Pampers: Un-Silent Night

Nappy brand Pampers has birthed its latest ad in its #ThankYouMidwife campaign – a cute little spot honouring the tireless work of Britain’s expert tot-wranglers over the Christmas period. Created by Saatchi London it was directed by Simon Ratigan and Justin Stokes through HLA.

The spot includes an original recording of Silent Night by Brit Award-winner and mum-of-one, Paloma Faith, who is indebted to the midwives at UCH London who helped her through her tricky, 20-hour labour. Ouch!

A study by UCL and the National Childbirth Trust showed that 72 per cent of births happen outside normal working hours, with the majority of infants arriving at 4am. Midwives often spend long, busy and noisy nights on the labour ward, and the Christmas period is no different. So this year, while you’re out knocking back the Bailey’s, spare a thought for those pulling out the babies.

During the campaign period, for each download of Faith's Silent Night, Pampers will donate £1 to the Royal College of Midwives Benevolent Fund. Pampers is also inviting the public to share their #ThankYouMidwife stories. Every 1,000 public shares of #ThankYouMidwife posts will contribute to a midwife staffroom makeover in a UK hospital.