The relationship between mother and child begins long before birth. And the most anticipated moment during pregnancy is when she can meet him or her during the ultrasound exam. An experience that blind moms-to-be can not have. To prove that Huggies helps mothers to overcome all the challenges of motherhood we allowed them to “see” their babies through a 3D-printed sculpture made from the ultrasound exam files. Their real stories turned into a 4-film online campaign on social networks entitled "#CountingTheDays", including versions with audio description for the visually impaired. All bringing a direct and universal message: every mother deserves to embrace each moment with their baby.

The 4-film campaign with appealing stories of how 3D printing technology gave blind moms-to-be an unforgettable experience was launched for Huggies’ Brazil 2 million fans and followers on Facebook, Twitter and YouTube and naturally turned into a highly shareable content. Each video had a versions with audio description for the visually impaired, proving the brand truly cares about every mother. All that was associated with an aggressive PR strategy and a global partnership with Google’s TrueView and Facebook’s VideoAds platforms, generating impact on millions of people around the world during the most sensitive time of the year for women: the weeks leading up to Mother's Day.

In just one week the campaign exploded in social and mainstream media:

• More than 60 million people impacted in at least 30 countries

• 2.3 billion media impressions

• 6+ million views on YouTube and Facebook

• US$ 8+ million worth in earned media, including segments in The Huffington Post, Time Magazine, People Magazine, ABC TV, CBS News, CNN, FOX News, New York Daily News, UK Daily Mail, The Telegraph, Mirror, RTL Nieuws, Rede Globo, Mashable, BuzzFeed, FastCompany, C|Net, Reddit and more.

The scope of the campaign even ignited a media debate on the use of technologies such as 3D printing for medical purposes and has already being referred as a benchmark in pre natal care. But most importantly, it inspired women all over the world to express their pride of being a mother.