Pampers, the diaper brand, announced the start of a new campaign aimed to Hispanics. The campaign provides new resources and support for Latina moms and their babies in their communities.
To mark the campaign launch, dozens of Los Angeles Hispanic moms and babies joined Pampers and the urban artists known as Retna and El Mac for a celebratory event at MacArthur Park Primary Center in Los Angeles, a pre-school and kindergarten center with a 95 percent Hispanic student population. Pampers introduced the different campaign elements at the event.
With the "Every Little Miracle" campaign, Pampers is also introducing its Madrinas network – a group engaging Latinas who will assist new moms to do the best they can to support their baby's happy, healthy development. Through this new program, Pampers will offer moms the opportunity to opt-in to receive tips and information through a mobile messaging platform, and to join the Pampers Madrinas network at Facebook.com/PampersLatino.
In addition to the mural and the Madrinas network, Pampers announced a national sweepstakes inviting Hispanic parents to share what makes their little one a "miracle." Ten stories will be selected to be part of Pampers "Every Little Miracle" mural in Los Angeles. In addition, a grand prize winner will be chosen at the end of the sweepstakes to receive a $5,000 grant to go towards their baby's future college education. To participate, moms can visit Facebook.com/PampersLatino.
In mid-November, Pampers launched the campaign's Spanish-language TV ad spots. The brand also unveiled a mommy blog and video series that it created with Bermudo on its new Facebook page.