Every weekend until Thanksgiving, the company is conducting grassroots efforts at 38 places in Los Angeles, including community parks, parking lots, and at 75 Walmart stores there. Using local and network radio, the Neenah, Wisc.-based K-C is giving away Huggies diapers every hour on the hour, collecting maternal advice along the way.
Collected content will be compiled with the help of renowned Hispanic radio psychologist and child-rearing expert Dr. Isabel Gómez-Bassols (Doctora Isabel). Once collected, they will be used to create the first free collective book of culturally relevant parenting tips or consejos aimed at new and expectant Latina mothers.
Says a spokesperson: "We want to be the network for moms to connect and share their experiences. We are reaching all generations--Doctora Isabel represents our moms and grandmoms and [Grammy-nominated Mexican singer] Thalia represents the new Latinas."
The final product will be published in book form in April, just in time for Mother's Day--and will be given away as a gift in select retail stores around the country. In addition, the campaign includes a sweepstakes that will reward participants with a chance to win numerous valuable prizes, including year-long and three-month-long supplies of Huggies and Pull-Ups brand products.
To take part in the "De Mamá a Mamá" initiative, consumers visit www.HuggiesEnEspanol.com and/or www.PullUpsEnEspanol.com, where they can view tips from others and share their own. By doing so, they automatically will be entered in the sweepstakes. The Spanish-language Web sites are part of the Huggies Baby Network and Pull-Ups Big Kid Central Online Communities.
The sweepstakes runs through Nov. 30 and includes five Grand Prizes, each consisting of one year's worth of free Huggies and Pull-Ups brand products and 10 First Prizes consisting of three months' worth of free Huggies and Pull-Ups brand products. Winners will be selected in a random drawing to be held on or about Dec. 15.
MASS Hispanic Marketing and Hispania Public Relations are the agencies behind the effort.