AMBA launches the Purple Butterfly initiative to help bereaved families of twins, triplets or more

The Australian Multiple Birth Association (AMBA) has launched the Purple Butterfly initiative – a simple and sensitive way to let others know about the loss of a baby, or babies, from a set of multiples.

In Australia, some 300 babies from a set of multiples passed away in 2014.

AMBA is working with the Skye High Foundation to provide Purple Butterflies to be displayed on infants’ beds while in hospital so that families are given the support and understanding that they need from staff and other parents.

AMBA Chairperson Ali Mountifield said “Purple Butterfly stickers are working well in the UK, where the Skye High Foundation created and rolled out the concept. The Skye High Foundation was named after the twin daughter Millie Smith and Lewis Cann lost just moments after birth. “

“The Purple Butterfly has touched parents not just in Britain, but around the world. It’s a gentle way to let people know that the joy of childbirth has also been tinged with incredible sadness. We’re very proud to be rolling this out in support of Australian families.”

Kingston Hospital in the UK has already adopted the Purple Butterfly, with an additional 126 hospitals so far across the UK, Belgium, the Netherlands, France, the USA looking to do the same. AMBA will be approaching hospitals across Australia to introduce the Purple Butterfly into their NICU units.

AMBA has developed a bereavement resource pack which includes the following:

• Purple Butterfly stickers

• Purple Butterfly poster

• AMBA Grieving Couple leaflets

• AMBA Information Leaflet

AMBA’s bereavement pack is to support grieving families after the loss of a baby or babies from a set of multiples. The use of the Purple Butterfly resources is optional as we understand some families may not want them to be displayed.

We encourage hospitals, support organisations and families to discover more by visiting

AMBA Bereavement

Skye High Foundation

Neonatal Research

If you would like to request a bereavement pack please email busdev@amba.org.au.