Paloma Faith and Pampers release Christmas single in support of UK midwives
Paloma Faith has released her version of ‘Silent Night’ in support of Pampers’ #ThankYouMidwife campaign. The collaboration was brought together by Sony Music UK’s 4th Floor Creative Partnerships Team and aims to support UK midwives.
72% of babies are born outside of normal working hours and 4am is the peak time for births, which means that anyone working this hard at Christmas deserves an extra special thank you, especially when one in three midwives in the UK feels undervalued and underappreciated.
That’s why Pampers has teamed up with BRIT Award-winner and mum-of-one, Paloma Faith, to release new Christmas single ‘Silent Night’, which will also feature on the brand’s new advertising campaign.
For every download, Pampers will donate £1 to The Royal College of Midwives Benevolent Fund, which will be used to support midwives in times of need.
‘Silent Night’ also features the Pampers #ThankYouMidwife choir, a collective of UK parenting influencers, such as midwife Clemmie Hooper (Mother of Daughters), Georgia Jones, the wife of Danny from McFly, and Sky Sports presenter Olivia Wayne, who all appear in the music video.
Paloma commented, “I am so thankful to my midwives for the uncompromised care and support they gave me and my baby, which is why I jumped at the chance to be involved in Pampers #ThankYouMidwife campaign.
“I had a long, difficult labour, but the midwives were there every step of the way. The midwives supported me through a 20-hour labour, working all through the night. I wasn’t dilating, the baby was in jeopardy and I had to have an emergency C-section.
“I can never thank the midwives at University College Hospital in London enough for the way they looked after me. I know they are doing the same for thousands of other mums and babies across the country, and for that, they should be celebrated.”
The public can share their very own Thank You Midwife story simply by tagging Pampers on social media and #ThankYouMidwife. As a further token of appreciation, every 1,000 public shares of #ThankYouMidwife posts will contribute to a midwife staffroom makeover in UK hospitals. So far, one hospital staffroom at Princess Anne Hospital in Southampton has received a makeover, and a minimum of ten more are planned to take place over the coming months.
Faye Cruickshank from Pampers said, “at Pampers, we want to continue supporting the UK’s midwives for their important role in the happy, healthy development of every baby. With around 54,000 babies due to be born in December and 4am being the peak time for births, we know the Christmas period
doesn’t slow down for UK midwives and we want to say an extra special thank you for this and for their amazing work all year round.”
Since December 2017, Pampers has inspired over 40,000 people to say #ThankYouMidwife, after a study by the Royal College of Midwives found one in three midwives feel undervalued for their work. Pampers want to show midwives how much they’re appreciated for their contribution to the happy, healthy development of babies, and is committed to the long-term support of each and every midwife in the UK.
Download ‘Silent Night’ here.