Together with the National Diaper Bank Network (NDBN), Huggies is helping struggling families secure the basic need of clean, dry diapers for babies and toddlers
Kimberly-Clark and its North American Huggies brand are asking consumers to join them during National Diaper Need Awareness Week, 21-27 September 2020, by taking action to help end diaper need in America.
Diaper need is the lack of enough supply of diapers to help keep a baby or toddler clean, dry, and healthy, and it is a recognised public health issue that impacts the physical, mental, and economic well-being of US children and families.
Diaper need can result from poverty, unexpected life hardships, natural disasters, and so much more. Together with the National Diaper Bank Network (NDBN), Huggies is helping struggling families secure this basic need of clean, dry diapers for babies and toddlers.
Throughout the month of September, Huggies will donate a case of diapers for every specially marked package purchased at Walmart, helping to ensure all babies have access to clean diapers and other basic necessities required for them to thrive and reach their full potential.
A nationwide study conducted by the NDBN and Huggies helped reveal the facts on diaper need in the US with one in three US families reported experiencing diaper need, nearly three in five families experiencing diaper need reported missing work or school due to lack of access to clean diapers needed for childcare services, Families reporting diaper need to encompass a wide array of ages, racial groups and income levels.
Of those in diaper need, 96 per cent are under 45 years of age with the majority between 25 to 34 years of age. As well as, of those in need, two-in-five families said they stretch the use of diapers by keeping a child in the same diaper longer, which can increase a child’s risk for skin irritation and other serious side effects.
“Diapers are a basic necessity for every baby and toddler,” said Joanne Goldblum, CEO of the National Diaper Bank Network. “With the support of our founding sponsor Huggies, the National Diaper Bank Network and our member programmes are changing the lives of children and families by working to end diaper need. They also need immediate help to do what they do. Particularly because the COVID-19 crisis has caused an unprecedented number of families to turn to diaper banks for support.”
With five million children in the US aged three or younger living in poor or low-income families, National Diaper Need Awareness Week aims to draw attention to the issue of diaper need in the US This week was created to provide individuals, organisations, communities, and elected officials the opportunity to engage in real talk and simple actions.
“Raising awareness for diaper need is more important than ever before given the COVID-19 crisis,” said Robert Raines, Huggies North America general manager. “Huggies is dedicated to helping parents provide essentials needed to ensure all babies thrive and get the best care. 2020 will mark our biggest donation year to the NDBN in the brand’s history through our #HelpingHugs campaign, and we look forward to continuing to find more ways to help.”