Description

Mum and baby ads are usually gentle and soft. So, to reinvigorate Pampers successful Christmas campaign thanking midwives, we chose the upbeat 80’s track by Salt-N-Pepa: “Push It”. We shot in the maternity wards at the Princess Anne Hospital in Southampton and New Forest Birth Centre. Justin Stokes at HLA directed. The film was launched in Britain’s Got Talent watched by 10million.

Social

In social media, every thank-you = £1 donated to the Royal College of Midwives. The top 10 hospitals tagged with a thank-you received a staff room make-over.

PR

The campaign achieved nearly 1 billion impressions, #ThankYouMidwife trended on Twitter and there was fantastic coverage in The Sun and The Mirror.

Role

Senior Creative Saatchi & Saatchi

Date

2021