We all have a responsibility to advocate for our most vulnerable. A systematic and coordinated approach to safe sleep advocacy, rooted in an understanding of parental decision-making and the powerful influence of emotions, can significantly reduce preventable sleep-related deaths. By acknowledging the realities of caring for an infant and tailoring our messages to resonate with both logic and emotion, we can achieve sustained improvements in safe sleep practices. This advocacy should be grounded in an understanding of established beliefs, norms, and structures. Through effective advocacy across the infant life course, we will change the culture of infant sleep. Thousands of infant deaths can be prevented if we choose to advocate and act.