Midwives receive thanks this Christmas

By Julie Griffiths on 12 December 2017 Midwives

This Christmas, Pampers has launched a new campaign – its first ever Christmas TV advert – to show midwives how valued they are.

Pampers launched their campaign on 5 December following research, which revealed that while the majority of UK mothers (8 in 10) agree that it is important to thank midwives, just over half (58%) did.

However, nearly half (48%) of the mums questioned told Pampers they would still like the opportunity to say thank you, which inspired the campaign to #ThankYouMidwife.

The brand is asking parents to say #ThankYouMidwife and is aiming to deliver a thank you to each of the nation’s 47,100 midwives, to recognise everything they do for mothers and babies.

For every thank you shared on social media, Pampers will donate £1 to the RCM’s Benevolent Fund to support midwives in need throughout the festive season and beyond. One #ThankYouMidwife post = £1 donation.

With RCM research also highlighting that one in three UK midwives feel underappreciated and undervalued, the campaign may go some way in showing midwives how valued they are.

RCM CEO Gill Walton said: ‘The RCM is delighted that Pampers have designed a campaign to thank midwives for the incredible work they do. Midwives and MSWs work tirelessly to deliver the very best care and support to women and their babies and often in difficult circumstances.

‘Midwives have such a huge role to play in supporting women and their families throughout their pregnancy, during birth and right through to the postnatal period. Having a baby is a life-changing event for many women and their partners and midwives along with MSWs play a central role in caring for and supporting women throughout this special time.

‘The RCM now has over 47,000 members and some of our members do fall into financial difficulty. The Benevolent Fund of the RCM Trust is a charity that supports our members in times of financial need. The Benevolent Fund has little income compared to the need and there is always a need for additional funds in order for the fund to help more midwives in need. That is why every single hashtag used during this campaign can really make a big difference.’

The campaign donation is the first phase of activity and part of Pampers’ long-term commitment to supporting every midwife in the UK, with further activity to be announced early next year.

If you haven't seen it already, watch the advert here.