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 sets out our vision, mission and values as one organisation. It also outlines our strategic objectives and commitments for 2020.

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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