Paloma Faith and Pampers release Christmas single in support of UK midwives

Singer and supporter of midwives joins Pampers’ #ThankYouMidwife campaign
Tuesday, January 8, 2019 3:40 pm GMT

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For many, Christmas is a time of peace and relaxation.  For midwives, it’s just a day and night like any other as they work tirelessly around the clock to bring new life into the world.  

For many, Christmas is a time of peace and relaxation.  For midwives, it’s just a day and night like any other as they work tirelessly around the clock to bring new life into the world.  

72% of babies are born outside of normal working hours and 4am is the peak time for births, which means that anyone working this hard at Christmas deserves an extra special thank you, especially when 1 in 3 Midwives in the UK feels undervalued and underappreciatedi.

That’s why Pampers has teamed up with Brit Award-winner and mum-of-one, Paloma Faith, to release a new Christmas single,Silent Night, which will also feature on the brand’s new advertising campaign. 

Download Silent Night by Paloma Faith and the Pampers #ThankYouMidwife choir and for every downloadii, Pampers will donate £1 to The Royal College of Midwives Benevolent Fund, which will be used to support midwives in times of need. The song will be available to download iTunes and Amazon Music from 30th November.  It will also be available to stream from all the usual platforms.

Silent Nightalso features the Pampers #ThankYouMidwife choir, a collective of UK parenting influencers, such as Clemmie Hooper (Mother of Daughters), Georgia Jones, the wife of Danny from McFly, and Candice Braithwaite, who all appear in the music video

The #ThankYouMidwife campaign is close to Paloma’s heart. Her baby – whose gender and name she keeps under wraps – was born prematurely, in a 20-hour labour which resulted in an emergency caesarean, so she has first-hand experience of how hard these midwives work.

Paloma, 37, commented: “I am so thankful to my midwives for the uncompromised care and support they gave me and my baby, which is why I jumped at the chance to be involved in Pampers #ThankYouMidwife campaign.

“I had a long, difficult labour, but the midwives were there every step of the way. The Midwives, supported me through a 20-hour labour, working all through the night. I wasn’t dilating, the baby was in jeopardy and I had to have an emergency C-section.

“I can never thank the midwives atUniversity College Hospital in Londonenough for the way they looked after me. I know they are doing the same for thousands of other mums and babies across the country, and for that, they should be celebrated.”

There is more than one way for everyone to support midwives. The public can share their very own Thank You Midwife story simply by tagging Pampers on social media and #ThankYouMidwife. As a further token of appreciation, every 1,000 public shares of #ThankYouMidwife posts will contribute to a midwife staffroom makeover in UK hospitals. So far, one hospital staffroom at Princess Anne Hospital in Southampton has received a makeover, and a minimum of ten more are planned to take place over the coming months. 

Faye Cruickshank from Pampers, said: “At Pampers, we want to continue supporting the UK’s midwives for their important role in the happy, healthy development of every baby. With around 54,000iii babies due to be born in December and4am being the peak time for births, we know the Christmas period doesn’t slow down for UK midwives and we want to say an extra special thank you for this and for their amazing work all year round.”

Since December 2017, Pampers has inspired over 40,000 people to say #ThankYouMidwife, after a study by the Royal College Midwives found 1 in 3 midwives feel undervalued for their work. Pampers want to show midwives how much they’re appreciated for their contribution to the happy, healthy development of babies, and is committed to the long-term support of each and every midwife in the UK.

 

Notes to Editor:

[ii] £1 will be donated to the Royal College Midwives Benevolent Fund for every download bought during the 6 week campaign period, commencing 30th November 18th and ending 19th January 2019

[iii] Average daily births, England and Wales, 1995 to 2014


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 www.pampers.com 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 www.pg.co.uk 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.  The Royal College of Midwives’ Trust Benevolent Fund is a charity registered in England & Wales under registration number 275261

 

Contact:

MSL Group - Katie Andrews | Louisa Norman London, +44 (0)203 219 8700
P&G UK and Ireland Press Office, +44 (0)1932 896090
pgpress.im@pg.com
@PGUK Twitter http://www.twitter.com/PGUK

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Paloma Faith Un-Silent Night Campaign Image
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Paloma Faith x Pampers #ThankYouMidwife Choir