This World Immunisation Week, Red Nose Australia gets behind the WHO’s campaign.
Important statistics about vaccines from the WHO:
150m
Lives saved by vaccines since 1974
30
Life-threatening diseases & infections prevented by vaccines
<95%
Australian coverage, below the national target for 3 years
World Health Organisation
“Vaccines have long been one of the most powerful tools in public health. Over the past 50 years, vaccines have saved more than 150 million lives – not by accident, but because ordinary people made the decision to protect themselves, their children and their communities from diseases like measles, diphtheria, pertussis, polio, and rotavirus.”
The Australian Government Department of Health, Disability and Ageing recommends a national immunisation schedule to ensure our community — including our babies and children — stay protected against vaccine-preventable diseases.
Red Nose has long been advocating for families to immunise their children against common diseases. Research indicates that vaccinated babies are at a lower risk of sudden infant death.
Today, newer vaccines against malaria, HPV, cholera, dengue, meningitis, RSV, Ebola, and mpox are saving even more lives, and helping people at every stage of life live longer and healthier thanks to scientific advancements.”
Red Nose has long been advocating for families to immunise their children against common diseases. There is research to indicate that vaccinated babies are at a lower risk of experiencing the risk of sudden infant death.
At Red Nose Australia, we often speak with deep appreciation for our dedicated Peer Support volunteers, those compassionate individuals who answer calls on our 24/7 Grief and Loss Support Line, every day of the year. But we also recognise that not everyone is ready to support others in this way, especially in the early days after their own loss.
That’s why Red Nose offers a range of meaningful volunteering opportunities, because giving back looks different for everyone.
One such volunteer, Julia, brought her professional skills to Red Nose, helping to train members of our leadership team in crisis preparedness.
Volunteering In loving memory of Georgia
Julia’s beautiful daughter, Georgia, sadly died shortly after being born at 30 weeks. Georgia had been diagnosed the day before she was born with a severe case of hydrops, which couldn’t be treated. Julia and her family were introduced to Red Nose soon after, receiving support through our Hospital to Home programme.
“I wanted to give back to an organisation that had helped me and my family so much. The Hospital to Home programme really did help me reintegrate into ‘normal life’ after losing Georgia. I wanted to help other women, but I wasn’t quite ready to provide peer support—at least not yet. Contributing to the corporate side of the organisation made a lot of sense to me.” — Julia
Julia generously shared her expertise in crisis response, delivering training to Red Nose’s senior staff . Even co-opting one of her colleagues to assist. The training was tailored to Red Nose to ensure we are well prepared in the event of a major crisis.
“As the new CEO, this training was invaluable. It’s something we hope never to need, but the opportunity to practise and hone our skills was incredibly important.” — Amy Cooper, Red Nose CEO
Volunteers like Julia remind us that there are many ways to make a difference, and that every contribution, big or small, helps us support more families when they need us most.
Julia and beautiful Georgia
Learn more about volunteering with Red Nose
Our volunteers are amazing people who give their time and talents to support families, host events, fundraise, advocate for other families, and help out at our offices throughout Australia.
Honouring Gilbert, Elizabeth, and Every Child Loved and Lost
On Say Their Name Day, families across Australia come together to honour the babies and children who are no longer physically with us, but are forever carried in the hearts of those who love them.
In this special conversation hosted by Red Nose Australia, journalist, mum of five, and Red Nose Ambassador Fiona Ellis-Jones sits down with author and social worker Emily Mir to share a deeply moving discussion about grief, remembrance, and the power of storytelling.
Together, they explore what it means to speak our children’s names, loudly, proudly, and without hesitation.
Meet Gilbert
Emily’s son, Gilbert, was stillborn at 40 weeks following a long journey through IVF. Though his life was brief, his impact has been lifelong.
Years later, Emily wrote Gilbert’s Cake, a gentle and heartfelt children’s book designed to help siblings understand and connect with a brother or sister they may never have met.
The story was inspired by Emily’s own family, including her twins Harriet and Flynn, who formed a deep bond with their older brother in ways that continue to grow over time.
That connection doesn’t disappear; it continues to grow, just like our love.
Helping Children Understand Grief
One of the most powerful themes from the conversation is the importance of including children in conversations about loss.
For many families, explaining grief to young children can feel overwhelming. But as Emily explains, children are far more capable of understanding than we often realise when given age-appropriate language and space to ask questions.
Children need to understand what has happened in their family. And they have an incredible capacity to connect with siblings, even those they have never met.
Gilbert’s Cake was created to fill a gap—offering families a way to gently open up these conversations and validate the emotions that come with loss.
Why Say Their Name Day Matters
Despite growing awareness, there is still stigma around talking about babies and children who have died.
Emily believes this comes from generational silence, where families were once discouraged from naming, seeing, or mourning their babies openly.
Days like Say Their Name Day are helping to change that.
It gives us permission to speak about our children, to share their names, and to connect with others who understand.
Saying a child’s name acknowledges their existence. It reminds families that their child mattered, and still does.
A Message for Newly Bereaved Families
For those early in their grief journey, Emily offers gentle reassurance:
Grief doesn’t disappear, but it does become lighter
Love continues to grow over time
It is possible to find moments of joy again
It won’t always feel this heavy. And your connection with your child will continue to grow.
Fiona echoes this, describing how grief evolves, shifting from overwhelming sadness to a space where love and joy can coexist.
The Power of Creative Healing
Writing Gilbert’s Cake became a deeply healing process for Emily. Through storytelling, she was able to reconnect with her grief, her love for Gilbert, and her identity as his mother.
She encourages other families to explore creative outlets in their own way. From writing to art or music. There is no “right” way to grieve, only what feels right for you.
Supporting Families Through Red Nose
Emily also shared her experience working with Red Nose Australia through the Hospital to Home program, supporting families navigating life after loss. Programs like these provide vital care, connection, and understanding during some of life’s most difficult moments.
Watch the Full Interview & Reading
In the video above, you can watch the full conversation and a beautiful live reading of Gilbert’s Cake.
As part of Say Their Name Day, Emily has also generously committed to donating $10 from every book purchased until March 31st to Red Nose Australia.
If this conversation brings up difficult feelings, please know support is available. Red Nose Australia offers 24/7 bereavement support for anyone impacted by the loss of a baby or child.
Red Nose is proud to announce the appointment of respected journalist and author Tracy Vo as our newest Bereavement Ambassador. Tracy brings deep compassion and strength to the role, shaped by her experience of losing her son, James at five months pregnancy.
As we mark the eighth Say Their Name Day today, today, Wednesday 25 March, Red Nose is honoured to walk alongside Tracy in remembering James, and in supporting families across Australia who have experienced the heartbreaking loss of a pregnancy, stillbirth, the death of a baby or child.
“We are honoured to say James’s name this Say Their Name Day,” said Amy Cooper, Red Nose CEO. “Tracy’s courage in sharing her story ensures other bereaved families know they are not alone. Her voice helps break the silence, reduce stigma, and strengthen the support available to parents across Australia.”
Tracy Vo on why Say Their Name Day is important
Tracy shared why Say Their Name Day holds such profound meaning for her and her family.
“Say Their Name Day is so important because hearing our child’s name is like a hug for the soul,” Tracy said. “It tells us that our baby mattered, that their life is remembered, and that we do not have to carry their memory alone. For families like mine, acknowledgement is everything. It brings comfort on the days when grief feels overwhelming, and it reminds us that our children continue to have a place in the world.”
Tracy added, “If sharing James’s story helps even one family feel seen, supported, or less alone, then his life continues to make a difference. That is why I am honoured to join Red Nose and to stand with the many brave parents who love and grieve their babies and children every day.”
What Tracy Vo will be doing
In her ambassador role, Tracy will help raise awareness of Red Nose’s vital services, including 24/7 bereavement support, counselling, community programs, and remembrance initiatives such as Say Their Name day.
“Acknowledging and saying the names of babies who are no longer with us is a powerful reminder that every life, no matter how brief, matters,” Amy Cooper said. “We are incredibly grateful Tracy has chosen to stand with us to help ensure every family receives the support, compassion, and acknowledgement they deserve.”
In loving memory of James
Tracy has set up a fundraiser in James’s name to remember him this Say Their Name Day and always.
Red Nose looks forward to working closely with Tracy as we continue our mission to support bereaved families and save little lives through research, advocacy, and education.
To get involved with Say Their Name day you can share a name on our memorial wall, set up an in loving memory fundraiser or host an event. Learn more at www.saytheirname.org.au
Red Nose Australia, the organisation behind Say Their Name day, has announced that Sands, the UK’s leading pregnancy and baby loss charity, will join the 2026 campaign, expanding the national day of remembrance into an international moment of advocacy and support for families affected by pregnancy and infant loss.
Created by Red Nose Australia and now in its eighth year, Say Their Name day encourages families and communities to speak the names of babies and children who have died, helping to break the silence and stigma surrounding pregnancy, infant and child loss. On 25 March 2026, people across Australia and the United Kingdom will unite to honour little lives by saying their names aloud and sharing them publicly across social media.
The cross-border collaboration marks the first time the campaign will be amplified internationally, with both organisations encouraging families, friends, workplaces and supporters to participate online and in their communities.
At the centre of the campaign is the Memorial Wall, where bereaved families can submit the names of their babies and children. Names remain on the wall year round, ensuring families can come back and revisit this memorial over and over again.
Families share why Say Their Name day is so important to them:
“It made me so happy when friends asked me about Rigby, and I cried with heart aching joy when someone finally asked to see a photo of him.” Liz – Rigby’s Mum
“There is no healing in forgetting, even if it were possible; we heal through remembering and celebrating the love that lives on.” Emily – Gilbert’s Mum
Don’t shy away from talking about our beautiful first-born son with us.”“Be open about speaking about his memory. You will never understand the positive impact it has to simply hear or say his name.” Caitlyn – Aish’s mum
Red Nose CEO on Say Their Name day
Amy Cooper, CEO of Red Nose Australia, said, “The expansion of the campaign internationally was a significant milestone for the organisation and for bereaved families.
“Say Their Name day was created to ensure every baby is acknowledged and remembered, and to help families feel supported in speaking about their child,” Ms Cooper said.
“We are incredibly proud to have started this day in Australia eight years ago, and to see it extend overseas is incredibly humbling. It’s a powerful reminder that the need to recognise and honour babies’ lives is universal.”
Ms Cooper said the collaboration represents an important step towards improving how pregnancy and infant loss is acknowledged around the world.
“Our hope is that Say Their Name day becomes the start of a global movement that encourages more open conversations about loss and leads to better bereavement support and care for families everywhere.”
Sands Chief Executive on Say Their Name day
Sands’ Chief Executive Clea Harmer said, “On Say Their Name Day, we want to bring together parents who’ve experienced the loss of a baby – to amplify their voices and make sure they are heard.
“Some people may think that talking about a baby who has died, or a lost pregnancy, will further upset those who have experienced this loss. In fact, bereaved parents tell us that when people say nothing about their baby, it only leaves them feeling more isolated.
“We are so grateful to our friends Red Nose Australia for partnering with Sands to officially launch Say Their Name day in the UK. I hope the amazingly positive impact that the day has had in Australia will now make a difference to the thousands of parents and families in our country whose lives have been changed forever by baby loss.”
Pregnancy and infant loss affect thousands of families each year, yet many still feel unable to openly talk about their babies. Say Their Name day aims to change that by encouraging people everywhere to acknowledge these children and support bereaved families through simple acts of remembrance.
Families and supporters can take part in Say Their Name day by:
Submitting a baby or child’s name to the Memorial Wall
Saying and sharing a baby’s name publicly on 25 March on any of Red Nose’s social channels
Funds raised through Say Their Name day help ensure families have access to vital support services, including grief support, information resources, and opportunities to connect with other bereaved families.
“Simply saying their name can make a powerful difference,” Ms Cooper said. “Together with Sands UK, we’re inviting communities across countries to remember every little life.”
To learn more or submit a name to the Memory Wall, visit saytheirname.org.au
Media enquiries:
Fiona Jordan – National Marketing and Communications Manager
Red Nose Australia works to save little lives and support families impacted by the death of a baby or child. Through research, education and bereavement support services, Red Nose aims to reduce preventable deaths and provide ongoing support for families navigating grief.
About Sands
Sands is the UK’s leading pregnancy and baby loss charity. We are here to support everyone touched by pregnancy loss or the death of a baby. Always.
Australia’s leading infant-safe-sleep authority, Red Nose, will launch its annual national awareness initiative, Safe Sleep Week 2026, from Monday 9 March to Sunday 15 March, offering families clear, research-backed guidance to help reduce the risk of sudden unexpected death in infancy (SUDI).
This year’s theme, “Know the Why. Check the Space. Make it Safe”, empowers families to understand the reasons behind safe sleep practices, recognise risks in their baby’s sleep environment, and feel confident making simple adjustments that can significantly improve safety.
Safe Sleep Week is proudly supported by Bonds and Vtech.
A Clear Safe Sleep Message for Families
Caring for a baby can be overwhelming, especially when information comes from every direction. Safe Sleep Week cuts through the noise with trusted, evidence-based guidance and relatable, real-life scenarios designed to meet families where they are.
Loren Rushton, National Education and Prevention Promotion Manager at Red Nose, said:
“Every baby deserves the safest possible start, and every parent deserves clear, trusted guidance. Safe Sleep Week is about helping families understand the why, so they can confidently create a sleep space that protects their baby’s breathing — because small, informed choices really do save lives.”
What to Expect During Safe Sleep Week 2026
Throughout the week, Red Nose will share:
Simple, practical safe sleep tips
Real-life sleep scenarios parents can relate to
Everyday guidance for parents, carers, grandparents and anyone caring for a baby
The focus is on small, achievable actions that help create a safer sleep space, wherever a baby sleeps.
Rushton added:
“There’s so much advice out there, and it can leave parents second-guessing themselves. Our role is to bring the focus back to what matters most — protecting a baby’s breathing during sleep. When families understand the reason behind the recommendation, they feel more confident putting it into practice.”
In 2026, Red Nose is proud to align the timing of Safe Sleep Week with international partner The Lullaby Trust, helping amplify global awareness around safe sleep.
Who Is Safe Sleep Week For?
Safe Sleep Week is designed for:
Expectant and new parents
Grandparents and extended family
Carers and foster carers
Health and early childhood professionals
Rushton said:
“You don’t need a picture-perfect nursery — you need a clear, firm, flat sleep space and an understanding of why that matters.”
Safe Sleep Week Events
Research and Education Series – From Discovery to Translation: Novel Approaches in Reducing SUDI in Australia
As part of Safe Sleep Week, Red Nose will host a free webinar bringing together leading researchers and clinicians to explore emerging approaches to reducing SUDI in Australia.
Moderated by Karen Waters, Chair of NSAG, the event will feature expert presentations followed by a live Q&A.
Guest presentations include:
Melanie Andrews – The University of Western Australia – The Sudden Insights Research Study
Elodie Huelmo – The University of Newcastle – Evaluating and strengthening safe sleep and SUDI prevention strategies in Australia
This event is open to health professionals, researchers, educators, policymakers, and anyone with an interest in infant safety.
Safe Sleep Week 2026 invites all Australians to learn, reflect, and take action, one small step at a time.
Rushton said:
“We’ve seen what’s possible when families are supported with the right information — Australia has reduced SIDS dramatically over the past decades. But we know there is more we can do. By learning, checking the space, and making simple changes together, we can continue to reduce SUDI and help more babies grow up healthy and safe.”
Red Nose is Australia’s leading authority on safe sleep, safer pregnancy, and bereavement support for families who experience the devastating death of a baby or child. Since Red Nose’s Back to Sleep Campaign, SIDS deaths have reduced in Australia by 80 per cent.
From Monday, 9 March to Sunday, 15 March we will be holding our annual awareness campaign – Safe Sleep Week.
Safe Sleep Week is Red Nose’s annual national awareness week focused on helping families reduce the risk of sudden unexpected death in infancy (SUDI).
Caring for a baby can feel overwhelming—especially when advice comes from many different places. Safe Sleep Week is about cutting through the noise and sharing clear, trusted, research-backed information that supports families to make safer sleep choices with confidence.
What to expect at Safe Sleep Week 2026.
Throughout the week, Red Nose will share:
Simple, practical, safe sleep tips
Real-life sleep scenarios that families can relate to
Everyday guidance for parents, carers, grandparents, and anyone caring for a baby
The focus is on small actions that can make a big difference—practical changes that help create a safer sleep space, wherever your baby sleeps.
Safe Sleep Week 2026 theme:
Know the Why. Check the Space. Make it Safe.
Know the Why. Check the Space. Make it Safe.
This message encourages families to:
Know the why – understand why safe sleep matters
Check the space – take a moment to look at your baby’s sleep environment
Make it safe – make simple changes if something doesn’t look right
Safe Sleep Week recognises that every family and every sleep space is different. The guidance shared is designed to be supportive, practical, and realistic, meeting families where they are and helping them make safer choices that work for their situation.
Safe Sleep Week recognises that every family and every sleep space is different. The guidance to be shared is designed to be supportive and useful across many living situations.
Whether you are a new or expectant parent, a grandparent, a carer, or a professional working with families, Safe Sleep Week is a chance to refresh your knowledge and feel more confident about safe sleep.
Safe Sleep Week Events
Research and Education Series – From Discovery to Translation: Novel Approaches in Reducing SUDI in Australia
As part of Safe Sleep Week, Red Nose presents afree Research and Education Series webinar, bringing together leading experts to explore novel approaches to reducing SUDI in Australia.
This webinar will feature a panel of experts moderated by Karen Waters, Chair of NSAG,, followed by a live Q&A session.
Guest speakers include:
The University of Western Australia – The Sudden Insights Research Study
The University of Newcastle – Sudden unexpected death in infancy and safe sleep in Australia: evaluating and strengthening prevention strategies
This webinar is suitable for health professionals, researchers, educators, and anyone with an interest in infant safety and SUDI prevention.
During Safe Sleep Week, a new real-life sleep scenario will be shared each day across Red Nose social media channels. Each scenario links practical, evidence-based safe sleep tips to everyday situations—helping families pause, check the space, and make it safer.
Follow Red Nose on Instagram & Facebook so you don’t miss this life-saving, practical advice, shared daily throughout the week.
Safe Sleep Week is proudly brought to you by our preferred partners BONDS and VTech.
Safe Sleep Week 2026 FAQs
What is Safe Sleep Week?
Safe Sleep Week is Red Nose Australia’s national awareness campaign held from 9 to 15 March, focused on reducing the risk of sudden unexpected death in infancy (SUDI) by sharing trusted safe sleep advice.
Why is safe sleep important for babies?
Safe sleep practices help reduce the risk of SUDI, including sudden infant death syndrome (SIDS). Creating a safe sleep space and following evidence-based guidance can help protect babies during their most vulnerable stage of life.
Who is Safe Sleep Week for?
Safe Sleep Week is for new and expectant parents, grandparents, carers, and professionals who care for babies. The information shared is designed to support families in all types of living situations.
What is this year’s Safe Sleep Week theme?
The 2026 theme is: Know the Why. Check the Space. Make it Safe. It encourages families to understand why safe sleep matters, check their baby’s sleep space, and make simple changes to keep it safe.
What advice will Red Nose share during Safe Sleep Week?
Throughout the week, Red Nose will share safe sleep tips, real-life scenarios, and practical guidance to help families create safer sleep environments for their babies.
You can help reduce the risk of sudden unexpected death in infancy (SUDI) by following safe sleep guidelines, including placing your baby on their back to sleep, using a firm, flat sleep surface, and keeping the sleep space clear of soft items.
What a remarkable year 2025 has been for Red Nose.
Thank you to all who have supported Red Nose in 2025. Our partners, our ambassadors, our volunteers and donors.
Thank you to our partners from Red Nose
Firstly, I want to say thank you to all our supporters, with a special thanks to Bonds and VTECH as preferred partners. I also wish to thank all of our government partners from local to state to federal. A particular thanks to the Commonwealth Government and the Department of Health.
Thank you to our ambassadors from Red Nose
To our Family ambassadors, thank you for sharing your stories, to help ensure every loss is honoured and to help educate Australians. To all the Wiggles, the Tree of Wisdom and the entire support crew, thank you for all that you do to elevate our mission. Paul Field, Amy Rohan and Rory H Mathers thank you for being our bereavement ambassadors. It is an honour to remember Bernadette, Willow and Evie with you.
Our wonderful volunteers
We recently marked International Volunteer Day celebrating all of our volunteers. Thank you again. Not a day goes by without your assistance making an incredible difference. Thank you also to all our donors, fundraisers and in kind supporters. You power us to ensure we can keep doing what we do best.
Red Nose’s achievements
We were excited to achieve our biggest Red Nose Day in many years. This year alone we have had close to 2000 referrals to our bereavement services, answered over 3500 calls to our 24/7 support line, provided almost 28,000 support sessions for bereaved families. We’ve also talked to thousands of families face to face about safer pregnancies and baby safe sleep and reached millions on our social media and new website.
Thank you for helping us save little lives and supporting grieving families. I wish everyone a happy and safe holiday season. Thank you.
Remember, even at Christmas time if you need us, our team is available 24/7 via our Grief and Loss Support Line on 1300 308 307.
To help us continue to save little lives and support grieving families, make a donation here.
Perinatal Mental Health Week, 23 – 29 November 2025
Parenthood is one of life’s biggest blessings – but, let’s be honest, it can also be one of life’s greatest challenges at the same time. With approximately 100,000 Australian parents experiencing perinatal depression and anxiety every year, Red Nose is proud to partner with Perinatal Mental Health Week to remind expectant and new parents that you are not alone in navigating this journey.
Red Nose’s focus for Perinatal Mental Health Week
Red Nose specialises in support for those who are navigating a pregnancy after loss. With almost 50 years supporting grieving families, we know how hard it can be to navigate a pregnancy after any type of loss. Perinatal Mental Health Week provides a range of resources on various parenting themes. With the support of Red Nose, pregnancy after loss is one of those topics explored.
Experiencing a pregnancy after a loss can be a challenging time for families, which may raise mixed emotions. Red Nose encourages anyone affected by the loss of a pregnancy, stillbirth, death of a baby or child to reach out and access our free nationwide support.
What is Perinatal Mental Health Week?
Perinatal Mental Health Week is an annual event that was created by Perinatal Anxiety & Depression Australia (PANDA) in 2005. This week of awareness acknowledges the challenges many face around conception, pregnancy and early parenthood, and connects people with support they need when they need it.
Partnered organisations work together to share messages of support, real stories from real people, and pathways to services.
Partnering Organisations
During Perinatal Mental Health Week 2025, 67 national organisations come together in partnership to increase awareness around the broad challenges associated with parenthood and supportive services available.
Alongside Red Nose, some of these partnered organisations include:
Part of acceptance and healing is realising that you are not alone. And hearing other honest stories of lived experiences can help you arrive at this realisation.
In contribution to Perinatal Mental Health Week, Red Nose Peer Supporter, Kim, shared her story of pregnancy after loss, and the supportive community she, alongside her husband Greg, drew comfort from throughout challenging times.
Following the sudden and unexpected passing of her three-year-old son, Alby, Kim took respite from Red Nose’s Hope and Healing group. Pregnant with her second son, Rufus, at the time, Kim and Greg utlised these supports to help navigate the common contrasting feelings of anxiety and hope.
As Kim shared, welcoming a new baby to the family following a loss can be clouded by mixed emotions, such as anxiety, worry and grief.
These are big feelings to carry, and Perinatal Mental Health Week is an opportunity to remind parents that they do not need to carry these feelings alone.
Red Nose are here to provide you with the help you need when you need it via our free services, including:
Red Nose Australia Champions Pregnancy After Loss Services this Perinatal Mental Health Week
Red Nose Australia is highlighting the importance of supporting families experiencing pregnancy after loss, bereaved families and reducing the stigma surrounding perinatal mental health issues this Perinatal Mental Health Week, November 23 to November 29, 2025.
Red Nose CEO, Amy Cooper, emphasises the significance of opening conversations and encourages anyone affected by the loss of a pregnancy, stillbirth, death of a baby or child to reach out and access Red Nose’s FREE nationwide support.
“Red Nose provides many specialised services, including lived experience led Pregnancy After Loss Support for parents navigating this journey. These include Peer to Peer, online groups and ongoing support for subsequent pregnancies for those who have gone through our Hospital to Home program thanks to invested partnership with the Commonwealth Government of Australia and the generosity of the Phoebe Joan Foundation for additional support to rural and remote communities,” Ms Cooper said.
“Experiencing a pregnancy after a loss can be a difficult time for families and this is an important week to start conversations on perinatal mental health. The mixed emotions of joy, guilt, fear and love can make a subsequent pregnancy a difficult time,” Ms Cooper said.
Kim Dang McDonald, a mother who lost her three-year-old son Alby in 2021, acknowledges the challenges of pregnancy after loss.
“Being pregnant after a child loss can be difficult. There is much joy. But there’s also so much sadness and anxiety. Anxious that you may have another loss. And sad, that this baby will never know their sibling,” said Ms Dang McDonald.
Kim, who found solace in Red Nose’s Hope and Healing group, now serves as a Red Nose peer supporter, helping others navigate their grief.
“It was the first place we felt safe enough to express our grief openly, without needing to filter ourselves,” said Ms Dang.
“In July 2021, Alby died suddenly in his sleep at just three years old. He was otherwise healthy, and no cause of death was found – doctors suspect an undetected heart arrhythmia.
“My husband Greg and I were referred to Red Nose’s Hope and Healing group by our grief counsellor. That group became pivotal in our recovery. It was the first place we felt safe enough to express our grief openly, without needing to filter ourselves.
“Now, as a peer supporter, I feel privileged to offer the same hope and support I once received. It’s incredibly rewarding to sit alongside others in their pain and gently show them that, somehow, you can survive this life-changing loss,” Ms Dang McDonald said.
Ms Dang McDonald will be one of the panel of speakers at the Perinatal Mental Health Week Launch at Parliament House in Canberra on Tuesday 25 November.
Red Nose offers various support services, including:
24/7 bereavement support, professional counselling
Red Nose is Australia’s leading authority on safe sleep, safer pregnancy, and bereavement support for families who experience the devastating death of a baby or child.
Red Nose Australia supports regulation of unregistered birth workers to protect mothers and babies
Red Nose Australia supports health authorities and peak medical bodies in calling for greater regulation of doulas and other unregistered birth workers, following tragic deaths of mothers and babies linked to unassisted or unregulated births.
As Australia’s leading organisation dedicated to safer pregnancy, the prevention of sudden and unexpected deaths in infancy and the support of grieving families, Red Nose believes every family deserves a safe birth and access to appropriately trained and regulated care providers.
Red Nose welcomes the announcement by the Royal Australian and New Zealand College of Obstetricians and Gynaecologists (RANZCOG) and the Australian College of Midwives (ACM) who are calling on Commonwealth and state and territory ministers to consider tightening the parameters around regulation.
“We support the steps being taken by regulators to ensure safety standards are consistent across Australia,” Red Nose CEO Amy Cooper said.
“It is critical that families understand the difference between registered healthcare professionals, who are trained, insured and accountable, and unregulated birth workers who are not,” Ms Cooper said.
At the same time, Red Nose emphasises the need to ensure that all families feel heard, respected, and supported within the maternity care system.
“We know that some women turn to unregulated birth options because they have felt dismissed, disempowered, or traumatised in previous birth experiences,” Ms Cooper said. “That’s why we need to continue improving access to compassionate, evidence-based maternity care. One consideration could be to include publicly funded homebirth programs and continuity of midwifery care. This could help ensure every woman feels safe and supported, wherever they give birth.”
Red Nose extended its condolences to the families affected by recent tragedies, including those of mothers who have died following freebirths or unassisted births.
“Our hearts are with the families mourning these losses,” Ms Cooper said.
“No family should experience the death of a mother or baby. Regulation, education, and compassion must go hand in hand to keep families safe,” Ms Cooper said.
“We know that some women turn to unregulated birth options because they have felt dismissed, disempowered, or traumatised in previous birth experiences,” Ms Cooper said.
“That’s why we need to continue improving access to compassionate, evidence-based maternity care. One consideration could be to include publicly funded homebirth programs and continuity of midwifery care. This could help ensure every woman feels safe and supported, wherever they give birth.”
Red Nose’s Board Member and Maternal-Fetal Medicine Specialist, Professor Craig Pennell highlights the need for greater regulation.
“Clinical decisions and care during labour and birth should only ever be provided by registered midwives or medical practitioners, in consultation with the birthing parent” said Professor Pennell.
“While doulas can play an important role in providing emotional support to women before, during, and after birth, there must be clear boundaries between supportive care and clinical practice,” said Professor Craig Pennell.
About Red Nose
Red Nose is Australia’s leading authority on safe sleep, safer pregnancy, and bereavement support for families who experience the devastating death of a baby or child.
Red Nose welcomes Baby Priya’s Law but urges compassion for families facing late-term pregnancy loss due to Termination for Medical Reason
Red Nose Australia is calling for compassion, understanding and inclusion for all families who experience stillbirth or baby loss, including those who undergo a Termination for Medical Reasons (TFMR), in the national conversation surrounding Priya’s Law.
Red Nose supports Priya’sLaw, which will ensure compassionate financial and emotional support for families who experience stillbirth and baby loss. It is a day to be proud of Australia’s policymakers for having passed this law.
The organisation is concerned that recent public commentary risks deepening the stigma and emotional distress experienced by families already navigating unimaginable grief.
“In Australia, late-term TFMRs can only be performed after consultation between at least two medical practitioners, and only when both agree that the procedure is medically appropriate. These are most often agreed to, due to severe foetal abnormalities or significant risk to the mother’s life,” said Red Nose CEO, Amy Cooper.
“We walk alongside many families who have faced the heartbreak of a TFMR. These are not decisions made lightly. They are made with love, compassion and profound sadness in the most devastating of medical circumstances.”
“Termination for Medical Reasons is a form of baby loss,” Ms Cooper said. “It should be recognised and supported with the same understanding, care and respect as any other stillbirth or infant loss.”
Families who experience TFMR often face additional layers of silence and misunderstanding.
Stacey, who underwent a TFMR in February 2022, said:
“Termination for medical reasons is also baby loss, and it needs to be recognised and supported within the baby loss community and the wider community.”
Fotini, who has experienced two TFMRs following spina bifida diagnoses for her sons Bruce and Blake, shared:
“There is an added layer of grief and silence around termination for medical reasons, which is why I want to talk about Bruce and Blake publicly.”
Fotini also spoke of the emotional and physical trauma that can accompany these experiences:
“You spend hours in labour, surrounded by silence once your baby is born sleeping. You hold your baby until you say goodbye. It’s not an easy way out, it’s heartbreak.”
Red Nose stands with all families who have experienced the loss of a pregnancy, stillbirth, or the death of a baby or child, including those who have undergone a TFMR.
“Our message is simple,” Ms Cooper said. “Every family who experiences the loss of a baby deserves compassion, inclusion and support, without judgement.”
If you are sharing stories about TFMR, please include Red Nose’s 24/7 Grief and Loss Support Line — 1300 308 307 — which provides free, confidential support for anyone affected by the loss of a pregnancy, stillbirth (including TFMR), or the death of a baby or child.
This November, as Australia marks Bereaved Siblings Month, The Wiggles invited a group of special Red Nose families, those with bereaved siblings, to attend The Wiggles Tree of Wisdom Big Show Arena Spectacular! and enjoy an exclusive meet and greet with The Wiggles cast.
The initiative shines a spotlight on the often-overlooked experiences of children who have lost a brother or sister and celebrates the compassionate partnership between The Wiggles and Red Nose Australia, who have long worked together to support grieving families and promote safer sleep for babies for over 35 years.
Bereaved Siblings Month is important to many
Among those taking part is Dominic Field, who plays the Tree of Wisdom in The Wiggles’ live shows and is himself a bereaved sibling.
“Before I was born, my sister Bernadette died of SIDS,” says Dominic. “She’s been a constant presence in my life, even though I never got to meet her. I’ve grown up knowing the incredible work Red Nose does to help families like mine.”
Bereaved Siblings Month is an opportunity to acknowledge and support children and young people who grieve the death of a sibling, a loss that can deeply shape their understanding of family, love, and connection.
How Red Nose Helps Bereaved Siblings
Red Nose provides a range of programs specifically for bereaved siblings and their families, including:
Puggles Playgroups – gentle, supportive spaces where young children can play and connect.
Family-friendly remembrance activities such as the Walk to Remember events.
Amy Cooper, CEO of Red Nose Australia, said that having The Wiggles as ambassadors for Red Nose helps raise awareness and open conversations with families and children in a way that feels inclusive and caring.
“The Wiggles have such a unique way of connecting with children,” said Ms Cooper. “Having them champion this cause helps families feel seen and supported, and reminds bereaved siblings that their stories matter.”
Red Nose invites families, educators, and communities to take a moment this November to learn more about Bereaved Siblings Month and the supports available.
Red Nose is Australia’s leading authority on safe sleep, safer pregnancy advice, and bereavement support for those affected by the loss of a pregnancy, stillbirth, or the death of a baby or child.
About The Wiggles
For over three decades, The Wiggles, the world’s most popular children’s entertainment group, have educated, entertained and enriched the lives of millions of pre-schoolers (and their parents) across the globe. Today, generations of fans that grew up watching The Wiggles are sharing their love of the band with their own children. With over 3 billion music streams, 6 billion views on YouTube, 30 million album and DVDs sales, and over 8 million books sold globally, The Wiggles continue to dominate the preschool entertainment scene. Their live shows annually sell out to audiences on three continents, and their video content is seen in over 190 countries worldwide. The Wiggles’ ability to resonate across generations and cultures ensures their lasting impact on children’s entertainment for years to come.
Why Safe Sleep Training in Childcare Must Be Made Mandatory
Despite multiple sleep-related infant deaths and documented offences in childcare settings across Australia, there is still no nationally consistent, evidence-based safe sleep training required for childcare workers.
Recent findings have exposed unethical practices and operations within unaccredited childcare centres. In an industry that is increasingly in high demand and grappling with consistent staff turnover, inadequate induction programs, and inconsistent training, these gaps put babies and toddlers at unacceptable risk.
Primarily due to centres reaching maximum capacity and the increasing need for both parents to return to work, families often face difficulties securing suitable care. Additionally, reported offences have resulted in the termination of entire chains, such as the recent closure of Bambini Family Day Care’s 56 centres throughout Victoria. These concerns leave more families vulnerable to unknowingly seeking services from unaccredited providers.
Parents deserve not only access to care, but peace of mind that they are engaged in quality care. Red Nose is calling for urgent change and encouraging families to make informed decisions when selecting childcare services, while also urging the government to mandate compulsory safe sleep training as part of national compliance standards. Just like childcare workers are required to undertake First Aid training, Safe Sleep training should be mandated with refresher training required annually.
Concerns in Care: Reports from Childcare Services
Unsafe Practices in Unaccredited Centres
Despite many diligent and caring childcare professionals, recent investigations — such as an ABC report via Freedom of Information (FOI) requests, have uncovered alarming issues:
Staff employed without valid Working with Children Checks or qualifications.
Most of these incidents were linked to unaccredited or non-compliant providers.
Children being removed from centres without authorisation.
Infants left unattended or missing during excursions.
Physical abuse, restraints, and even tethering to furniture.
Sleep-Related Deaths in Childcare
Tragically, some infant deaths in care have occurred due to unsafe sleep practices, including:
Babies being swaddled incorrectly.
Infants placed to sleep on inclined or non-flat surfaces.
Departures from Red Nose Safe Sleep guidelines: which recommend placing babies on their backs, on firm, flat surfaces, for all sleep and rest times
The Solution: Make Safe Sleep Training Mandatory Nationwide
The Case for Compulsory Training
Research shows that safe sleep practices reduce the risk of fatal sleep accidents. However, without consistent training, educators may unintentionally place infants in danger.
Red Nose CEO Amy Cooper emphasizes:
“Nationally consistent and evidence-based training absolutely needs to be mandatory, with educators undertaking this training on induction and making sure it’s maintained annually.”
Lack of Legal Obligation is Putting Lives at Risk
While some providers voluntarily engage in Red Nose Safe Sleep training, many are not required to do so under current law. Following the tragic death of a seven-month-old boy in Sydney in 2021, a NSW coroner recommended mandatory safe sleep training for all childcare educators. However, four years later, that recommendation remains unfulfilled.
“Since that coroner’s recommendation, there have been three more babies’ deaths in early childcare services,” says Amy. “We are calling for government to mandate nationally consistent and evidence-based safe sleep training.”
National Consistency is Non-Negotiable
For families to confidently place their trust in childcare providers, there must be nationally enforced standards, especially around sleep safety. Mandatory training must become an integral part of childcare compliance and accreditation.
Together, we can drive the change needed to save lives and protect our youngest citizens.
Take Action
Sign the Petition for Mandatory Safe Sleep Training
Every Educator Trained. Every Baby Safer.
The ‘Every Educator Trained. Every Baby Safer’ petition, led by Red Nose, aims to gather 5,000 signatures to pressure the Australian Government into making safe sleep training a legal requirement for all early childhood educators.
Parents, educators, health professionals, and concerned community members are urged to add their voices to this critical cause.
Sign the petition now and help ensure every baby receives the safest possible care, no matter where they are enrolled.
Understanding Accreditation: What Parents Need to Know now
Why Accreditation Matters in Childcare
Before enrolling a child in care, parents should confirm that the provider is accredited under the National Quality Framework (NQF).
Accreditation ensures that:
The service meets nationally agreed quality standards.
The provider has been assessed by a state or territory regulatory body.
A quality rating is assigned, reflecting performance against minimum benchmarks.
Choosing an unaccredited childcare centre means that no formal quality assessments have been conducted, and there’s no regulatory oversight. This can increase the risk of harm.
Help Us Improve Miscarriage and Early Pregnancy Loss Care in Australia Your Voice and Experience will help shape a national project
As part of a national co-design project, Red Nose is seeking insights from health professionals involved in the care of families experiencing miscarriage or early pregnancy loss.
If you are a:
GP
Practice nurse
Endorsed midwife
Early pregnancy loss clinic or community health worker
Clinical educator or service manager in women’s health
We invite you to share your experiences and reflections to help us improve care pathways, support resources, and clinician training.
Why Your Voice Matters
Miscarriage and early pregnancy loss are common, yet many families leave health care settings feeling unsupported or alone.
We know that health professionals care deeply — but often don’t have the time, tools, or resources to respond in the way they would like. That’s where this project comes in. Your input will directly inform:
Practical tools and clinical resources
Tailored education and training programs
Stronger, clearer referral pathways
Culturally safe and inclusive care models
What We’re Asking
You can contribute by completing a short online survey (approx. 10–15 minutes)
All feedback is confidential and used to shape resources that will directly support your work and the families you care for.
By sharing your experiences — the good, the challenging, and everything in between — you’ll help build a more compassionate, coordinated, and informed system of care for pregnancy loss.
Whether you’ve been in the field for 2 years or 20, your voice is important.
The Glimmer Podcast in partnership with Red Nose, launches Season 5 – helping families affected by pregnancy and infant loss
The Glimmer Project in partnership with Red Nose Australia announces the launch of Season 5 of The Glimmer Podcast premiering on Sunday 26 October 2025, coinciding with Pregnancy and Infant Loss Awareness Month.
The new season aims to provide support and resources to families affected by pregnancy and infant loss, ensuring that no matter where you are, you can hear others share their experiences.
Dr Ashleigh Smith, founder of the Glimmer Project, emphasised the significance of this partnership.
“I’m really proud to be collaborating with Red Nose in creating this podcast which brings information and support to many bereaved families,” Dr Smith said.
“Episodes delve into peer support navigating and life after a child or baby passes away. The experience is far too common, and women and their families need resources like this podcast that they can reach for during such a dark, lonely and painful time.
“Season 5 addresses many topics, including unique challenges faced by families living in isolated areas, focusing on accessing digital and online support services,” Dr Smith said.
Why Red Nose and Glimmer are a perfect fit
Director of Bereavement Services for Red Nose, Rachel Ficinus, highlighted the importance of this initiative.
“Pregnancy is devastating for many families across Australia. Sadly, 3,000 little lives are lost every year in Australia. Thousands of families face the heartbreaking loss of a baby or child through stillbirth, miscarriage, neonatal loss or TFMR,” Rachel said.
“Thanks to the Glimmer Project, we have been able to extend our reach so that no family, no matter where they live, has to face this devastation alone.
“We understand that accessing support in rural and remote places is challenging. Red Nose provides counselling, peer support and community events across Australia. Our dedicated Hospital to Home bereavement support workers, all of whom have lived experience with baby loss, are here to offer guidance and emotional support across a range of areas including: memory making, practical assistance, funeral and memorial support – all ensuring they are not left to navigate this difficult time alone,” Rachel said.
Season five of The Glimmer Project, in partnership with Red Nose is out now
Season 5 is hosted by Liana Quinlivan of Day Dot Midwifery and Support, and Amy Larsen of Brisbane Grief Counselling.
The podcast delves into topics like friendship after loss, how people use spirituality to remember their little ones. Guests share personal experiences of losses, cumulative trauma, and the anxieties associated with subsequent pregnancies.
This season, brought to you by Glimmer in partnership with Red Nose has 6 episodes with more to come.
Red Nose is Australia’s leading authority on safe sleep, safer pregnancy, and bereavement support for families who experience the devastating death of a baby or child.
About the Glimmer Project
The Glimmer Podcast shares lived experience from those who have suffered miscarriage/stillbirth/newborn loss and the wisdom and tools they have learned to help manage the grief.
