Rainbow Baby Day
A rainbow baby is a child born after a miscarriage, stillbirth, or the loss of a newborn. The name comes from the calm that follows a storm.
Honor families navigating loss and hope by creating authentic, grief-aware content that positions your brand as a compassionate ally in their healing journey.
- Share customer stories of resilience and joy after loss to build emotional connection and community trust
- Partner with fertility/loss support nonprofits to amplify awareness and demonstrate corporate social responsibility
- Create a rainbow-themed giving campaign where proceeds support organizations aiding families after miscarriage or stillbirth
- Feature user-generated rainbow baby photos and testimonials to celebrate families and normalize conversations around grief and hope
Rainbow Baby Day began in 2018, thanks to Alexis DelChiaro and her charity, What The Fertility. She chose August 22 because that date marked the birthday of her own rainbow baby.
DelChiaro had endured infertility and loss before finally holding her daughter. Then she created this observance to give other families a chance to feel seen and connected.
While Alexis formalized the day, the term “rainbow baby” grew earlier. It first appeared in Christie Brooks’ 2008 collection, Our Heartbreaking Choices, and later spread online among parents.
The phrase captured the sense of hope that follows deep sadness. As more families shared their experiences, the idea gained wider meaning. The shared stories helped people see that having joy after loss does not erase grief.
DelChiaro’s initiative took shape through her platforms and social media. She invited others to post under #NationalRainbowBabyDay.
Soon, photographers and support groups joined in by offering photoshoots or memories in honor of new babies and remembered babies.
What began as a personal tribute grew into a national moment. On this day each year, families celebrate new life and hold space for those they lost.
The observance has spread into online forums, news outlets, and provider communities. More people now understand that joy and sorrow can coexist beautifully.
Share Your Story
Open up about your journey online or in person. Telling others about your rainbow baby and loss can offer comfort to families walking similar paths. This act spreads awareness and builds meaningful links.
Create a Memory Moment
Light a candle, plant a tree, or release a balloon to remember the child you lost. Choose a gentle act that connects past and present. These small rituals can feel deeply healing.
Take Rainbow Photos
Arrange a fun photo session filled with rainbow touches. Add colorful blankets, props, or a custom rainbow backdrop. This visual tribute keeps the story alive through each snapshot.
Wear Supportive Colors
Dress in a rainbow outfit or don a ribbon showing solidarity. Simple color choices can speak volumes. Wearing these colors signals strength and offers unity with other families.
Donate or Volunteer
Give time or resources to organizations aiding parents after loss. Consider contributing to support groups, advocacy groups, or nonprofits. Helping others offers meaning beyond personal celebration.