DALLAS: Huggies has helped to launch the National Diaper Bank Network, a nonprofit that will provide diapers for babies in need.
To promote the network, Huggies kicked off a national “12 Days of Thanks” tour November 7. The company will travel to cities including New York, Philadelphia, Atlanta, Miami, Chicago, and Dallas to donate one million diapers to diaper banks in each market.
“First and foremost, Huggies' paramount concern is taking care of the needs of babies,” said Ayana Green-Oliver, associate brand manager at Huggies.
The Kimberly-Clark brand, a founding sponsor of the network, has supported families in need of diapers since the launch of its “Every Little Bottom” program in June 2010, but it felt it should do more, said Kevin Brown, commercial programs manager at Huggies.
“From the very beginning, we knew that we wanted a sustainable solution and that donating diapers to 10 diaper banks around the country was a great start in creating awareness, but it was only going to scratch the surface. We felt we needed an organization that was dedicated to addressing diaper need,” he said.
Edelman, Huggies' first PR AOR, has supported the Every Little Bottom program since the agency was brought on board in January. For the National Diaper Bank Network initiative and the 12-day tour, the firm is using a mix of national and local PR efforts, said Jenna Rice, account supervisor at Edelman.
The agency pitched a Wall Street Journal exclusive story and a Fox News interview for the November 7 launch event in New York. Edelman, with a core team of five staffers working on the account, is managing Huggies' Facebook and Twitter accounts, as well, said Rice.
Huggies also works with mommy bloggers regularly, which have been a large part of getting the word out about the initiative, said Rice.
Brown said Huggies will measure success for the tour and the network based on how many new diaper banks are built around the US and how many people donate to the cause.