To convince moms how deep Huggies’ commitment to hugs ran, we created a film that went behind the closed door of Nanaimo General’s isolation nursery. “Behind The Door” captured Huggies No Baby Unhugged hospital volunteers helping to ease the pain of babies born with drug addiction.

As these tiny patients were going through the unbearable process of withdrawal from drugs such as fentanyl and heroin, we captured hugs doing what no medicine or machine could to lessen their anxiety, tremors, sleeplessness and inability to gain weight. Hugs even helped end their unbearable high-pitched screaming.

Our film was centered around the gut-wrenching story of Gillian, a grandmother whose drug- addicted grandchild was healed by the hugs she received at Nanaimo General. All dialogue is unprompted and unscripted.

We released our online video on Huggies’ Facebook page to commemorate International Hugging Day.

Our “Behind the Door” film was released on Huggies’ Facebook page before International Hugging Day, an emotionally-charged moment that we knew would especially resonate with our key target: third trimester moms. We knew that third trimester moms not only care deeply about the health of their own babies, they are deeply sympathetic toward the health and well-being of all babies.

“Behind the Door” was published by the brand, amplified with paid media from January 15th to February 9th and shared out by influencers. No Baby Unhugged’s expansion to Nanaimo General Hospital was also picked up by the press.

In only a few weeks, “Behind the Door” garnered over 2 million video views and over 7,000 shares, resulting in the highest organic reach of all time for our brand on social. We received a remarkable outpouring of support through thousands of comments from our expectant and new mom target, 100% of which were positive. (Yes, there was not even one negative comment.)

“This is amazing. Melts my heart to know such an amazing program like this is there for beautiful babies in need. I hope one day all hospitals have this program and I would love to be a part of it if I could” – Christa Phillips

“I think this is such an amazing program. Every baby deserves to be loved and held. I would love to see this program in St John’s, Newfoundland. I would volunteer my time.” – Stephanie Locke.

Huggies’ No Baby Unhugged initiative helps hospitals create volunteer hugging programs for the most fragile newborns.

Through poignant stories of No Baby Unhugged in hospitals across the country, prenatal and new moms become emotionally invested in our effort to help all babies get the hugs they need. They are then driven to NoBabyUnhugged.ca to show their support. In exchange for their support, moms receive a free pack of Huggies for their own newborns.

In a country with under 400,000 births annually, we have driven almost 80,000 moms to declare their support online and to receive their free diapers.

Over 600 medical studies prove that the power of hugging a newborn after birth is remarkable. Doctors know that hugs help stabilize babies’ vital signs, build immune systems, promote weight gain, reduce anxiety, ward off chronic illness, improve brain development, and that’s just the beginning.

To demonstrate that loving hugs are medicine and further reinforce Huggies’ commitment, we extended the power of hugs to some of Canada’s most vulnerable drug-addicted babies born at our newest No Baby Unhugged Hospital: Nanaimo General. We boldly shone a light on newborns who were forced to endure the pain and anxiety of withdrawal from drugs or alcohol. All dialogue is unprompted and unscripted.

Since 2015, Huggies No Baby Unhugged has been helping all Moms understand the power of hugs and helping all babies get the hugs they need – even if Moms can't be there to give them. This purpose-led program was foundational in de-positioning Pampers, while delivering an experience that went beyond the standard blue liquid product demo.

Fast forward to 2018, and Pampers’ advertising had begun to encroach on our emotional positioning through the power of touch. As we embarked on No Baby Unhugged for a third year, we needed to re-assert our commitment to hugs by finding a fresh and profoundly emotional way to show just how powerful they truly are.