On Tuesday night's Eastenders episode (1 September), characters Shabnam and Kush said goodbye to their baby in an emotional scene that was praised by many for its sensitivity.
After the heartbreaking scenes aired on, actor Rakhee Thakrar has encouraged people to share the name of their stillborn babies using the hashtag #SayTheirName.
EastEnders worked closely with stillbirth and neonatal death charity Sands on the storyline to help raise awareness of how surprisingly common stillbirth actually is.
Thakrar sent out the first tweet using the name of her character's stillborn child, Zaair.
Warning, this post contains images that some readers may find distressing.
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The hashtag gained such momentum on Twitter, Thakrar - who has been retweeting and replying to the emotional stories - has created a dedicated account just for the cause.
The description reads: "#SayTheirName campaign. For babies and children who don't get a tomorrow, say their name."
Hannah Ward, communications manager at Sands, told HuffPost UK Lifestyle: "The death of a baby has a profound and lasting impact on parents and the wider family.
"We know this from the many voices we have heard and the thousands of families we have supported over the past decades.
"We have lots of support available for bereaved parents and their families and friends on our website."