Researchers in the Midlands are leading pioneering research aimed at reducing the number of stillborn babies.
In the West Midlands stillbirth rates have now fallen below the national average for the first time in 50 years.
But there's still a long way to go.
Seven babies die every day in the UK (11 are stillbirths, six are neonatal deaths) over 6,500 baby deaths a year - the equivalent of 16 jumbo jets crashing every year with no survivors.
Ten times more babies are stillborn than die of cot death every year in the UK.
One mother has been speaking to ITV Central about the devastation of losing a baby.
Laura Mongiovi from Wolverhampton has now set up a local support group for bereaved parents, using her experience to help others.
More details about Sands, the Stillbirth and Neonatal Death Charity can be found at http://www.uk-sands.org including a helpline number for those affected.