Huggies® And Walgreens® Rally Support For Families Struggling With Diaper Need

Promo from Huggies Helping Hugs campaign

VMLY&R COMMERCE North America has partnered with Weber Shandwick to bring the annual Huggies HelpingHugs program at Walgreens to life.  Our team brought commerce expertise and retailer knowledge to the program to ensure success.  The campaign, now in its fifth year, will donate up to 1 million diapers to those in need.

For the fifth consecutive year, Huggies® and Walgreens are coming together in an effort to inspire local communities to help ensure families in need have access to clean diapers. One in three American families experience diaper need1, which is the lack of enough supply of diapers to help keep a baby or toddler's skin clean, dry and healthy. Diaper need is a public health issue that can result from poverty, unexpected life hardships, natural disasters, and so much more.

Now through August 31, Americans can make a difference for families experiencing diaper need. Huggies and Walgreens are partnering to donate a day's worth of diapers to the National Diaper Bank Network, up to one million diapers, for every pack of Huggies diapers purchased at Walgreens in store or at as part of its HelpingHugs™ campaign2.

Huggies and Walgreens are also joining forces with The Everymom to host the first-ever #HuggiesStrollerSelfie Challenge – a virtual, self-led stroller run/walk (or even drive!) to a Walgreens store. Simply sharing a selfie during an August diaper run to Walgreens using #HuggiesStrollerSelfie on Instagram and tagging @theeverymom and @huggies will trigger a $1 donation up to $5,000 to the National Diaper Bank Network. That means more than 20,000 diapers and 3,000 babies diapered! With 78% of Americans living within five miles of a Walgreens store3, it only takes five miles to make a difference. This means diaper runs in August can make a big impact for vulnerable families across the country.

"We are excited and thankful to have Walgreens back us as a partner for the fifth year to help support families across America," said Robert Raines, Vice President of Marketing for Huggies North America. "HelpingHugs is such an important program for Huggies as it allows us to raise awareness for diaper need and help families in need across the United States."

To find out how to participate in the #HuggiesStrollerSelfie Challenge follow @theeverymom on Instagram. To learn more about Huggies, please visit our website, and follow us @Huggies on FacebookInstagram and Twitter.   

"At The Everymom, there's nothing that means more to us than being able to help other parents and families in our local communities," said Alaina Kaczmarski, co-founder of The Everygirl Media Group. "We are passionate about giving back, especially through initiatives like this with Huggies, to support families facing diaper need. We're looking forward to participating in the #HuggiesStrollerSelfie Challenge with our readers!"

Huggies is proud to be the founding sponsor of the National Diaper Bank Network and has donated more than 270 million diapers since 2011.


1 Diaper Need and Its Impact on U.S. Families; Q37: If you currently struggle with providing or affording diapers for your child(ren), approximately how many diapers are you short of at the end of each month?

2 Between 8/1/21 and 8/31/21, for every one package of Huggies Diapers purchased, HUGGIES will donate one day's worth of diapers (7 diapers) to the National Diaper Bank Network (, up to a maximum of 1,000,000 diapers.

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