Thank You Midwife
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...
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...