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No Baby Unhugged

Award: Wood Pencil

Wood Pencil / Creativity for Good / Advertising & Marketing Communications/Brand / 2017

During pregnancy, there are many important purchase decisions, but the diaper brand a mom chooses for her baby was not one of them. Most moms deferred to the diaper used by their birthing hospitals, and Pampers had 100% of Canadian hospital contracts. We were challenged to change third trimester mom’s behavior by getting her to embrace and choose Huggies, even before she went to the hospital. To accomplish this, we knew we had to give her a strong emotional reason to choose us.

Solution & Cultural Context:
The solution to winning over moms emotionally lay right there in our brand DNA: a hug. Over 600 studies prove that hugs help stabilize babies’ vital signs, build immune systems, ward off illness, improve brain development, and that’s just the beginning. So we created No Baby Unhugged, the world’s first brand-led initiative to: 1) educate mom on the power of skin-to-skin hugs for her baby and 2) help put volunteer huggers in hospital Neonatal Intensive Care Units for babies in need of hugs.


In 2016, sales of Huggies Newborn Diapers increased by almost 30%. Our online advertising achieved a click-through rate 12x higher than industry benchmarks. Social media was the top driver of database sign-ups, garnering over 2 million likes, comments, shares and re-tweets, and an engagement rate 300% higher than industry benchmarks. We currently have 3 No Baby Unhugged hospitals in Canada, with a 4th on the way. And our campaign is being adopted by 16 countries worldwide, including the U.S.

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