A name holds so much love. A name carries memories, dreams, and the deep bond between a parent and their child. But what if the world stops saying that name?
Say Their Name Day is a National Day of Remembrance for precious little ones gone too soon. But it’s more than that—it’s about breaking the stigma of the loss of a pregnancy, stillbirth or the death of a baby or child. It’s about ensuring families feel seen, heard, and supported.
You may have noticed we often use purple hearts—on our website, in our brochures, and across social media. But why purple? And what does it mean?
The Story Behind the Purple Heart
In 2020, Sands merged with Red Nose. Both organisations were founded by bereaved parents who wanted to ensure that no family faced the heartbreak of pregnancy and infant loss alone. The following year, we launched the Hospital to Home program. A world-first initiative helping parents navigate their grief in the critical first months after losing their baby. What made it unique was our support workers have experienced the loss of a baby too.
Then the world changed. COVID lockdowns meant we couldn’t meet grieving parents face-to-face. We needed a way to reach them, to let them know we’re here for them, to hold space in their grief.
So we supported them online, over the phone and sent care packs. Inside each one included a hand-sewn felt purple heart, crafted with love by the incredible volunteers at Sewing for Charity. The colour purple was a tribute to Sands, a legacy of love, support and remembrance.
Those little hearts were so much more than fabric and thread. For many families, they became a cherished keepsake, a tangible reminder that their baby’s life mattered.
The purple heart has since become our enduring symbol of remembrance, love and acknowledgement. It is a simple but powerful way of saying: We see you. We remember your baby. You are not alone.
Everyone remembers their precious little one in their own unique way. For one mother, the purple heart became more than just a keepsake—it became a connection to her baby. She places a few drops of essential oil onto the purple felt, the same scent she once rubbed on her baby’s head after birth. Each time she opens her handbag, the familiar fragrance rises, wrapping her in the memory of her child. In that moment, she is with her baby again. The world may keep moving, but her love never fades.
Will you help us support bereaved families?
Your donation today can help fund critical services like our free 24/7 Grief and Loss Support Line, professional counselling services, and other bereavement support services. No one should have to navigate the loss of their baby alone. DONATE NOW >
Why We Remember
Every year on Say Their Name Day, every name shared with us is honoured with a purple heart. Some babies were given nicknames, or not given a name at all, but we honour them all—with love and heavy hearts.
For all of us at Red Nose, it’s one of the most meaningful days of the year. Families share names, photos, and stories across our social channels. It’s a day of connection, where our team works tirelessly in shifts to ensure no name is missed.
Join us on Tuesday, 25 March 2025
On Say Their Name Day, we will once again say thousands of names. One by one, name by name, we will stand with families in their grief and in their love.
Please give what you can today to help honour every baby’s memory. Every donation, no matter how small, helps us provide essential support for grieving families.
If this page has brought back any difficult memories, please know that we are here for you. Our free Grief and Loss Support Line is available 24/7 – call 1300 308 307.