The Lullaby Trust unveils bold new look and website to reflect growing ambitions 

At The Lullaby Trust our work has, and continues to be, the collective legacy of the families that drive it, in memory of their babies. Whilst we may look and feel slightly different, we want to be clear: our commitment to every baby, and every family, remains the same. We are here for you now, as we always have been.    

We will continue to provide support, guidance, and advice when it’s needed most, to whoever needs it. We hope that our new look with accessibility and inclusivity at the centre, will allow many more people to find us.    

Why we have invested in a new identity    

We are immensely proud of our 54 year heritage. There’s no question that changing our name from the Foundation for the Study of Infant Deaths to The Lullaby Trust in 2013 made us more relatable and approachable. It enabled more communities and families to find our life-saving advice, and access the support they needed.    

In the decade that has followed, our work has evolved significantly. We’re reassuring more families than ever before, but our identity hasn’t quite kept up with our growing ambition and drive. We needed to change to reflect this.    

Our new identity underpins our mission to end all sudden and unexplained infant deaths, and reflects our expanded remit. As the rates of sudden infant death syndrome thankfully decline, we continue providing our life-saving safer sleep messages, whilst targeting these where we know the rates are highest. This includes deprived communities. We have expanded into providing even more baby safety advice including infection prevention, as well as guidance on baby products, and prevention of accidents. This will be reflected in our ‘baby safety hub’, being the go-to resource for any new or expectant family, beyond just safer sleep. 

We’ve not only refreshed our look and feel but have also completely redesigned the site with you in mind. Our goal was to make your journey smoother, ensuring that everyone in our diverse community can easily access the information and support they need. Aiming to ensure that those who need us most, find us in an instant. Whether you’re looking for advice, guidance or bereavement support, we want to make finding it as simple, seamless and sensitive as possible.

For every baby. For every family. Forever    

With the help of our supporters, we have become an incredible force for change. Together, we have been instrumental in reducing the number of babies dying suddenly and unexpectedly in the UK from 19 per week in 1991 to four per week today, saving the lives of over 30,000 babies. But this is still four babies too many, and we won’t stop until this number is zero.  

Launching our new look feels like a pinnacle moment in the future of The Lullaby Trust. We are excited to evolve and embrace our new, wider remit, whilst remaining the same reassuring presence we have always been. We hope you are excited too, and will continue to remain by our side as we take our next big stride forward to a world where no baby dies suddenly or unexpectedly.