INSIGHT

One in three midwives feel undervalued, and new parents often miss the chance to express their gratitude amid the chaos of childbirth.

IDEA

The #ThankYouMidwife campaign brought the nation together to ensure one of the most important thank yous doesn’t go unsaid. The campaign began on social media with an influencer launch, leading up to a Christmas TV spot that highlighted all the things midwives do for which parents are grateful. After the TV spot aired, we showcased these messages of thanks in and around the hospitals where midwives worked. Partnering with Moonpig, we also created special thank you cards. The campaign continued for two years, featuring the “Three is the Magic Number” TV spot.