Bliss 30th Birthday Baby Report: Three Decades and Counting, which looks back over 30 years of Bliss and neonatal care. Bliss was set up in 1979 in response to a national newspaper article about the lack of appropriate care for babies born too soon. The aim of the charity was, and still is, to give every baby an equal start in life and to ensure that vital equipment and specialist care are available to every baby who needs it.