SANDs Awareness Week – 15th to 21st June

SANDs Awareness Week highlights the reality of baby loss in the UK. It is a way to encourage open conversations, greater understanding, and stronger support for those affected. It also draws attention to just how many families experience loss, even if those experiences often remain unseen.

Baby loss is far more common than many people expect, yet it can still feel like something that happens quietly, out of view. Figures shared by SANDs, the UK’s leading pregnancy and baby loss charity, bring that into focus. Every day in the UK, 13 babies die shortly before, during or soon after birth, and at least 1 in 6 pregnancies end in miscarriage.

The purpose of SANDs Awareness Week isn’t only to inform. It’s about creating a safe space for conversations that might not otherwise happen, and for people to feel less alone in their experience. For some, it’s the first time they’ve seen something that reflects their own story. For others, it’s a reminder to check in with someone who may still be carrying their grief more quietly.

What do we mean by stillbirth and neonatal death?

The terminology can sound clinical, but it provides a shared language to describe different types of loss.

• A stillbirth is when a baby dies after 24 weeks of pregnancy.
• A neonatal death is when a baby dies within the first 28 days after birth.

The lived experience behind these definitions can vary significantly. Some losses happen without warning, whereas others follow weeks of uncertainty or medical care. No two experiences are the same, and awareness starts with recognising that.

Why do these conversations still feel difficult?

There’s often an unspoken uncertainty about how to respond to grief, particularly when it relates to pregnancy or babies.

People may hesitate, not because they don’t care, but because they’re unsure what feels appropriate. That hesitation can come across as distance or awkwardness, even when it isn’t intended that way. In reality, a recurring theme from those affected is that acknowledgement matters. When those small moments of recognition are missing, the silence can feel more significant than people might expect. There isn’t a perfect way to respond. But saying something, however small, usually matters more than saying nothing at all.

How can individuals support someone going through baby loss?

Support doesn’t need to be polished or carefully scripted. Often, it’s the small, genuine gestures that mean the most.

For example:

• Reaching out, even if you’re unsure what to say
• Listening without trying to offer solutions
• Acknowledging important dates or anniversaries
• Saying the baby’s name, if the parent feels comfortable
• Continuing to check in beyond the early weeks

One of the more difficult aspects of grief is how it lingers after others assume things have settled. Thoughtful support recognises that this isn’t a short-term experience; it evolves over time.

What support is available for those affected by baby loss?

Support looks different for everyone, and it often changes over time. SANDs recognises this and offers a range of support options, built around the understanding that there is no single “right” way to process loss. Some people want to talk openly. Others prefer to reflect more privately, or simply take things at their own pace.

Support available through SANDs includes:

• A free national helpline, email service and live chat, available to anyone affected, including parents, family members, friends and colleagues
• Local support groups and online meetings offer opportunities to connect with others who share similar experiences.
• Online communities, where people can read, share, or engage when they feel ready
• Practical resources, including bereavement guides and memory boxes to help families create and hold onto memories

There are also more tailored forms of support, recognising that cultural background, community and personal experiences can shape how grief is felt and expressed. What’s particularly important is that support isn’t limited to the immediate aftermath. Many of these services are there for as long as they are needed, whether that’s weeks, months, or years later.

There has been a shift in how baby loss is spoken about in recent years. Campaigns like SANDs Awareness Week, alongside more open public conversations, help bring the topic into clearer view and remove some of the stigma. More people are sharing their experiences, often in ways that are honest and unfiltered, and that visibility can help others feel less alone.

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