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.”

In addition to the digital campaign, in-person remembrance services will be held across Australia, allowing families to gather, reflect and remember together.

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
• Attending remembrance services across Australia
• Sharing campaign messages on social media
• Creating a tribute page, hosting an event or making a donation in honour of a treasured baby

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

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About Red Nose Australia

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.