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Thank You Midwife

360 Campaign

Midwives, they’re pretty incredible. So to hear that 1 in 3 felt underappreciated meant something had to be done. We decided to rally the entire nation behind UK midwives to make sure that one of the most important

thank you's didn’t go unsaid any longer. 

With every social media share using the hashtag #ThankYouMidwife, Pampers also donated

£1 to the Royal College of Midwives Benevolent Fund.


To extend the campaign, we created location-based DOOH near various hospitals meaning midwives across

the country could receive a more personalised message of thanks from real parents through social media...

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But wait, there’s more! Online greeting card company Moonpig agreed to team up with us to help

create the world’s first ‘Thank You Midwife’ card collection featuring six limited edition designs...

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