Changing the story after baby loss

Baby loss happens 295 times a day in the UK. Behind every loss are parents who may be struggling to navigate grief, trauma and a future they never imagined. Yet specialist psychological support is not routinely available. 

At Petals, we change the story for bereaved parents by offering free specialist counselling to couples following baby loss. 

This Baby Loss Awareness Week, in partnership with Ocean Outdoor, we have launched our first ever billboard campaign. Following a nomination from members of their team, Petals was gifted the opportunity to run an advertising campaign in London, Birmingham and Manchester (starting today, Tuesday 11 October).  

Our campaign, Changing The Story, was created.  

While each story of baby loss is unique, there are many similarities in how it impacts families afterwards.   

The days and weeks following the trauma of losing a pregnancy or baby are chaotic, confusing, painful, and isolating.  

Between the frantic, confused rush of medical appointments, funeral planning, decision-making and conversations parents never expected – and then returning to work – there is no time to process what happened.  

Couples struggle to talk to each other about their grief. Everyday life can feel impossible to navigate. Some parents can’t imagine how to go on without their babies. 

But Petals is changing the story after baby loss. 

With Petals Counselling, parents are given time and space to process their trauma. They are supported to communicate with one another and develop tools to navigate life after loss, helping them begin to see a way forward.  

The voices behind our campaign 

At the heart of our Changing The Story campaign are real words shared by former clients*, expressing the pain, isolation and trauma that parents can carry, but also showing how with the right support, the story can change.  

The days and weeks after Gabrielle died felt impossible to navigate.  
There was no time to process losing Harry.  
We don’t know how to talk to each other about what happened to our baby.  
I was not able to say out loud the thoughts I had after Jannah died. 
I didn’t understand how we could grieve so differently for Sprout. 
I cannot talk about Kitty without feeling like I have to make it easier for someone else. 
I didn’t know how to live without Oaklee.  
I could not bear living without my baby.  
After losing Lyla, we could not see light.

Why specialist counselling matters 

Research shows that the psychological impact of losing a pregnancy or baby can be lasting and profound.  Mental health conditions like depression, anxiety and PTSD can be much higher in women and their partners following a loss. Relationships are more likely to break down.  

Baby loss changes lives. We know that specialist counselling can change how parents live with that loss. But too many parents cannot access this support. 
 
How Petals Counselling changes the story  

Specialist care: A short-term, tailored therapy model designed specifically for trauma following baby loss, delivered by experienced and highly-trained counsellors 

Accessible to both parents: Offered free of charge, with translation services available (including British Sign Language). 

Proven impact: 94% of clients process their trauma, 99% better understand their grief, and 86% report improved mental health. 

Help us change the story for more parents  
 
If you are visiting this website today having seen our billboards, the most powerful way you can help is by donating. 

Petals supports more than 2,300 parents every year. Yet demand far exceeds our funding, and 1 in 2 people who request Petals Counselling are turned away because we don’t have sufficient funding.  

Behind that statistic is a parent who may be left to navigate the aftermath of baby loss without the specialist support they have asked for.

Donate today and help change the story for other bereaved parents.  

Share your sentence.  

Throughout the campaign, we’ll be sharing new sentences from the Petals community and updating our billboards to show the difference specialist counselling can make how counselling changes the story. 

Are you a former Petals client who wants to share your sentence? Email us at media@petalscharity.org with the subject line ‘Changing the Story’, or get in touch share it via our social channels. 

*some of the names have been changed.