The series of 4 films 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 during the weeks leading up to Mother's Day, turning instantly into a highly shareable content. An aggressive PR strategy combined with a global partnership with Google’s TrueView and Facebook’s VideoAds was used to boost the campaign's reach, and to have versions of each video with audio description for the visually impaired helped prove Huggies' commitment to every mother.

In one week the campaign generated:

• More than 60 million people impacted in 30+ countries

• 2.3 billion media impressions

• 6+ million views on YouTube and Facebook

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

The campaign 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.

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 cannot live this moment. 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 media 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 child.