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 cannot have. To prove that Huggies stands beside mothers in all challenges of motherhood we allowed them to “see” their unborn babies through 3D-printed sculptures made from the exam files. Their experiences turned into a online film campaign on social networks entitled "#CountingTheDays", including audio description versions for the visually impaired. All bringing one strong message: every mother deserves to embrace each moment with their child.

In just one week the campaign had:

• 60+ million people impacted in 30+ countries

• 2.3 billion media impressions

• 6+ million views on YouTube and Facebook

• US$ 8+ million worth in earned media: The Huffington Post, Time, People, ABC, CBS, CNN, FOX, Daily Mail, The Telegraph, Mirror, Mashable, BuzzFeed, Reddit & more.

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

The 4-film campaign was launched for Huggies’ Brazil 2 million fans and followers on Facebook, Twitter and YouTube taking advantage of the most sensitive time of the year for women: the weeks leading up to Mother's Day. Each video even has as additional version with audio description for the visually impaired, proving the brand truly cares about every mother. All that was associated with an aggressive PR strategy, a global partnership with Google’s TrueView and Facebook’s VideoAds platforms and Brazil's largest video AdNetwork, making the campaign impact millions of people worldwide in a short time.

By positioning itself as a real partner for all the challenges of motherhood Huggies talks not only to mothers, but also every woman that wishes to become one. By creating a series of 4 different films with real stories of how we used a recent technology to give blind moms-to-be an unforgettable experience we were able to deliver an extremely appealing, highly shareable content for our audience. So social media was the obvious choice for the campaign as a way of turning our target into disseminators and spokespersons of the brand’s message.