On February 4, 2024, Sam and Adam Cleland’s first daughter, Vera Rose, was born at just over 23 weeks but tragically did not survive. Just two weeks earlier, they had received horrible news about her prognosis.
While at the birthing unit at London Health Sciences Centre (LHSC), they were given a memory box by the nursing staff. Inside were items like knitted clothes, photos, a bracelet with Vera’s name and moulds of her hands and feet. These keepsakes, given in the midst of unimaginable loss, made the couple feel seen and cared for.
That memory box, along with the compassion of loved ones who provided postpartum essentials and care packages, inspired Sam to honour Vera Rose by supporting others facing sudden pregnancy or baby loss. This led to the creation of the Vera Rose Initiative, which—made possible through donations—offers three types of resources for families at LHSC:
A perinatal loss library
Free books families can take home to help process their grief or explain loss to living children. The collection is inclusive of birthing parents, non-pregnant parents, grandparents, Indigenous individuals and women of colour.
Care packages for bereaved mothers
Premature birth and baby loss are profoundly traumatic, often leaving mothers unprepared for their own physical recovery. The packages provide essentials such as cooling pads, disposable underwear, heating packs for lower back pain and more.
Remembrance kits for early miscarriage or ectopic pregnancy
For losses that can feel invisible, these kits allow mothers to commemorate their pregnancy, their baby’s memory and their motherhood. Some examples of items included are a guided miscarriage grief journal, a memorial candle, affirmation cards and forget-me-not seeds.
“Grief can be so isolating, especially the loss of a baby because it isn’t always recognized by others,” Sam explains. “The hope is this initiative will let families know they're not alone and help connect them to a community that can support them.”
Already, Sam and Adam have made a huge difference. As of August 25, 2025, they have raised $11,700. With this funding, the Vera Rose Initiative has provided 98 remembrance kits, 48 care packages and 68 books to the Women’s Care program. Parents have reached out to share what the resources have meant to them and to talk about their own babies. Those conversations, Sam says, are “incredibly lovely” and keep the memory of all these children alive.
Adam’s perspective is important as the Vera Rose Initiative also works to support non-pregnant parents, who are often overlooked. For example, the Perinatal Loss Library includes books specifically for fathers and the remembrance kits contain shared items both parents can use to honour their baby. There are also resource cards Sam created with websites, podcasts and groups that partners may find helpful.
For Sam, speaking about Vera is a vital part of healing. “Saying something is better than saying nothing. Even if you stumble over your words, it shows you care. Asking about my baby is one of the kindest things someone can do.”
Looking ahead, Sam and Adam will keep fundraising to continue providing the packages and kits to families for many years to come.
“I want to shift the narrative and make it okay to talk openly about grieving the loss of your baby,” Sam says. “My love for Vera has transformed my pain into a drive for change.”
To learn more, contact us at: verarosefoundation@gmail.com