For years, advertising about diapers focused on how much blue liquid they could hold. This campaign changed the game.
Skin-to-skin hugs have scientifically proven to be beneficial for babies.
This campaign would change the way diapers were marketed in Canada by launching a volunteer program that helps every newborn get the hugs they need. This campaign has been adapted in more than 25 countries, and has given national awareness to the power of skin-to-skin hugs for newborn babies.