For Mother's Day Huggies Brazil wanted to reinforce its Global Brand Proposal of being there for moms in every challenge. Something that could touch the heart of every single mother and mother-to-be and increase the emotional bond between them and the brand.

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. But among the nearly 3 million women that become pregnant each year in Brazil close to 45,600 are visually impaired and cannot have that experience. What if Huggies could change that? We set out on a mission to find visually impaired pregnant women and took them for an ultrasound exam. From the exam's digital files we were able to re-create their unborn babies as 3D models and turn them into real-size sculptures using a 3D printer. The sculptures were than wrapped in a baby blanket and delivered them as a surprise. The real stories of their unforgettable experience became 4 online films launched on social media and were brought together in a virtual exhibition together with the "printed babies".

The real stories of their unforgettable experience became 4 online films on a campaign entitled "#CountingTheDays" that was launched for Huggies’ Brazil 2 million fans and followers on Facebook, Twitter and YouTube including audio description versions for the visually impaired. The campaign instantly into a highly shareable content that impacted 60+ million people in more than 30 different countries in a short period of time. It just one week the videos had more than 6 milllion views combined and the project received US$ 8+ million worth of mentions around the globe, including 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 our baby sculptures have already being referred as a benchmark in prenatal care for visually impaired moms-to-be. But most importantly, it inspired women all over the world to express their pride of being a mother.

Huggies is the segment’s first brand to shift its focus to mothers other than the babies, positioning itself as a real partner for all the challenges of motherhood. A global brand whose target are mothers and also every woman that wishes to become one. Through it's several product lines the brand's mission is to allow every mom to make the most out of each moment with their child from the very first day.