Pampers - Thank You Midwife

Midwives, they’re pretty incredible. So to hear that 1 in 3 felt underappreciated meant something had to be done. We rallied the entire nation behind UK midwives to ensure that one of the most important thank you's wasn't left unsaid for any longer. The TV and social media campaign went live during the 'I'm A Celebrity' final and delivered 777,242,956 impressions in its first week alone. 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 UK could receive a more personalised message of thanks from real parents through social media.