Pampers Delivers Thanks to Midwives

Brand is rallying the nation to say #ThankYouMidwife this Christmas
Monday, December 11, 2017 10:23 am GMT


Pampers and Katie Piper are rallying the nation to show midwives how valued they are, asking parents to say #ThankYouMidwife and is aiming to deliver a thank you to each of the nation’s 40,000 midwives, to recognise everything they do

Approximately 58,000 babies are born in the UK during December, with roughly 1,400 born on Christmas Day itself1, so it’s safe to say that the festive season is a busy time for the UK’s midwives. And despite the invaluable role that midwives play, 1 in 3 admit they feel underappreciated and undervalued3. This Christmas, Pampers is launching a new campaign, including the brand’s first-ever Christmas TV commercial, to show midwives how truly valued they are.

New research released today to mark the launch of the campaign reveals that whilst the majority of UK mums (8 in 10) agree that it is important to thank midwives, just over half (58%) actually did4, leaving 4 in 10 midwives un-thanked. But, nearly half (47%), of the mums questioned told Pampers that they would still like the opportunity to say thank you.

That’s why, this Christmas, Pampers is rallying the nation to show midwives how valued they are. The brand is asking parents to say #ThankYouMidwife and is aiming to deliver a thank you to each of the nation’s 40,000 midwives5, to recognise everything they do for babies. For every thank you shared on social media, Pampers will donate £1 to the Benevolent Fund of the Royal College of Midwives to support midwives in need throughout the festive season and beyond. One #ThankYouMidwife post = £1 donation6. It’s as simple as that!

To kick off the campaign’s first thank you, Pampers is working with Katie Piper – who’s expecting her second child at the end of the year – to say thank you to all of the midwives who have looked after her during both of her pregnancies, as well as celebrate and champion the work of all midwives in the UK.

Katie Piper, Pampers Brand Ambassador, said:

“I’m so thankful for the amazing midwives helping me prepare for my second child (due this Christmas!). Just like with my first little girl, my midwives go above and beyond the call of duty – it made me really sad to hear they feel undervalued! I want to say thank you to them all as no question was ever too silly or request too much.”

Caroline Gorrie, Pampers Brand Manager, said:

“Pampers want 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.”

Gill Walton, Chief Executive and General Secretary at the Royal College of Midwives (RCM), said:

“The RCM is delighted that Pampers have designed a campaign to thank midwives for the incredible work they do. Midwives and Maternity Support Workers (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.

The Pampers “Thank You Midwives” Film

Filmed at the Princess Anne Hospital in Southampton during December 2017, the Pampers “Thank You Midwives” film showcases all the hard work and dedication that midwives give during the festive season, in order to help bring the most precious gift into the world: babies. Featuring real footage of midwives going about their daily duties with real families7, the film is a twist on the popular Christmas carol “The 12 Days of Christmas”. The original lyrics have been replaced in order to bring to life the many roles of a midwife.

Key Findings from the Pampers Study

  • Only 41% of mums thanked their midwife and birthing team after the event of giving birth
  • 79% of mums believe it’s important to thank midwives for the important role they play in bringing babies safely into the world
  • 75% of mums agree they couldn’t have got through their labour without the help and support of their midwife; almost half (47%) of mums feel they couldn’t have coped with the birth of their child without the support of their midwife
  • 50% of mums agree their midwife provided better support than their partner during the delivery of their baby

In addition to helping with the delivery of their babies, mums said their midwives helped in many other ways during their labour:

  • 40% of mums said their midwife calmed them down when they started to panic
  • 38% of mums said their midwife informed them of what was happening every step of the way
  • 36% of mums said their midwife helped them believe they could get through the birth
  • 25% of mums said their midwife made them laugh
  • 27% of mums said their midwife let them know everything they were experiencing was normal
  • 21% of mums said their midwife stopped them from being afraid
  • 13% of mums said their midwife encouraged them to eat and drink
  • 10% of mums said their midwife sang with them


For further information, please visit:

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Survey Methodology

The Pampers survey was conducted by MSLGROUP using the One Poll Research Panel and surveyed a total of 1,000 mums in the UK aged 18 to 55+ years old, with 0-10 children. The survey was implemented between the dates of 15th November 2017 and 27th November 2017.

About Pampers®

For more than 50 years, parents have trusted Pampers to care for their babies. Pampers is a part of The Procter & Gamble Company (NYSE:PG) and is the #1-selling nappy worldwide. Every day, more than 25 million babies in 100 countries around the world wear Pampers. Pampers offers a complete range of nappies, wipes and training pants designed to provide protection and comfort for every stage of baby’s development. Visit to learn more about Pampers products, join the Pampers Rewards program, and find ideas and information to help your baby get the most out of love, sleep and play.

About Procter & Gamble (P&G) UK and Ireland

P&G serves consumers around the world with one of the strongest portfolios of trusted, quality, leadership brands, including Always®, Ambi Pur®, Ariel®, Fairy®, Febreze®, Gillette®, Head & Shoulders®, Lenor®, Olay®, Oral-B®, Pampers®, Pantene® and SK-II®. The P&G community includes operations in approximately 70 countries worldwide. Please visit for the latest news and information about P&G and its brands in the UK & Ireland.

About The Benevolent Fund of the RCM

The Royal College of Midwives’ Trust Benevolent Fund is a charity whose main aim is to support midwives and maternity support workers in times of financial need, helping to get lives and careers back on track. They work in partnership with the Cavell Nurses’ Trust to meet this aim and believe the more midwives and maternity support workers they’re able to help improve, the more of a positive impact they’re able to have in people’s lives.


Editors Notes

  2. Figure provided by the Royal College of Midwives 23.11.17
  4. Figure is relevant to the amount of mums who said thank you to their midwife after the event of giving birth
  5. Figure provided by the Royal College of Midwives 29.11.17
  6. Starting at 12am 05.12.17 and ending at 11.59pm on 31.12.17 (GMT), Pampers is asking everyone to thank their midwives using the hashtag #ThankYouMidwife  and tagging @PampersUKIre on Facebook, and @Pampers_UK on twitter. Every time a personal thank you is shared towards a specific midwife and/or hospital using the hashtag and tagging the brand across the relevant social media platform, Pampers will donate £1 to the Benevolent Fund of the Royal College of Midwives. Up to a maximum of £25,000 to the Royal College of Midwives. Participants must be 18 or over and posts must include the hash tag and brand handle to qualify for the donation. Limited to one donation per person that participates.
  7. Pampers felt it was important to show the nation the faces of real midwifes who play a critical role in the development of healthy, happy babies in real families. However, Pampers recognizes that the act of bringing babies into the world can be an intense and fast-paced experience. Therefore, in order to avoid any chance of distress amongst the parents, babies and medical staff, and to ensure the safety of all the mums and babies wasn’t compromised, we chose to reenact the birthing scenes with the families a few days after the actual events took place. Pampers also ensured a midwife and medical staff were present at all times when filming to ensure the families and their babies were comfortable, as well as ensure factual accuracy.


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