Ogilvy, Kimberly Clark’s Huggies Win Platinum PR Award for Helping Diaper ‘Every Little Bottom’


Winner: Ogilvy Public Relations Worldwide and Kimberly Clark’s Huggies – Helping Diaper ‘Every Little Bottom’

One in three American mothers and one in five Canadian mothers struggle to afford to buy enough diapers for their babies. Consequently, they have been forced to cut back on other basic needs to ensure their babies have the right amount of diapers. These dire circumstances only came to light after a survey conducted by Ogilvy PR and Huggies on the scope and impact of diaper need in North America. Recognizing an opportunity to create a sustainable solution to this problem, Huggies developed the “Every Little Bottom” campaign. In a span of six months, the campaign united food banks, eight nonprofits and consumers to donate 25.5 million diapers—the equivalent of diapering 8,500 babies eight times a day for an entire year. Due to its success, Huggies plans to expand the program throughout 2011. —SP

Fast Fact: The study surveyed a sample of 2,500 mothers with children up to 4 years old; it was conducted over the phone in English, Spanish and French.


Honorable Mentions:

Euro RSCG Worldwide PR – Championing Eye Health Education with the 2010 Employee Perceptions of Visions Benefits Survey: Euro RSCG conducted a survey to measure visions benefits perceptions among full-time U.S. employees. The results were featured in five of the six targeted HR publications, creating 1.7 million trade impressions.

KD Paine & Partners – SAS: KD Paine created a dashboard that enables SAS to monitor social media mentions and measure where the company stands against its competitors. The data is quantified in terms of perception and visibility, instead of simple regurgitation of social media mentions.


Back to the 2011 Platinum PR Awards




Comments Off

Deals of the Week

Get $150 Off PR News' Social Media Conference

 Social_Media_Conference_180x150_ep
At PR News’ Social Media Conference, taking place October 9 at New York City’s Grand Hyatt, you will receive instruction from experienced social media communicators and take away practical knowledge that you can put to work right away as soon as you return to the office.

Use code “150off” at checkout.

Get $50 off PR News' Media Relations Guidebook


book-mediarelations-180x150

This 8-chapter resource contains practical implications for some of the most innovative developments in media relations, including the technologies, methodologies and mannerisms that determine the ecosystem in which PR pros practice this essential part of their craft.

Use code “50off” at checkout.

Save $100 on a PR News Subscription



Let PR News become your weekly, go-to resource for the latest PR trends, case studies and tip sheets. Topics covered include visual storytelling, social media, measurement, crisis management and media relations.

Use code “SUBDEAL” at checkout.

Comments are closed.