Huggies "Every Little Bottom" Campaign

Improving the Well Being of Mothers and Babies

By: Morgan McMahan

Photo: Huggies' website

Huggies created its “Every Little Bottom” campaign to fight the diaper need for new mothers to improve the well being for both mother and children. Huggies will donate 20 million diapers in the United States over the next eight months. The campaign kicked off with a generous of two million diapers to the ten local diaper banks across the country.

In a case study about new mothers, it was found that 1 in every 3 mothers is forced to sacrifice basic everyday needs like food and childcare because of the need for diapers.

According to the website, on average, babies use from 6-10 diapers a day adding up to about $75 per month. When the child is 2 ½ years old, one child will have already used around 7,000 diapers. Some mothers struggle to provide their babies new diapers, and in desperate situations some mothers are forced to clean already used diapers to reuse them on their children.

The goal for the Huggies campaign is to collect 22.5 million diapers worldwide through donations. Currently, the campaign has generated 2.5 million. Huggies supports diaper banks, which collects, stores, and distributes clean diapers to families who are financially unstable. Diapers are collected through donations, diaper drives, and through diaper banks.

Huggies partnered with the March of Dimes organization when the company realized the crucial and widespread need of diapers. Together, the two organizations will be committed to restoring and maintaining the health of mothers and babies in need.

The March of Dimes is the leading nonprofit organization for pregnancy and baby health. With chapters nationwide and its premier event, March for Babies, the March of Dimes works to improve the health of babies by preventing birth defects, premature birth and infant mortality.

The March of Dimes is responsible for raising awareness for the diaper need across the country by encouraging friends and family to donate diapers to diaper banks through channels like Facebook and Twitter.

To make this campaign successful, Huggies is creating a new branding mechanism called “Diaper Your Baby, and a Baby in Need,” which includes a specially-marked pack of Huggies diapers or wipes that, if purchased, will help diaper a baby in need to add to the 20 million diapers donated by Huggies in the campaign. Also, Huggies has a virtual diaper drive on its website to identify nearby diaper banks in an area. To add, Huggies will be hosting over 1500 local events to address the diaper need to community organizations.

In addition to raising awareness, Ellen Pompeo, star of ABC’s “Grey’s Anatomy” has accepted the position of “Every Little Bottom’s’’ ambassador. She is using her celebrity to spread the word of the “Every Little Bottom” campaign by appearing on talk shows like ‘The Ellen Show’ to promote the cause and bring awareness to the issue.

For More Information on the 'Every Little Bottom' Campaign,

Visit: www.everylittlebottom.com