Deliveroo, the food delivery service founded in 2013, operates in over 500 towns and cities across 13 markets, working with 60,000 riders to ensure your gyoza, burger or vegan pad Thai are piping hot when they arrive at your door. But this festive season, the company is acknowledging that it may not be the best delivery service in the world after all.

Deliveroo’s first ever Christmas ad, #ForTheMidwives, is aiming to raise money for midwives at the UCLH Charity (University College London Hospitals). These midwives, Deliveroo claims, are the best delivery service in the country, behind whom the brand are proud to take second place.

The campaign pays tribute to the 20,000 midwives working across the country throughout the festive season to deliver the most precious of cargos; this Christmas Day, 1,400 babies are expected to be delivered by midwives around the country.

For every delivery made through Deliveroo in December, the company will donate a percentage to the charity to contribute towards additional training and extra equipment for midwives. The company is aiming to raise at least £100,000 in donations from the public, a percentage of sales and from Deliveroo themselves.

The film, created by Talker Tailor Trouble Maker and produced by Formidable Films, is narrated by Katy, a 26-year-old midwife at UCLH who worked closely with Deliveroo to uncover the real struggles, joys and emotions of working in her profession.

Designed to capture the day of an unsung hero, #ForTheMidwives showcases the moment of birth from the perspective of those who help bring new life into the world. Will Shu, Co-Founder and CEO at Deliveroo said, “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.”