Huggies talks to mothers. And also every woman that wishes to become one. By telling the real stories of blind moms-to-be and the unforgettable experience of meeting their unborn babies like every other we created a universal content able to truly sensitise all women, turning them into disseminators and spokespersons of the brand’s message.

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.

For a woman there’s nothing more influential than listening to another woman. Especially when facing the challenges of raising a baby. So creating a series of 4 different films with appealing stories of how 3D printing technology gave real blind moms-to-be an unforgettable experience and launching them for Huggies’ Brazil 2 million fans and followers on Facebook, Twitter and YouTube naturally turned them into a highly shareable content. And to have versions of each video with audio description for the visually impaired proved the brand truly cares about every mother. All that associated with an aggressive PR strategy and global partnership with Google’s TrueView and Facebook’s VideoAds platforms made the campaign impact millions of people worldwide in a short time 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 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.

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. Nearly 3 million women become pregnant each year in Brazil and have the chance of seeing their unborn babies during the ultrasound exam. But among these, close to 45,600 are visually impaired and can not live this moment. Our idea was to provide an experience they never imagined and turn it into a way inspire every mother to live each moment with their child.