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.
Key Themes Behind This Trend
- Thankyoumidwife Campaign
- The success of Pampers' ThankYouMidwife campaign shows how companies can use themed marketing to raise awareness for under-appreciated groups.
- Customized Christmas Carols
- Pampers' customizable Christmas carols highlight how companies can create personalized experiences for their customers.
- Social Media Donation Campaigns
- The #ThankYouMidwife campaign demonstrates how social media can be used to support charities and boost corporate social responsibility initiatives.
Where This Applies
- Baby Care Products
- The ThankYouMidwife campaign by Pampers highlights how baby care companies can leverage feel-good initiatives to connect with consumers and increase brand loyalty.
- Healthcare
- The campaign’s promotion of midwives and the healthcare industry shows potential for innovation and disruption in healthcare marketing campaigns.
- Charitable Organizations
- Pampers' #ThankYouMidwife campaign displays how charitable organizations can benefit from corporate partnerships to increase awareness and support for their causes.
