The relentless commitment shown by midwives over the festive period and every other day of the year is being celebrated with a new Christmas campaign.
The UK-wide #ThankYouMidwife TV and social media drive by Pampers in partnership with Saatchi & Saatchi London will raise money to support struggling midwifery staff.
“The women need us, which is what gets us up in the morning”
Cash collected through the initiative will also be investing into giving midwifery staff rooms across the nation makeovers.
An advert has been developed showing the varied and demanding work of a midwife set against a rendition of Christmas classic ‘Silent Night’ by Paloma Faith and the #ThankYouMidwife Choir.
The track is available to download and every £1 made will be donated to the Royal College of Midwives’ Benevolent Fund.
Pampers is also inviting the public to share their share stories and messages of their experiences with midwives using the hashtag #ThankYouMidwife.
For every 1,000 public shares of these posts, the nappy firm will contribute towards the upgrading of a midwife staffroom.
The staffroom at Princess Anne Hospital in Southampton has already received its facelift, and Pampers plans on completing at least 10 more of these throughout the campaign.
It follows a similar campaign carried out by Pampers last year.
Suzanne Tyler, RCM director of services to members, said: “Maternity is a service that never stops, and midwives and [midwifery support workers] know that women will need them 24/7, 365 days a year.
“Working over the Christmas holidays therefore goes with the job, and most maternity units celebrate and embrace their Christmas and new year babies,” she added.
The campaign seeks to give back some of what midwives give to families this Christmas through raising money for the RCM Benevolent Fund, supports RCM members who find themselves unable to make ends meet.
Ms Tyler added: “Despite it’s somewhat Victorian name, our Benevolent Fund - contributions to which come primarily through the efforts of RCM members locally - provides much-needed financial support to members in immediate crisis.”
The fund is crucial in providing for midwives who find themselves down on their luck, and unable to provide for themselves or their families.
”We know the Christmas period doesn’t slow down for UK midwives”
“We have supported members facing a variety of difficult circumstances: those who are escaping domestic violence; those whose long-term paid sick leave has expired; and members who find their personal circumstances have changed dramatically,” added Ms Tyler.
Amy Bisson, a midwife lead at Princess Anne Hospital’s Broadlands Birth Centre, told Nursing Times about the difference the staff room makeover had made.
She said before the revamp the staff room matched the rest of the older building and could be quite cold and uninviting; however, the new room, containing new furnishings, cushions, and blankets, was warm and welcoming to all staff, especially in the middle of a long shift.
“It’s not unusual to do 12 or 13-hour shifts,” Ms Bisson added. “We give so much to other people, so it’s crucial to have somewhere nice to go to rest.”
Although the midwives can’t have a full break on Christmas, midwives like Ms Bisson find the joy of their work a reward for all that they give.
Ms Bisson added: “Midwifery is a very special thing to do. Yes, its long hours. Yes, its stressful. Yes, its tiring, but the work is why we do it. The women need us, which is what gets us up in the morning.”
Faye Cruickshank, from Pampers UK, 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,” she added.