A new study recently found that one in three U.S. families who can’t afford diapers for their babies have turned to other wardrobe staples – like a T-shirt – as a last resort when they can’t afford diapers. In response to these findings, Huggies and Kristen Noel Crawley, mom of 3 and founder of KNC Beauty, are teaming up to #TakeBackTheTshirt with a limited-edition collection of statement T-shirts to raise awareness for National Diaper Awareness Week (September 24-October 2) of those struggling to provide diapers for their babies.
"A T-shirt should never be a diaper for your baby, yet the tragic reality is so many families in our country must turn to this household item as a last resort," said Robert Raines, Vice President of Marketing for Huggies® in North America. "Many people don't realize how prevalent diaper need is in our country, but through this partnership, we have the opportunity to drive awareness of this issue and encourage people to help support families in need so their babies and children can thrive."
Consumers can help Huggies #TakeBackTheTshirt by buying a T-shirt at takebackthetshirt.com – this LTO collection is first-come, first-served, so shop fast! 100% of the T-shirt sales will be donated to the National Diaper Bank Network, as Huggies is the founding sponsor and has already donated +200 million diapers over the last decade.
Diaper-Branded Merchandise
Huggies x Kristen Noel Crawley Raise Awareness for Diaper Week
Trend Themes
1. Diaper Need Awareness Campaigns - Brands can collaborate with organizations to promote awareness of diaper poverty and provide aid to families in need, creating brand loyalty while making a positive social impact.
2. Limited-edition Social Cause Merchandise - Creating limited-edition merchandise that supports a social cause can increase brand awareness and loyalty while supporting a good cause.
3. Sustainable Diaper Production - Brands can explore more sustainable production processes for diapers to reduce their carbon footprint while providing affordable products.
Industry Implications
1. Baby Products - Brands in the baby products industry can collaborate with organizations to promote and support the needs of families facing diaper poverty.
2. Fashion - Fashion brands can create limited-edition merchandise that supports social causes and raise money for charitable organizations.
3. Sustainability - Sustainability-focused industries, such as green manufacturing or eco-friendly consumer products, can explore more sustainable production processes for related products, like diapers, while building social impact partnerships.