Paloma Faith has released a Christmas single, on the 30th of November 2018, in recognition of UK midwives and their work through the festive period. The ‘Picking Up the Pieces’ singer released a version of the Christmas classic ‘Silent Night’, featuring the Pampers #ThankYouMidwife choir of influencers.
For every download, the Christmas single receives, £1 will be donated to The Royal College of Midwives Benevolent Fund. The money received will be used to support midwives in times of need.
The campaign is close to Faith’s heart, with the birth of her baby – whose gender and name she keeps under wraps – was born prematurely, in a 20-hour labour which resulted in an emergency caesarean.
Speaking about the birth, Faith said: “I am so thankful to my midwives for the uncompromised care and support they gave me and my baby, which is why I jumped at the chance to be involved in Pampers #ThankYouMidwife campaign. I had a long, difficult labour, but the midwives were there every step of the way.”
Continuing, she said: “The midwives supported me through a 20-hour labour, working all through the night. I wasn’t dilating, the baby was in jeopardy and I had to have an emergency C-section. I can never thank the midwives at University College Hospital in London enough for the way they looked after me. I know they are doing the same for thousands of other mums and babies across the country, and for that, they should be celebrated.”
According to research 72 per cent of babies are born outside of normal working hours and 4am is the peak time for births. One in three midwives in the UK say they feel undervalued and underappreciated considering the relentless working schedules.
Faith’s ‘Silent Night’ features the Pampers #ThankYouMidwife Choir, a collective of UK parenting influencers, which include Clemmie Hooper (Mother of Daughters), Georgia Jones, the wife of Danny from McFly, and Candice Braithwaite, among others – who all appear in the music video.
The public can also share their very own Thank You Midwife story simply by tagging Pampers on social media and #ThankYouMidwife. As a further token of appreciation, every 1,000 public shares of #ThankYouMidwife posts will contribute to a midwife staffroom makeover in UK hospitals, to give midwives a nicer place to relax during those not-so-silent nights.
To-date, one hospital staffroom at Princess Anne Hospital in Southampton has received a makeover, and a minimum of 10 more are planned to take place over the coming months. Paloma’s version of Silent Night is also the soundtrack to Pampers’ new Christmas TV ad, which is set to premiere during the X-Factor Final on Sunday the 2nd of December 2018.
Faye Cruickshank from Pampers 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.”
Help me in supporting the amazing work of midwives and maternity support workers in the UK by downloading my version of Silent Night! For every track downloaded @Pampers_UK are donating an extra £1 to the @MidwivesRCM #ThankYouMidwife https://t.co/4Ex43PRLiM pic.twitter.com/ffDSUfa941
— Paloma Faith (@Palomafaith) 30 November 2018
