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Pampers' TV and social media campaign aims to say thank you to each of the UK's 40,000 midwives.

The festive ad by Saatchi & Saatchi London goes inside the maternity wards at the Princess Anne Hospital in Southampton and New Forest Birth Centre to showcase the tasks of midwives as they help bring babies into the world. It is set to the tune of Christmas classic The 12 Days of Christmas, with a new twist on the lyrics. For every social media share with the hashtag #ThankYouMidwife, Pampers will donate £1 to the Benevolent Fund of the Royal College of Midwives. The ad was written by Andy McDonald, art directed by Calum Langley and directed by Simon Ratigan through HLA.