Pampers pays tribute to midwives in Christmas spot

Procter & Gamble's Pampers is celebrating the role played by midwives in a new ad from Saatchi & Saatchi that uses a childbirth-themed version of The 12 Days of Christmas.

The ad is inspired by research from the Royal College of Midwives that found while 80% of new mums believe it is important to thank their midwife, only 58% actually do so. This is a major reason why one in three midwives feel unappreciated.

The social element of the campaign is supporting the RCM – for every message shared with the hashtag #ThankYouMidwife, Pampers will donate £1 to the charity.

The 60-second TV spot features the maternity wards at the Princess Anne Hospital in Southampton and New Forest Birth Centre.

The campaign was created by Calum Langley and Andy McDonald, and directed by Simon Ratigan through HLA. The media agency is Publicis Media.

Caroline Gorrie, Pampers brand manager, said: "Pampers wants to support the UK’s midwives for their important role in the happy, healthy development of every baby.

"After working so closely with midwives on our Preemie campaign, we’ve seen how much they give. In return, we want to give midwives a national celebration this Christmas, and all year round."