Every Loss Counts: Stylist’s campaign to make sure every person affected by miscarriage and baby loss gets the support they deserve

Every Loss Counts logo

Credit: Stylist

Every Loss Counts


Every Loss Counts: Stylist’s campaign to make sure every person affected by miscarriage and baby loss gets the support they deserve

By Meena Alexander

9 months ago

4 min read

Not everyone will experience the pain of losing a baby, but for those whose lives are touched by it – whether it’s your own loss or that of a loved one – a lack of information, support and sensitivity can leave you feeling scared and alone. This is why Stylist is launching a new campaign, Every Loss Counts, in partnership with baby loss charity Tommy’s, to call for honest conversations around pregnancy loss, better quality care and more empathetic workplaces. 


Content note: this article contains references to miscarriage and baby loss that some readers may find upsetting.

“If one in four pregnancies end in loss, why did I feel so alone?” 

This is the question Lacey Morris, a 29-year-old make-up artist from Bristol, has been asking herself since she suffered a missed miscarriage last year. She was one of nine women who met with Stylist in June to share their experiences of miscarriage and baby loss and have an honest conversation about how much needs to change to better support every person who goes through it.

Each woman’s experience of loss was different, but there were common threads. For every tale of amazing care someone received from the NHS, it was matched by an injustice. There was the friend whose boss had demanded they return to the office the next day. It was the colleague who was called by her GP’s office to berate her for not booking a midwife appointment, even though she had repeatedly told them she had lost her baby. It was the cold, throwaway language used by overworked doctors that still feels like a gut punch years later.     

The statistics speak for themselves. One in six women who lose a baby in early pregnancy experience long-term symptoms of post-traumatic stress – as do one in 12 partners. Miscarriage has been found to double the risk of depression, while Black women are at a 40% increased risk of miscarriage compared to white women. The culture of silence surrounding these facts is, ultimately, what feeds them.

The failure to properly acknowledge the impact of pregnancy loss is baked into our healthcare system too, as baby loss charity Tommy’s has long highlighted in their vital and ongoing work to save lives and create change for the better. “Around 200,000 miscarriages happen each year – but we still don’t know the true scale because crucially, we’re not counting,” says Lizzie D’Angelo, marketing and communications director at Tommy’s.

“Tommy’s has been calling on the government to commit to recording all miscarriages, so we can get parents the research and support they desperately need and transform care for women and birthing people. We’re delighted to partner on Stylist’s Every Loss Counts campaign to amplify our message to Westminster and drive change further and faster by challenging society’s view of miscarriage as an inevitable part of pregnancy.”

Stylist wants better for everyone. We believe miscarriage and baby loss should be part of the cultural conversation, not something that’s shrouded in secrecy or shame. We believe that workplaces can be transformed into places of kindness, understanding and proper support. We believe that our politicians must prioritise women’s healthcare, sooner rather than later.

This is what we’ll fight for with our ongoing campaign, Every Loss Counts, alongside Tommy’s. Our goal? To make sure no woman has to navigate miscarriage or baby loss feeling alone, confused or dismissed ever again. We hope you’ll join our cause. 


How you can help

Register your support
Want to help us tell the government that Every Loss Counts? Sign your name here to register your support for an official record of baby loss.

Get your workplace involved
Would you like your workplace to become a safer, more supportive space for everyone? Here is where you can find out more about Tommy’s Pregnancy and Parenting at Work training.

Spread the word
We’d love your support to make sure Every Loss Counts reaches every person who needs it. Whether you share an article on social media or tell a friend over a coffee, every little helps. 

Every Loss Counts logo

Credit: Stylist


With our Every Loss Counts campaign, Stylist commits to: 

Lead the conversation

You will find free, expert-led advice and real women’s stories to help you navigate pregnancy loss or support a loved one at the Every Loss Counts hub.

Put pressure on government

Stylist will meet with government to demand a reintroduction of the Miscarriage Leave Bill and hold Labour to account on improving women’s healthcare.

Demand an official record of loss

Currently, losses are not recorded by the NHS. We’ll work with Tommy’s to lobby for every pregnancy loss to be counted to better inform healthcare.

Encourage more empathetic workplaces

We will sign up 100 businesses to Tommy’s Pregnancy and Parenting at Work accreditation scheme by March 2025. 


Whether you’ve been directly impacted by miscarriage or baby loss or know someone who has, you’ll find expert advice, honest stories and more information on the campaign at the Every Loss Counts hub. If you need specialist support now, visit Tommys. If you’re pregnant and something doesn’t feel right, always contact your GP, call 111 or call 999 in an emergency. 

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