Pampers launches #ThankYouMidwife campaign

Did you know that around 1,400 babies are born on Christmas Day? We know what you’re wondering now: do they get twice as many presents? Very few people would stop to think about the midwives helping to deliver these babies. Throughout December approximately 58,000 babies will see the light of day and 40,000 midwives will be working tirelessly across the country to support the mothers in this special time. Sadly, even though they have a vital role to play, one in three midwives feels undervalued. That is why Pampers is launching a special campaign this Christmas to let midwives across the country know how much they are appreciated.

So excited to be working with @Pampers_UK on a campaign to say thank you to midwives for the amazing job they do. We need your support, so for every thank you shared using #ThankYouMidwife, Pampers will donate £1 to @MidwivesRCM. #midwives #ad #pampers pic.twitter.com/HjEmjAewvK

— Katie Piper (@KatiePiper_) December 5, 2017

To lead by example, Pampers is working with Katie Piper, who is expecting her second child this very month. Piper was saddened to hear that midwives feel undervalued in their role. “I’m so thankful for the amazing midwives helping me prepare for my second child,” she said. “Just like with my first little girl, my midwives go above and beyond the call of duty.” According to a study done by Pampers she isn’t alone in feeling like her midwife did an amazing job: 75% of mothers agreed that they wouldn’t have been able to make it through their labour without the help and support of their midwife. Midwives were reported to have calmed mothers, made them laugh and even to sing with them.

Unfortunately the same report also showed that only 41% of mothers actually thanked their midwife and birthing team after the birth of their child. If you were in your baby bubble and forgot to thank your midwife you now have a chance to make it up to them with the Pampers #ThankYouMidwife Christmas campaign!

https://www.youtube.com/watch?v=8gddW_EpAP0

For every “thank you” shared with #ThankYouMidwife Pampers will donate £1 to the Benevolent Fund of the Royal College of Midwives to support Midwives in need. For Pampers the donations are the first step of a long-term commitment to offer support to midwives across the UK. More activity will be announced early next year.

To further celebrate midwives Pampers have released a special Christmas advert entitled Thank You Midwives featuring real footage of midwives in action and real families. The score of the short film is a play on the popular carol, The 12 Days of Christmas, to showcase all that midwives have to offer.

So get on to social media and start sharing your stories and gratitude to help a midwife in need this Christmas!

Sally Wijers