We are all incredibly excited to announce that Held In Our Hearts have been shortlisted in the UK-wide #ThirdSectorAwards for “Brand Development.” As many of you will know, we originally had an acronym of #SANDSLothians, which stood for Stillbirth and Neonatal Death Society. However, the name limited us to a location and also to a certain gestation of loss. Many families with a loss under 24 weeks or those whose infant child had died didn’t think they could receive support from us as the name would imply it was only for stillbirth and neonatal loss. Our rebranding and renaming to Held In Our Hearts has meant we have been able to reach out to more bereaved families and provide care and compassion regardless of gestation or location. This has resulted in us being able to support more families in other areas of Scotland. In 2019, we started discussions with the wonderful Brand Oath team Julie, Bernie and Josh who worked with staff and families on our new branding. Our new name says more about the love the families have for their baby and our values of empathy, connection and love speaks about the connection the families have with ourselves and also their child. We want to give a massive thank you to Third Sector Awards for recognising the impact and importance of our rebranding for the families who have experienced child bereavement. We also want to extend a tremendous thank you to our baby loss community, past and present, for embracing the new name and future of our charity.