A delivery firm has ditched the traditional Christmas advert to raise vital cash and highlight the incomparable work of midwives up and down the country.
In an emotive film, called 'For the Midwife', real-life maternity nurse Katy talks about her job and the sacrifices she and others make to deliver the most precious gift - a newborn child.
Deliveroo worked directly with Katy, 26, to uncover the stresses, joys and emotions that are all part of the service of delivering babies.
Katy, from University College London Hospital (UCLH), said; "It takes a lot of training and a lot of hard work to become a midwife. It's a calling, a way of life rather than just a job.
"It's been incredible to see just how much this glimpse into the day-to-day life of a midwife has resonated with the British public, it's a special time to be part of.
"What's better than helping a new family on Christmas Day."
Deliveroo will make a donation to UCLH Midwives for every delivery made throughout December, as a thank-you to the vital work they do during the Christmas period.
Midwives are expected to welcome around 1,400 Christmas babies into the UK on Christmas Day alone.
It is hoped that through a combination of donations from Deliveroo and its customers, the ForTheMidwives campaign will raise more than £100,000 for University College London Hospital.
Will Shu, founder and CEO at Deliveroo, said: "The Deliveroo team has been truly humbled spending time with these highly skilled healthcare professionals.
"We're happy to be supporting the amazing work of midwives this Christmas and shining a light on the everyday heroes that make up the UK's best delivery service.
"At Deliveroo we talk about deliveries every single day, but we recognise that some deliveries are more important than others and we take our hats off to them."
Customers using the Deliveroo app in December will also able to make a donation by visiting the 'For the Midwives' restaurant.
To watch the film showcasing the best delivery service click here
