Bliss (charity) in neonatal care by campaigning for change within government and the NHS. In February 2014 Bliss launched a campaign urging for more financial help for families with babies in hospital, called 'It's not a game: the very real costs of having a premature or sick baby'. Bliss released the "Bliss Baby Report" for England in 2015, shortly followed by "Bliss Baby Report: time for change" for Wales in 2016, and the "Bliss Scotland Baby Report" in January 2017. They found that neonatal services in both England and Scotland are lacking enough nurses and doctors to meet standards for high-quality care.
Neonatal intensive care unit over 18% of newborn babies in Britain were being admitted to NICUs. Some hospitals admitted all babies delivered by Caesarian section or under 2500 g in weight. The fact that these babies missed early close contact with their mothers was a growing concern. The 1980s saw questions being raised about the human and economic costs of too much technology, and admission policies gradually became more conservative. NICUs now concentrate on treating very small, premature, or congenitally ill babies. Some of these babies are from higher-order multiple births, but most are still single babies born too early. Premature labour, and how