As the festive season approaches, we want everyone touched by pregnancy loss or the death of a baby to know that they are not alone and that we are here to offer emotional support.
One in two of us or somebody we know, has experienced the loss of a pregnancy or death of a baby. So it's important, now more than ever, that people feel able to talk about pregnancy and baby loss; so it's better understood that grief for these losses exists and is real, and that it isn't 'just one of those things' and you don't simply 'forget about it'.
We have launched a new film inspired by the real experiences of its volunteers, supporters, helpline users, and bereaved families to raise awareness and show the life-changing impact of baby loss.
The film tells the story of one family struggling to cope with the death of their baby as Christmas draws near, and the friends who find ways to show that they care, are there for them in their grief, and that their baby will always be remembered as a part of their lives together.
Milestones like Christmas and other festivals can be an annual reminder of family moments dreamt of that will now never happen. At whatever stage a baby is lost, during pregnancy, at or after birth, it's so important to recognise that they matter and that they are loved. Even if they are known only to their parents.
Bereaved parents tell us that when no one talks to them about their loss, it can leave them feeling isolated and lonely. Sands provides a safe, understanding and caring community that helps every bereaved family grow around their grief and find support that is right for them.
The short film - I’ll never forget you - has been directed by acclaimed filmmaker Phil Beastall, whose emotionally resonant storytelling has moved millions.
"When I set out to create this film, my goal was to capture the quiet, often unseen reality of baby loss and the strength that comes from community and compassion. Stories have the power to open hearts and start conversations, and I hope this film helps people understand that even in the darkest moments, connection and remembrance can bring light. It’s about showing that these babies matter, and that their families are never alone."
- Phil Beastall
“Our new film is not necessarily an easy watch for everyone, because pregnancy and baby loss isn’t easy - it's devastating and heartbreaking and lifechanging. But that’s exactly why Sands exists: so that no one faces that devastation alone. Listening, and supporting and walking alongside families for as long as they may need.
"I’m one of those bereaved parents that Sands supported, and because of that I have that network of friendship and support. Even 23 years on, I’m connected to people who get it and understand because they’ve been there, and by others who may not have first-hand personal experience but empathise and support Sands because they recognise the importance and value of what we do.
“The supportive Sands community understands the pain of losing a baby, providing comfort and connection, showing that there is hope, and in time, there will be lightness, joy and laughter, and that this can exist alongside grief and sadness and memories. Our new film puts that onto screen, and we hope will encourage more people to realise just how important and needed that support is and to donate.”
- Carolyn Bray, Assistant Director of Income & Supporter Engagement at Sands
Advice for coping with grief this winter
We know that for anyone who has been touched by pregnancy loss or the death of a baby, planning to celebrate festivals such as Christmas, Hanukkah, or Lohri can be emotionally difficult.
Rowena Pailing, Head of Bereavement Support Services at Sands, said: “We want any bereaved parent, family member or friend feeling in need of emotional support over the festive period to know they are not alone.
“Bereaved parents tell us that talking about how they like to remember their babies can help them feel connected as a family, and sharing their stories helps them feel less isolated at this time of year.
“Through listening, supporting, and walking alongside families for as long as they need, the Sands community offers comfort, connection, and hope. Our new film brings this to life on screen, showing that joy and laughter can coexist with grief and remembrance.”
If you know someone that has experienced pregnancy or baby loss, whether recently or longer ago, this time of year might be particularly tough for them, as they navigate celebrations and milestone moments that they had hoped to experience with their baby.
Tips for helping someone you know touched by pregnancy or baby loss
We have put together some tips for anyone who wants to help a family member, friend or colleague in the lead up to the festive season. These practical, compassionate suggestions include ways to honour and remember much-loved and missed babies.
Everyone can help Sands change lives
We have launched our heartfelt Winter Appeal to raise awareness of how deeply this time of year can affect anyone touched by pregnancy or baby loss. The sparkle, celebration and anticipation of December can be beautiful — but also bittersweet and poignant for many.
To watch the film, donate, or learn more, visit our winter campaign page.
Big Give to double donations to Sands this winter
At Sands, we are doing everything within our combined power to inspire change and prevent babies from dying. Sands is working tirelessly to ensure in the future, more families have a different story to tell.
The charity is involved in vital research, calling for changes to improve maternity care, and we’re making sure we’re there for bereaved parents and families whenever they need us.
Anyone very kindly considering a gift to Sands this winter can double their donation however large or small, between 2 and 9 December.
The Christmas Challenge runs until 12 noon on the 9 December 2025.
Sands is here for everyone touched by pregnancy or baby loss this winter
Everyone grieves differently and some years will be harder than others for many different reasons. Sands offers emotional support in many ways, because no one should face pregnancy or baby loss alone.
Sands National Helpline - 0808 164 3332 (Freephone) or email helpline@sands.org.uk - will be open during the festive season during the following days and times:
Wednesday 24 December (Christmas Eve) – 10am –12pm
Monday 29th, Tuesday 30th, Wednesday 31st December – 10am-12pm
The Helpline will reopen as normal from Friday 2 January (10-3pm Monday to Friday and 6-9pm Tuesday, Wednesday and Thursday evenings).
Find out more about all the ways we offer bereavement support.