Our mission, vision and values as one organisation remain constant and guide our work. We work to reduce the number of babies dying and to improve care and support for anyone affected by the death of a baby.

Our three year Strategy from 2017 to 2020 was due to be reviewed and updated this year.  However, as a result of the impact of Covid-19 and the resulting changeable environment, it has been decided to adopt an agile and responsive approach to our strategic planning for the next year.  We remain committed to our three core aims and to delivering these in whatever way best benefits our beneficiaries in the current environment.

Our vision for the future

A world where fewer babies die and when a baby does die, anyone affected receives the best possible care and support for as long as it's needed.


Sands' purpose

Our purpose is:

  • to support anyone affected by the death of a baby.
  • to work in partnership with healthcare professionals to ensure that bereaved parents and families receive the best possible care.
  • to promote improvements in practice and fund research to help reduce the number of babies dying.

Everything we do – the services we run, the public health messages we promote, the way we raise money – is focused around these three aims.


Our values

We are compassionate, collaborative and evidence based.


Our commitments for 2020

  • To reduce the number of babies dying by at least 20%
  • To have a bereavement lead in every trust or health board and at least one bereavement suite in every hospital.
  • To implement a National Bereavement Care Pathway to make sure that every parent receives equally excellent bereavement care.
  • To ensure a high-quality review of care is carried out, in partnership with parents, after every baby’s death.
  • To raise awareness of the issues surrounding stillbirth and neonatal death and to reduce the taboo associated with these deaths.
  • To ensure every bereaved parent receives a free memory box.
Sands strategy, 2017-2020 summary

Sands' 2017-2020 Strategy Summary

Our work

Here's a summary of our 2017-2020 strategy. It highlights our vision, mission, core aims, strategic objectives and values.

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