March of Dimes and Huggies® Every Little Bottom Help Get Diapers to Babies in Need

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Sep 22, 2010, 10:55 ET

1 in 3 Moms Cut Back on Basics to Provide Diapers

WHITE PLAINS, N.Y., Sept. 22 /PRNewswire-USNewswire/ -- A groundbreaking study reveals 1 in 3 American mothers struggle to provide diapers for their babies (1). These mothers have had to cut back on basics such as food, utilities like heat or electricity, or even child care in order to provide enough diapers. The March of Dimes is partnering with Huggies Every Little Bottom in an effort to address this issue of diaper need and help get diapers to babies in need.

Babies in diaper need who are kept in wet, dirty diapers for extended periods of time may experience physical and emotional suffering. According to the study commissioned by Kimberly-Clark's Huggies Brand, babies in diaper need are more likely than other babies to show signs of irritation and discomfort or suffer more from diaper rash when they can not be changed.

"Providing essentials, like diapers, is important to allow every baby to thrive and prosper," said Dr. Jennifer L. Howse, president of the March of Dimes. "We are thrilled to partner with Huggies Every Little Bottom, which will deliver diapers to babies in need and make a difference to improve the health of babies across the United States."

To kick off the program, Huggies will donate up to 20 million diapers in the United States in the next eight months. As a start, in June, Huggies donated two million diapers given to ten local diaper banks across the country. The March of Dimes and their volunteers will help raise awareness about this essential need for diapers.

"The March of Dimes is a key partner in addressing diaper need across the country," said Stu Schneider, senior director of the Huggies Brand. "Now that we better understand this crucial and widespread need, Huggies and the March of Dimes are committed to getting diapers to moms and babies to improve their health and wellbeing."

The March of Dimes plans to help raise awareness about the issue of diaper need using the following key methods:

Encourage friends and family to donate diapers to 10 Every Little Bottom partner diaper banks at www.EveryLittleBottom.com.
Spread the word to your family and friends about diaper need through e-mail, blogs, Facebook and Twitter. Follow Huggies on Twitter @Huggies or on Facebook.

About Huggies Every Little Bottom

Huggies Every Little Bottom was created with a single mission – to help get diapers to babies in need. As a first step, Huggies will donate up to 20 million diapers in the United States in the next eight months. Huggies will kick off the donation with two million diapers given to ten local diaper banks across the country. These organizations are making a remarkable difference in their communities and this donation will help get assistance for even more babies. Find out more about the Huggies Every Little Bottom program and how you can help at www.EveryLittleBottom.com.

About March of Dimes

The March of Dimes is the leading nonprofit organization for pregnancy and baby health. With chapters nationwide and its premier event, March for Babies^®, the March of Dimes works to improve the health of babies by preventing birth defects, premature birth and infant mortality. For the latest resources and information, visit marchofdimes.com or nacersano.org.

(1) The Huggies® Every Little Bottom thought-leadership study was conducted by Abt SRBI in collaboration with Dr. Cybele Raver, the director of New York University's Institute of Human Development and Social Change, and Dr. Nicole Letourneau, Canada Research Chair in Healthy Child Development and Professor at the University of New Brunswick. The telephone survey averaged 20 minutes in duration and was fielded in English and Spanish in the United States, and English and French in Canada. The study was fielded in February 2010 among a nationally representative sample of mothers with babies 0-4 years old who currently use diapers in the United States and Canada. In total, 1,513 mothers in the United States and 1,008 mothers in Canada were surveyed. The study includes a representative sample of American mothers living in poverty and Canadian mothers living below the low income limit (based on governmental guidelines). At the 95% confidence level, the study has a margin of error of 2.5 percentage points in either direction for the United States (1,513 sample), and 3.1 percentage points in either direction for Canada (1,008 sample). The margin of error increases for smaller subgroups evaluated. Opinion polls in general can be subject to other errors based on practical difficulties in conducting surveys.