Pampers has launched a nationwide #ThankYouMidwife TV and social media campaign aiming to deliver a ‘thank you’ to each of the nation’s 40,000 midwives for everything they do for expecting families. The campaign will also raise money for the Benevolent Fund of the Royal College of Midwives.

For every ‘thank you’ shared on social media with the hashtag #ThankYouMidwife, Pampers will donate £1 to the charity. In its first week, the campaign delivered 777,242,956 impressions, with nearly 14,000 ‘thank yous’ (7664 on Instagram, 5111 on Twitter and 1134 on Facebook).

Pampers points out that while the rest of the UK will be tucking into thei turkey, midwives will be delivering 1,400 babies. Whilst 80% of UK mums say it is important to thank their midwife, only 58% admit they actually do so. As a result, one in three midwives feel underappreciated despite putting new life into the arms of parents every day.

The festive 60” TVC was developed by Saatchi & Saatchi London. It features the maternity wards at the Princess Anne Hospital in Southampton and New Forest Birth Centre and showcases the diverse tasks midwives undertake, with passion and care, in order to help bring the most precious gift into the world: babies. It features real footage of midwives going about their daily duties with real families and is set to the Christmas carol, “The 12 Days of Christmas” with a wry twist on the lyrics.

The TV and VOD campaign, with media planning and buying executed by Publicis Media, will run until December 31^st 2017 and is also being amplified across social media channels including 5” GIFs and conversation cards on Twitter. A targeted consumer PR and influencer outreach campaign will be executed by MSL featuring Katie Piper as Pampers Brand Ambassador.

Earlier this year, Pampers released the campaign ‘Little Fighters’, which launched its Preemie Protection nappies for premature babies. The emotive TVC followed nine real families, their premature babies, and the hospital staff at the Neonatal Unit at the same Southampton hospital.

Caroline Gorrie, Pampers Brand Manager, says: “Pampers want to support the UK’s midwives for their important role in the happy, healthy development of every baby. After working so closely with midwives on our Preemie campaign, we’ve seen how much they give. In return, we want to give midwives a national celebration this Christmas, and all year round.”

Gill Walton, Chief Executive and General Secretary at the Royal College of Midwives (RCM), comments: “The RCM is delighted that Pampers have designed a campaign to thank midwives for the incredible work they do. Midwives and Maternity Support Workers (MSWs) work tirelessly to deliver the very best care and support to women and their babies and often in difficult circumstances.

Walton adds: “The RCM now has over 47,000 members and some of our members do fall into financial difficulty. The Benevolent Fund of the RCM Trust is a charity that supports our members in times of financial need. The Benevolent Fund has little income compared to the need and there is always a need for additional funds in order for the fund to help more midwives in need. That is why every single hashtag used during this campaign can really make a big difference.”

Pampers is a part of The Procter & Gamble Company and is the #1-selling nappy worldwide. Every day, more than 25 million babies in 100 countries around the world wear Pampers. P&G serves consumers around the world with a brand portfolio including Always, Ambi Pur, Ariel, Fairy, Febreze, Gillette, Head & Shoulders, Lenor, Olay, Oral-B, Pampers, Pantene and SK-II. P&G operates in approximately 70 countries worldwide.

The Royal College of Midwives’ Trust Benevolent Fund is a charity whose main aim is to support midwives and maternity support workers in times of financial need, helping to get lives and careers back on track. It works in partnership with the Cavell Nurses’ Trust to meet this aim.

The post Pampers launches #ThankYouMidwife campaign appeared first on IPM Bitesize.

Former Girls Aloud singer Kimberley Walsh has launched Pampers’ latest ‘Amazing Babies’ UK campaign, with the brand partnering with UNICEF for the 11th consecutive year in the drive to eliminate Maternal and Newborn Tetanus (MNT) from the Third World countries where it is most common.

Special packs of Pampers are available across a selection of Pampers nappies and wipes, carrying the ‘Amazing Babies’ campaign message, “1 Pack = 1 Vaccine”. So far, Pampers has helped UNICEF, national governments and local organisations to eliminate MNT in 19 countries, saving an estimated 500,000 newborn babies so far. However, the two partners want to get rid of the disease in another 19 countries, and warn that MNT still claims the lives of 49,000 newborns every year, one baby every 11 minutes.

MNT, which affects families in some of the poorest areas of the world, occurs when newborns are infected as a direct result of unhygienic birthing practices, such as cutting the umbilical cord with unsterile instruments. Once MNT has been contracted there is no real cure.

This year, Indonesia and Niger joined the list of countries where Pampers funding has helped to eliminate MNT, in an effort that involves working with governments and partnering with organizations on the ground to expand access to life saving vaccine.

Pampers brand manager at P&G, Paolo Haeusermann, says: “By simply buying packs of Pampers with the UNICEF logo or by engaging with campaign content online, UK parents can make a genuine difference and continue to support our wish to eliminate Maternal and Newborn Tetanus everywhere.”

Campaign ambassador Kimberley Walsh adds: “I feel hugely honoured to be supporting the Pampers-UNICEF campaign in its 11th year. As a mum to Bobby, and expecting my second child later this year, I feel great empathy with other mothers around the world who, just as I do, want nothing more than to deliver a happy, healthy baby. The reason I’m so passionate about this campaign is that mums and dads here in the UK can make a very real difference by doing nothing more than buying the Pampers that they need for their little ones. By simply buying packs of Pampers with the UNICEF logo or by engaging with campaign content online, UK parents can make a genuine difference and continue to support our wish to eliminate Maternal and Newborn Tetanus everywhere.”

For each purchase of a Pampers pack with the UNICEF logo, Pampers will donate the cost of one dose of vaccine. For every parent who shares a photo of their baby, Pampers will donate another vaccine. Finally, Pampers and UNICEF are encouraging consumers to sign Pampers UNICEF Pledge Donations and become monthly donors to UNICEF.

The Pampers brand is owned by Procter & Gamble. To find out more, visit pampers.co.uk.

The post Pampers, UNICEF 11th tetanus vaccine give-away appeared first on IPM Bitesize.

Pampers and UNICEF have marked the landmark 10^th year of their on-pack vaccine partnership by announcing the elimination of maternal and newborn tetanus (MNT) in 17 countries*.

Supported by celebrity mum of two Emma Bunton, the ‘1 pack = 1 vaccine’ campaign will run until end of December 2015 with special marked packs available across a selection of Pampers nappies and wipes. For every pack purchased and each video viewed or shared, the brand will donate the cost of one vaccine to help UNICEF continue its fight against tetanus.

Since the Pampers UNICEF partnership began in 2006, the brand’s funding has already helped to eliminate maternal and newborn tetanus in 17 countries, with an estimated 500,000 newborn babies saved and a vaccine reaching a mother and her baby every second. However there are still 21 countries where the disease remains a threat.

Through the continuation of its simple “1 pack = 1 life-saving vaccine” campaign, Pampers funding is supporting vaccination activities in 20 of these countries and UNICEF’s work with the many partners involved in the elimination effort.

John Drake, Head of Convenience at P&G, says: “The sad truth is that maternal and newborn tetanus is still claiming lives even though it is easily preventable with a vaccine, which is why it is so important that together with UNICEF, we continue in our joint efforts to eliminate the disease everywhere. By simply buying packs of Pampers with the UNICEF logo or by engaging with the campaign’s online content, UK parents can make a genuine difference. We’re urging retailers to support the campaign by stocking up on special UNICEF packs.”

Emma Bunton, Pampers’ ambassador, comments: “Over the last 10 years this programme has helped save the lives of 500,000 newborns around the world; something I believe is an incredible achievement and something that parents in the UK should feel proud to have contributed to.”

UNICEF is the world’s leading organisation for children, promoting the rights and wellbeing of every child. Together with its partners, it works in 190 countries and territories to translate that commitment into practical action, focusing special effort on reaching the most vulnerable and excluded children, to the benefit of all children, everywhere.

Unicef UK raises funds to protect children in danger, transform their lives and build a safer world for tomorrow’s children.

The post Pampers celebrates 10 years of UNICEF partnership appeared first on IPM Bitesize.