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Sunnybrook’s Pregnancy and Infant Loss (PAIL) Network offers new resources to support families to share their loss

June 14, 2021

With an estimated one in four pregnancies ending in loss, Sunnybrook's Pregnancy and Infant Loss (PAIL) Network has created new resources to help families share news of their loss.

A video and online advertising blocker were produced together with No Fixed Address, who donated their time, to create a campaign to #UnsilenceTheConversation.

“Many people who experience an early pregnancy loss keep it private and the grieving process can be quite isolating. Following their loss, they may struggle with how to share information with family, friends and colleagues. Whether they were the person carrying the child or not, it is a painful loss,” says Michelle La Fontaine, Program Manager at PAIL Network. “These new tools will assist families, including partners, in starting the conversation about pregnancy loss, no matter when their loss occurred.”

NFA helped to create the following resources for the PAIL Network to share with bereaved families, both here:

Ad Opt-Out

Upon learning of a pregnancy, many people visit pregnancy-related websites and research information online, which is simultaneously collected by advertising networks. Despite search habits changing following a loss, these ads may continue for several months. The new digital remover is a guided browser plugin that walks users through the steps they can take to ensure they do not receive pregnancy and infant-related advertising.

Video – the “Unbirth Announcement”

A video can be downloaded and shared on social media platforms for anyone grieving a loss. Made up of diverse voices to represent anyone potentially facing pregnancy loss, the goal of the video is to help to start a conversation with words they themselves may not be able to find, welcoming support from friends and family. The video will be permanently available through the PAIL website, encouraging the normalization of the conversation around pregnancy loss.

“Without outlets for open dialogue among friends or family, those who experience pregnancy loss may experience feelings of guilt and shame, fearing they had done something wrong,” adds Michelle La Fontaine. “The goal is to help parents start the dialogue and provide tools to support them on a day-to-day basis, ultimately normalizing the conversation for all.”