The good news, missed by those who found the commercial disturbing, is that we can largely keep children safe — and not by over-protecting them. Specific environmental interventions or behavior modifications by caregivers can change these common occurrences into a non-injury event. Specifically, the playground with a soft landing surface will lead to a bruised elbow in an 8 year old who falls off the jungle gym instead of a fractured elbow from contact with asphalt. The swimming pool with a fence around it will prevent the 4 year old from wandering into the pool, whereas no fence can result in a tragic drowning. Parents who have set their water heater temperature to 120 degrees don't have to worry about burning the 18 month old who turns the nozzle to high — unlike those who have a water heater set at 140 degrees, which will cause a large second degree burn after 3 seconds. A child in an appropriate car seat may not have a single injury from a crash, while the improperly restrained child may be ejected from the car and suffer fatal or near fatal injuries. Even healthy babies are susceptible to unintentional suffocation when put to sleep in an unsafe sleep environment. For every 100,000 children born, 25 infants will die in the first year of life as a result of suffocation. By placing an infant alone, on their back and in a crib without soft mattresses, pillows, comforters or other people, the risk of death decreases substantially.