A survey of UK adults published at the start of Baby Loss Awareness Week (9 – 15 October) has revealed that most UK adults are unaware of true scale of pregnancy and baby loss.
In response to the findings, an alliance of more than 140 pregnancy and baby loss charities and organisations across the UK, led by Sands, have launched the biggest awareness drive yet, to help increase understanding of the issue, and ensure more people know where to turn for support after pregnancy loss or the death of a baby.
Fewer than three in ten people (28%) aware that 13 babies die shortly before, during or soon after birth every day, and just over a third (35%) aware that around one in six pregnancies ends in miscarriage.
This is despite previous research finding that half of UK adults having said that they, or someone they know, had experienced at least one form of pregnancy or baby loss.
Big screen advertisers support Wave of Light
Two high profile outdoor advertising companies are working with Sands to support Baby Loss Awareness Week.
In the lead up to and during Baby Loss Awareness Week, JCDecaux, through its Community Channel, will be displaying campaign messages on digital outdoor advertising screens nationwide, including activity marking the global Wave of Light on 15 October.
In addition, the iconic Piccadilly Lights in central London will join the Wave of Light through a special 10-minute takeover at 7pm on 15 October, helping bring the campaign's message of remembrance, solidarity and support to one of the UK's most recognisable public spaces.
This fantastic opportunity was secured by Sands supporter Jessica Burley from Beckenham, London who reached out to Landsec, owner of the Piccadilly Lights after previously organising ribbon displays and remembrance events in her local area.
Finding out that so many people don’t know about the scale of pregnancy or baby loss is a stark reminder that, while loss is common, awareness of the reality, and the help available remains far too low. Everyone needs to know how to get help for themselves or someone they know, so that if the worst does happen, they know they are not alone.
This Baby Loss Awareness Week we want everyone to know that it’s okay to talk about these issues, and that there is a community that understands and is here for them, whatever they need – be it guidance, shared stories or simply a listening ear to help and offer comfort.
We are even more determined to raise awareness of pregnancy and baby loss and the caring community that exists for anyone affected. I am so grateful to everyone who is helping us reach more people; the advertising displays, buildings lighting up Pink and Blue, people lighting up their homes, wearing their pin badges, painting their nails, dyeing their hair or dressing up and sharing what they are doing on social media.
Few experiences can compare to the trauma and pain of pregnancy and baby loss and it can feel like you are alone in your grief. That’s why we want as many people as possible to wear a Baby Loss Awareness Week pin badge to help start more conversations, and to raise awareness of the support that is available to anyone who needs this.
- Clea Harmer, Chief Executive, Sands, and Chair of the Baby Loss Awareness Alliance
Baby loss community unites this October
The Baby Loss Awareness Alliance is also calling on all their supporters, volunteers and the wider public to wear a pin badge, or wear pink and blue items, to prompt conversations about what they are wearing to bring the topic into the open, showing they are thoughtful allies during Baby Loss Awareness Week and ensuring everyone affected knows they are not alone and can get the support they need.
Parents and families affected by pregnancy and baby loss will be joining together in communities across the UK, in person and online, to take part in a range of activities to remember and talk about their babies and experiences this Baby Loss Awareness Week.
Throughout the week people will be putting up ribbon displays, knitting post box toppers, painting pebbles with their babies’ names, lighting up their homes, businesses and high streets, painting their nails, dyeing their hair, or dressing up in Pink and Blue – the colours of Baby Loss Awareness Week. All the activities are designed to open up conversations about pregnancy and baby loss in local neighbourhoods, workplaces and community spaces.
Baby loss raised in parliamentary debates
The week also provides an opportunity to raise awareness of the vital work that is needed to improve pregnancy outcomes and to save babies’ lives.
This year, two parliamentary debates are taking place to mark Baby Loss Awareness Week.
In Holyrood, the Scottish Parliament held their first ever Baby Loss Awareness Week debate on Wednesday 7 October, thanks to the support of Patricia Gibson MSP.
While in Westminster the baby loss debate on Monday 12 October will mark the ten-year anniversary of the debate taking place in the UK Parliament, secured with the support of the All-Party Parliamentary Groups (APPGs) on Baby Loss, Maternity, and Patient Safety.
Wave of Light on 15 October for all babies gone too soon
Baby Loss Awareness Week will draw to a close at 7pm on 15 October when candles for all our babies gone too soon are left burning for one hour during the global Wave of Light, with many joining together online, creating a trending moment of connection and collective remembrance across the UK.
The growth of Baby Loss Awareness Week is incredible. Every year we see more friends, family, colleagues and businesses join in with activities in allyship with those directly impacted by pregnancy loss or the death of a baby.
We want more people than ever to ‘Wear and Share, with Care’ this year – not only those who have been touched by baby loss but also anyone who wants to show that they stand alongside their family members, friends and colleagues, to help break the silence.
We’re encouraging those brilliant businesses, organisations, landmarks and buildings that light up, or turn pink and blue, during Baby Loss Awareness Week, to join us in explaining why they are doing so and signpost to help and advice. On behalf of the Alliance, a huge thank you to everyone helping us to have those important conversations about loss in compassionate ways.
- Clea Harmer, Chief Executive, Sands, and Chair of the Baby Loss Awareness Alliance
This is a special time when everyone is invited, wherever they are in the world, to light a candle at 7pm local time as a special mark of support and remembrance for all babies that have died, and pregnancies lost. Anyone can join a digital Wave of Light from 7pm on 15 October by posting a photo of their candle to Instagram, Facebook or Twitter with the hashtag #WaveOfLight.
Sands here to support during Baby Loss Awareness Week
At Sands we understand that moments like this in the year can bring up all kinds of emotions.
Please remember that if, at any point during Baby Loss Awareness Week, you need support, we are always here for you.
Find out how you can get involved
For more information visit: www.sands.org.uk/blaw and follow #BLAW on social media.