There are over 600 scientific studies proving that the power of hugging a newborn is remarkable. Hospitals now know that human touch helps stabilize babies’ vital signs, build immune systems, promote weight gain, ward off chronic illness, improve brain development, and that’s just the beginning.

But not all moms can be there to provide the hugs their babies need. And the need is not currently being met by Canada’s overburdened public healthcare system.

So we created No Baby Unhugged, the world’s first brand-led initiative to put volunteer huggers in hospitals. Our initiative offers funding and assistance to hospitals that want to create hugging programs for their babies.

Our initiative also educates moms on the power of hugs for their own babies.

No Baby Unhugged launched on Mother’s Day via paid social with a film entitled “Mother’s Day Hugs”. The film educated new and expectant moms on the power of hugs. We then retargeted using “Miracle Hugs”, an emotional look at the power of hugs at Southlake Hospital, the first to benefit from No Baby Unhugged. A second film, “Hugs For Jade”, told the story of one mom who needed help hugging her preemie. Our “Power of Hugs” TV extended our message offline.

All assets drove online to a robust website that included a “Power of Hugs” whitepaper commissioned by Huggies, printable resources, and an offer of free diapers for moms who pledged their support.

On National Hugging Day, we launched “Here’s What Hugs Can Do” via paid social. The film took one No Baby Unhugged Mom and her newborn son on a plane to witness the hugging program she helped create.

•No Baby Unhugged launched less than a year ago and is still in its infancy. Yet almost 25,000 moms have already shown their support by becoming No Baby Unhugged Moms, helping us raise almost $100,000 for 4 hospitals.

•Our videos have received over 9 million views.

•Huggies has not only experienced an unprecedented 35% increase in newborn diaper sales as a direct result of No Baby Unhugged, we have seen sales increase across all categories.

•The success of No Baby Unhugged here in Canada has led to interest and adoption of our initiative around the world, including Australia, Latin America and the U.S.

•In an effort to imply hospital endorsement despite Pampers’ dominance, Huggies has succeeded. Better yet, we have managed to convert implied endorsement into real endorsement: over half of all hospitals in Canada now choose Huggies. We are, officially, the new #1 choice of Canadian hospitals.