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Pampers' Version of The 12 Days of Christmas Celebrates Midwives

 - Dec 23, 2017
References: campaignlive
For the holidays this year, Pampers reimagined the classic 12 Days of Christmas song with a new childbirth-themed take that celebrates midwives.

#ThankYouMidwife was created after research from the Royal College of Midwives suggested that many women believe it to be important to thank their midwife, but few actually do, leading midwives to feel under-appreciated. Rather than singing about partridges, calling birds and turtle doves, the ad features fun new phrases such as "four calming words," "two purple gloves" and "a perfect little baby."

To support the message shared in the Christmas commercial, Pampers will be donating £1 to the Royal College of Midwives whenever heartfelt messages are shared on social media with the #ThankYouMidwife hashtag.