Branch UK Relay – Raising awareness, building friendships, and supporting families through baby loss

Branch is a peer-support platform created in June 2024 by Jess Waugh and her partner Jim following the loss of their son, Louis, at almost six months pregnant, and a subsequent miscarriage. The platform was born out of a desire to ensure that no one has to face the heartbreak of baby loss or infertility alone.

Throughout this year-long relay, a symbolic branch has been travelling the length of the UK – from the top of Scotland to the bottom of Cornwall – with each bereaved family involved adding a pink, blue, or white ribbon in memory of the babies we’ve lost. The public is also invited to take part: anyone who has experienced baby loss can donate any amount, leave their baby’s name or a message, and have a ribbon tied to the branch in their baby’s memory.

The relay began during Baby Loss Awareness Month in October 2024 and is due to complete its journey this coming October 2025 – perfectly timed to mark Baby Loss Awareness Week. So far, the branch has travelled nearly 2,000 miles, with 61 Branch members joining to add ribbons for their babies.

But the relay has become about more than just miles travelled – it’s about the connections being made along the way. As the branch passes from bereaved family to bereaved family, community members have met in person, shared stories, and built lasting friendships.

One particularly moving story is that of Laura and Ellie, who first connected through Branch’s WhatsApp groups – from TFMR (termination for medical reasons) to TTC (trying to conceive), through Early Pregnancy Support and even their local group. Today, they have both had their long-awaited rainbow babies around the same time. Their friendship has been a source of strength throughout their journeys, with Ellie even attending Laura’s baby shower.

This story perfectly captures what Branch is all about: turning isolation into community, and pain into purpose.

Branch is a small, grass roots Community Interest Company, powered so far by the passion of Jess and our team of 12 incredible volunteers. Our fundraising goal is to raise £10,000 by the end of Baby Loss Awareness Month this October to be able to continue to run and develop the Branch platform, expand services, and continue to offer safe spaces for anyone impacted by baby loss or infertility.

To donate or learn more about the relay, please visit our JustGiving page.

Every ribbon, every donation, and every share helps us ensure that no one has to walk this journey alone.

Branch is a free WhatsApp peer support group for individuals affected by baby loss and infertility, offering both online and in-person support across the UK. It seeks to break the isolation of baby loss, miscarriage and infertility by providing regular online and in-person meetups across the UK, as well as signposting to expert resources.

The need for support became apparent to Jess Waugh and her partner Jim after the loss of their son, Louis, at almost six months pregnant, followed by a miscarriage. Realising how isolating these experiences can be and how little support there is readily available, Jess was driven to create change and founded Branch. “After losing Louis, we wanted to connect with others who’d lost a baby at a similar point in pregnancy to us who also lived nearby, but we couldn’t find a way to do that” says Jess.

Jess and Jim tried an online support group, but it felt quite daunting and everyone’s experiences were so different. “We just wanted to go for a walk or a coffee with others who understood, without feeling the pressure to share our story to a big group of strangers,” Jess recalls.

Branch provides a unique way for bereaved families to connect. “It’s a peer support group where you can find, chat, and meet with people near you who are going through a similar experience to you,” Jess explains. Pregnant and postnatal birthing people are already vulnerable to mental health challenges and the compounding impacts of significant grief on them and their partners, and sometimes subsequent pregnancy, further loss, and/or secondary infertility, heightens this. We understand the importance of community in processing and integrating such a painful and often traumatising experience.

Within its first week, Branch attracted hundreds of members, highlighting the urgent need for this support. Branch groups are moderated by safeguarding trained volunteers. It now offers over 50 groups tailored to different types of loss — including stillbirth, late miscarriage, recurrent miscarriage and termination for medical reasons (TFMR) — and different stages of the journey, such as trying to conceive after loss, pregnancy after loss, and parenting after loss. There are also dedicated spaces for bereaved dads, grandparents, and friends or family members, who are often overlooked when it comes to support.

Join the free Branch Baby Loss Community on WhatsApp here.