From Grassroots to National Advocacy. The Story of Baby’s Breath Canada
In 1973, a small group of bereaved families and medical professionals came together with a shared purpose: to ensure no family faced the sudden loss of a baby alone. What began as a grassroots response to heartbreak has grown into Baby’s Breath Canada, a national organization dedicated to supporting grieving families, advancing research, and working to prevent infant deaths across Canada. We spoke to Mary Margaret, Executive Director of Baby’s Breath, about organizations roots, it’s advocacy and how their mission is developing to include support like CuddleCots.
Origins and Mission
Can you share the story of how Baby’s Breath Canada began and what inspired its founding in 1973?
The Canadian Foundation for the Study of Infant Deaths was established in 1973 to respond to the needs of families experiencing a sudden and devastating loss of an infant. We originated as a small grassroots organization that was modelled on the Foundation for the Study of Infant Deaths (now Lullaby Trust) in Great Britain.
Dr. Sydney Segal played an important role in our establishment. Dr. Segal – a paediatric specialist at the University of British Columbia, who experienced the death of his daughter in 1957 – joined our Canadian cause to help build our organization. Since that time, many other dedicated medical advisors have followed in Dr. Segal’s footsteps assisting our organization.
What began as a grassroots response to grief has grown into a national organization dedicated to supporting families and preventing future losses wherever possible.
What was the original vision for the organization, and how has that vision changed or expanded over time?
Originally, Baby’s Breath focused primarily on providing funding for research. Over time, that vision has expanded to include education, advocacy, and prevention. Today, Baby’s Breath Canada works to reduce the risk of infant death through safe sleep education, public awareness, and national advocacy efforts aimed at improving perinatal and bereavement care across Canada and also advocating for a national action plan to reduce stillbirths in Canada.
Work and Impact
What are the core programs and services that Baby’s Breath Canada currently provides to families facing infant loss?
Baby’s Breath Canada offers grief resources, and referrals to community and professional services. The organization also provides the latest research on safe sleep and risk reduction, supports hospitals with bereavement tools such as CuddleCots.
Can you share some examples of the impact your support has had on families or communities across Canada?
Families often tell us that Baby’s Breath was the first place where they felt truly understood — where their baby’s life was acknowledged and their grief validated. Our resources and peer connections have helped families feel less isolated during an incredibly lonely time. At a community level, our work with hospitals and healthcare providers has helped normalize compassionate bereavement care and improve how loss is supported within clinical settings.
How does Baby’s Breath Canada work with healthcare professionals and other partners?
We collaborate closely with healthcare professionals, hospitals, and national partners to support both prevention and bereavement care. This includes providing safe sleep education, offering grief-informed resources, supporting training and awareness, and partnering on national initiatives such as efforts to reduce stillbirths and improve standards of care for bereaved families. Collaboration is central to our mission — no family should fall through the cracks.
About CuddleCot Donations
What motivated Baby’s Breath Canada to support or donate CuddleCots?
The decision to support CuddleCot donations comes directly from listening to families. Time with their baby after death is precious and deeply meaningful, yet many hospitals lack the tools to offer this option. CuddleCots give families the gift of time — time to hold, to say goodbye, to create memories — and that aligns perfectly with our commitment to compassionate, family-centred care.
How do you see devices like CuddleCots fitting into your mission?
CuddleCots are a tangible expression of compassion. They ensure that care doesn’t end at loss, and that families are given dignity, choice, and support in the moments that matter most. Providing access to CuddleCots is one way we help hospitals better support grieving families while honouring each baby’s life.
Are there specific hospitals or regions where you’ve placed or are working to place CuddleCots?
Baby’s Breath Canada works with hospitals and community partners across the country to support CuddleCot placements where there is need and readiness. Placements are often driven by local champions, fundraising efforts, and partnerships with healthcare teams who recognize the importance of bereavement care.
Looking Forward
What are the biggest priorities or goals for Baby’s Breath Canada over the next few years?
Key priorities include expanding access to compassionate bereavement care, strengthening national advocacy efforts to reduce stillbirths and infant deaths, and ensuring families across Canada — regardless of location — have access to meaningful support. Sustainability, partnerships, and awareness remain central to this work.
Are there any new projects or partnerships you’re especially excited about?
We have been working with Health Canada and the Public Health Agency of Canada in promoting Safe Sleep Week. This is a fairly new initiative, in it’s 4th year that is centred around safe sleep practices and educating Canadians and heath care providers on the importance of safe sleep practices.
How People Can Help
What are the most meaningful ways individuals and communities can support your work?
Donations, community fundraisers, advocacy, and simply sharing our resources all make a meaningful difference. Many families and communities choose to honour a baby’s life through fundraising or awareness efforts, which helps ensure other families receive support when they need it most.
For people interested in helping fund or donate CuddleCots, what should they know or do next?
We encourage interested individuals or groups to connect with Baby’s Breath Canada. We will help guide the process to ensure donations are meaningful, and align with the donors wishes.
How can healthcare professionals connect with Baby’s Breath Canada?
Healthcare professionals are welcome to reach out directly through our website or email to explore partnerships, request resources, or discuss ways to enhance bereavement and prevention services in their community. We value collaboration and are always eager to work alongside providers who share our commitment to compassionate care.
Connect with Baby’s Breath Canada:
Facebook | Instagram | Email | Website
Contact CuddleCot’s Canadian representative Jessica Fleming