Bring them out and lie them flat, face up and face clear, in their bed," she said.
The good news was that the messages around safe sleep were being heard. Fewer babies were dying in their sleep, and fewer of those that did were Māori.
Sudden unexpected deaths in infancy (SUDI) had fallen from 60 in 2006 to around 40, with most of that reduction within the Māori population, although Māori babies still accounted for well over half of all deaths.
"We can do much better. SUDI are preventable," Ms Tipa added.
"Babies spend a lot of time sleeping, so it's really important that parents and the whole whānau know how to make sure every baby has a safe sleep, every time they sleep."