1985 SANDS set up a working party to look at improving the care and advice given to parents regarding funerals and the formalities following the death of a baby. Workshops were held throughout the country, and the first study day for professionals took place.

1986 - 1988 Following the findings of the working party, Saying Goodbye to your Baby was published, along with After Stillbirth - What Happens Next? A guide for professionals. SANDS moved to its current location in Portland Place, and a survey of SANDS groups was carried out which showed that over 4000 bereaved parents were befriended locally, while over 1500 were being supported by the SANDS office. In 1988 the distinctive teardrop logo was designed for SANDS and launched at the AGM.

1989 - 1990 The 1989 Annual Report won a major award confirming SANDS' status as a successful, growing charity. Increasing public demand led to new posts being created: a part-time Fundraiser, an Information Officer, a Press and PR Consultant and an Office Manager. A working party was set up to examine the management of pre-28 week baby loss. Media attention was generated by a men-only workshop on the needs of fathers following the loss of a baby.

1991 Guidelines for Professionals, drawn up by a working party of parents and health care professionals, was launched by Virginia Bottomley, Minister for Health, with considerable media coverage. Results were compiled from a preliminary survey of how hospitals managed the disposal of babies born before reaching 28 weeks gestation. In response, SANDS commissioned a book, A Dignified Ending, outlining recommended practice.

1992 Up till this time stillbirth was defined by law as a 'baby born dead after 28 completed weeks' gestation'. From the late 1980s SANDS lobbied Parliament to change this definition to 24 weeks. When the Stillbirth (Definition) Act 1992 was passed in October, it was a major breakthrough because a baby who is stillborn is recognised in law as an individual and so the baby's birth must be registered and the baby must be buried or cremated.

1993-1995 SANDS introduced a new initiative, the teardrop sticker, in December 1993. It features the SANDS logo and is used on maternity and medical files to alert any health professional consulting a file that the mother has lost a baby through miscarriage, stillbirth or neonatal death. Also in 1993 SANDS commissioned Remembering Michael, a story about two children whose brother is stillborn, to help siblings of stillborn babies. A Development Appeal was launched, backed by the actress Susan Hampshire. Guidelines for Professionals was completely revised and updated. Baroness Cumberledge, Minister for Health, attended the launch in November 1995.

1996 The first SANDS National Awareness Week in April aimed to raise SANDS' profile and to generate funds at the same time. Actress Carole Royle launched the week at Covent Garden, and local groups round the country held events to promote SANDS.

1998 A new three year development programme was set up to enable SANDS to improve its three key service areas: the National Telephone Help line Service; the UK-wide network of Groups; and the Information and Publications Service. Work includes expanding the Help line, extending the training programme for SANDS befrienders, and setting up a Shared Experiences Register to facilitate contact between bereaved families whose experience of the death of a baby has been similar in one way or another.

1998-2000 During this period SANDS concentrated on developing its main support services

The Help line Service was expanded to meet the growing demand for the service from bereaved parents, their families and health professionals. The Help line staffed by Help line Manager and a team of 5 part-time Help line workers (four of whom were recruited from SANDS experienced network of befrienders). Two specialists within the office team who respond to the growing number of emails from bereaved parents also supported the Help line service at peak periods.A new befriender training programme, consisting of introductory and intermediate days, was introduced to develop the level and quality of support provided to bereaved parents. During these years an average of 10 befriender training days were delivered in different locations throughout the UK.