C. Click here to download the article

December 2009


Kyra Oliver tells Richmond Family Magazine her story and why it is important to be educated and to educate others.
Click here to download the story

October 2009


Envisioning a World without SIDS: V Magazine Article

August 2009


"Onesies that save babies’ lives
" - Woman’s World Magazine

Infant mortality rate lowest ever in V.A.

2009 State of the Art Ball
Click here to download the article.
- PDF

June 2009:

Of all the things that can threaten an infant’s life, SIDS is probably the most confounding. It’s still a medical mystery as to what exactly causes SIDS infants to stop breathing, Click here to download the article. - PDF

Bucs' Bryant joins drive to prevent infant deaths from SIDS - Click here to download.

HCECF, Hayes Foundation Form Partnership to Increase Awareness of SIDS in East Central Florida - Click here to download.

This Side Up program promotes SIDS awareness - Click here to download.

May 2009

State of the art Ball, Style Weekly Magazine - Click here to download. - PDF

April 2009

Raise Foundation, Hayes Foundation Form Partnership to Increase Awareness of SIDS in Orange County - Click here to download the article.

State of the Art Ball Maui at Midnight, Baby - Click here to download. - PDF

October 2008

"A Few Simple Steps" Richmond.com article Click here to download the article.

August 2008

"10 Questions with Kyra Oliver" Richmond.com article Click here to download the article.

July 2008

"Mecahnicsville Hospital Partners with HHF" The Mechanicsville Local Click here to download the article.

March 2008

Parents MagazineParents Magazine
Click here to download the article.

Winter 2008

"Giving Back" Work Magazine
Click here to download the article.

November 2007

"Stevie Award Winner" Richmond Times Dispatch
Click here to download the article.

September 2007

Richmond Times Dispatch: SIDS Ball Adds Roman Flair
Click here to download the article.

July 2007

Herald Citizen: Tackling SIDS a child at a time
Click here to download the article.

May 2007

NBC Channel 12 News Spot click here to view
CBS Channel 6 News Spot click here to view
ABC Channel 8 News Spot click here to view

May 2007

Richmond Times Dispatch Community Focus: More than 15,000 "This Side Up" Onesies will be distributed tp families in central Virginia
Click here to download the article.

January 2007

Richmond Times Dispatch Metro Business: From Son's Tragedy, Parents Embark on a Safety Mission
Click here to download the article.

November 2006

Ukrops Go to Market: The Hayes Hitzeman Foundation-Richmond's Own Crusader Against SIDS
Click here to download the article.

November 7, 2006

Livingston Regional Hospital Joins Effort to Raise Awareness of Sudden Infant Death Syndrome (SIDS) - RICHMOND, Va., November 7, 2006 – On the heels of a medical study’s revelation that Sudden Infant Death Syndrome may be linked to a brain abnormality, an educational effort to raise awareness of SIDS coming to Tennessee.
Click here to view the press release.

November 6, 2006

U.S. News & World Report - When Kyra Oliver Hitzeman heard news reports about the SIDS study, she was thrilled-and overwhelmed by the memories it revived. Her son Hayes died in 2002, while he took a nap at his day-care provider's home.He was 4 1/2 months old, a chubby, joyful little boy. "He was awesome," says Hitzeman, 39, owner of a graphic design firm near Richmond, Va. "There was no indication that anything was wrong. He was a perfectly healthy baby." Indeed, no one knows what prompts seemingly healthy babies to suddenly die in their sleep. Most SIDS deaths occur between 2 and 4 months of age.
Click here to view the U.S. News & World Report coverage.

November 1, 2006

WRIC Richmond News Channel 8 - Doctors have some important new clues into a cause in Sudden Infant Death Syndrome. 8News Reporter Morgan Dean sat down with a mother of a SIDS victim, who's hopeful science can finally solve this mysterious disease. Kyra Oliver, executive director for the Hayes Hitzeman Foundation, says, "You tend to look to yourself and say is there something I should have done."
Click here to view the WRIC coverage.

Winter, 2006

When Hayes, the son of Kyra Oliver Hitzeman and Ezra Hitezman, was first born, the two parents knew about Sudden Infant Death Syndrome (SIDS) but didn't talk about it. But when 4 1/2-month-old Hayes died a little more than fours years ago from SIDS, the Hitezmans couldn't avoid the subject.
Click here to read the entire article.

September 20, 2006

VCU Health System raises awareness of sudden infant death syndrome.
Click here to read the entire article.

Summer, 2006

"This Side Up" Raises Awareness for SIDS - Hayes Hitzeman was four and a half months old when his mother, Kyra Oliver, received the phone call that her son had died one summer afternoon in 2002. He died from SIDS (Sudden Infant Death Syndrom).
Click here to read the entire article.

May 6, 2006

Oliver Creative has been named a finalist for the Greater Richmond Technology Council Awards Gala to be held May 17, 2006. The award that Oliver Creative is up for is the SMARTBOX Portable Storage’s Community Support Award.
Click here to read more.

May 5, 2006

Richmond Times Dispatch - "Hall of fame honors four of 'Richmond's Finest'. Also, founder of web firm receives ethics award for moral character, practice."
Click here to read the Richmond Times Dispatch article.

May 1, 2006

This Side Up campaign launches.
Click here to learn more about how to get involved.

March 30, 2006

Richmond.com - Safe Sleeping - Hayes Hitzeman Foundation partners with CJW and VCU to distribute "This Side Up" onesies.
Click here to view the Richmond.com article.

March 29, 2006

"A new campaign to help save the littlest of lives took center stage at the children's museum in Richmond today..."
Click here to view the NBC 12 Press Coverage

March 19, 2006

“It’s Boogie Woogie Bugle Boy, Baby” State of the Art Ball to be Held on September 16, 2006!

The Hayes Hitzeman Foundation is planning the 5th Annual State of the Art Ball to be held on September 16th, 2006 at the Science Museum of Virginia. The theme of the event is “It’s Boogie Woogie Bugle Boy, Baby!” The evening will start with a silent auction, cocktails and passed hors d'oeuvres. Then guests will be entertained while having dinner with an eleven piece swing band, The Kings of Swing, and a live auction. There will be lots of surprises throughout the entire evening.

March 19, 2006

The Hayes Hitzeman Foundation launches the This Side Up…while sleeping campaign March 29!

The This Side Up…while sleeping campaign is an educational effort that seeks to raise awareness of SIDS and SIDS prevention. At its core, the campaign strives to educate parents that the safest way for their babies to sleep is on their back.



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