What to do if you want to avoid Baby Loss Awareness Week

Baby Loss Awareness Week 2024 is coming up on 9-15 October. 

While we know this week means a lot to many in our community, for others it can be a very difficult time. The week might bring up too many painful memories and emotions or feel too raw after a recent loss. If you'd rather not take part in Baby Loss Awareness Week, we're here for you.  

Here are our tips for keeping away from Baby Loss Awareness Week, including how to not see posts online.

Opt out

Many organisations, including us, will offer the choice to not receive campaign emails during Baby Loss Awareness Week. This is usually done through ‘opt-out’ emails. Look out for these in the weeks before so you can control what you see later on. 

Our Baby Loss Awareness Week opt-out email will be sent on Thursday 12 September, or you can do so at any time using our opt-out form.

Use mute to hide triggering posts

Most social media platforms let you choose certain accounts, words or phrases to mute, so posts with them in won’t show up on your feed. For Instagram, go to Settings and privacy > Suggested content > Custom words and phrases. For X, go to Settings > Privacy and safety > Mute and block.

Some hashtags and topics you might want to mute include: #BLAW2024 #BabyLossAwarenessWeek #BabyLoss #WaveOfLight or phrases relating to the loss of a baby such as ‘angel baby’ and ‘born sleeping’.

When you’re ready, you can choose to unmute them again.

Set boundaries

If you feel able, let your friends and loved ones know that you will not be taking part and would prefer to grieve privately – they may still choose to mark the week, but know not to involve you or tag you in posts.

Remember, there is no right or wrong way to grieve. While your friends and family may not always understand what you’re going through, it is important to be honest about how you’re feeling so they can try to support you in the best way possible.

Stay offline

Even with muted words and phrases, you may still see some posts during Baby Loss Awareness Week. You might find it better to stay off social media completely for that period.  

Looking after your wellbeing is important during a difficult time. You could plan in some activities you know may help, such as going for a walk in the fresh air, visiting a place with special meaning for you or arranging to see friends or family. Most importantly, be kind to yourself and ask for help if you need it.  

Seek support

Whether from your partner, your family, your friends, Tommy’s or our amazing community – please know you’re not alone. Our online baby loss support resources are available 24/7 or you can reach out to one of our Tommy's midwives, who are all trained in bereavement care. We also have a baby loss support group on Facebook where you can talk to other parents who have lost a baby – although please be aware that people may be discussing Baby Loss Awareness Week over the coming weeks.