Last Spring, Huggies announced its Every Little Bottom campaign – a nationwide effort to relieve the struggle 1 in 3 American women have in providing diapers for their babies. The campaign was launched with the help of seven Blog Ambassadors and the support of several local and national non-profit partners and regional diaper banks.
In the time since the campaign began, Huggies has donated 22.2 million diapers to babies in need, a goal Jessica McFadden of A Parent in Silver Spring eagerly envisioned when she signed on as an original Blog Ambassador last year. In June 2010, she wrote on her blog, “When Huggies asked me to help spread the word about this program, my first response was ‘OMG yes and how the heck can I help?‘”
This is an issue that is close to my heart and one that I am proud to help. I thought of all the mothers I know or have known who have struggled financially and I thought of how I always wanted to help, but did not always know how. Now I am on a mission.
In March of this year, the Every Little Bottom campaign experienced a transition as Huggies transferred control of the program from PR firm Ogilvy over to Edelman. The original Blog Amabassadors, which included McFadden, Vanderlinden, Kim Tracy Prince of House of Prince, Jenny Ingram of Jenny on the Spot, Caroline Murphy of Smarty Pants Mama, and Heather Flett and Whitney Moss of Rookie Moms, had been under contract with Ogilvy and were compensated for their time as consultants. Each had hoped to continue working on this program they had grown to love.
Jessica McFadden explains:
I was happy to provide work which went above and beyond the requirements in my contract, such as developing detailed social media lists for the PR team and diaper banks, working with an emerging diaper bank as they began outreach, and agreeing to unpaid extra travel for the cause. I am very proud of my proven results raising awareness, web traffic and funds for diaper need.
As the transition went forward, however, one Blog Ambassador says:
We were told by Ogilivy that Edelam would be in contact. An ambassador even met an Edelman PR rep who was handling ELB, and was also reassured that they would be in contact. That never happened, at least with all but 2. Via an email from an original ambassador, we learned that just 2 original ambassadors had been hired and the remaining were sort of just abandoned. Oddly enough, all the original ambassador images, links and more remain on the ELB page.
For their part, Edelman has this to say of the transition:
We can confirm that all 2010 blogger ambassadors were made aware that their official contracts had ended with Huggies and the Every Little Bottom program in March.
Edelman has reevaluated the focus of the blogger portion of the program to address our primary goal of increasing awareness and participation, as well as varying the pool of potential bloggers to include a diverse and influential point of view.
While we were extremely impressed with the 2010 bloggers and appreciate all of the hard work and effort they put into the ELB program, we felt that it was important to reach additional audiences. … though this year’s ambassador pool is a bit different than last year’s, our goal remains constant – to provide diapers to babies in need.
The two original Ambassadors joining the recently re-launched campaign include Heather Flett and Whitney Moss of Rookie Moms. New Every Little Bottom Blog Ambassadors under Edelman’s direction include Sarah James of Whoorl, Emily Cassee of Not That You Asked…, Stacie Lang of The Langs, and Ryan Detzel of This Is Reverb.
Each have announced their Blog Ambassador roles on their blogs and seem just as impassioned as the original team. Emily Cassee wrote of her involvement with Every Little Bottom:
The Internet is a fantastic tool for doing good in this world, it just needs some people to channel some of that good, charitable energy directly into a needy cause. I am here to do just that.
Although the campaign has had its challenges coming into its recent re-launch, and more than one of the original Blog Ambassadors has felt this situation was mishandled, all involved agree that the ultimate focus is on doing good and helping families in need.
Original Blog Ambassador Kim Tracy Prince summed up her thoughts:
The bottom line is the bottoms! There continue to be countless families suffering from economic misfortune, so our work in getting diapers to the babies continues with or without a sponsor. Such as when Help a Mother Out, an independent volunteer organization, raised $25K in the month of May to build an emergency fund to purchase diapers for families in crisis.
Jessica McFadden agrees:
Although I’m no longer an official ambassador for Huggies (contrary to the continued use of my image and profile on the ELB website), I continue my commitment to the cause of diaper need in my blog posts, in social media and my outreach work with diaper and food banks that help families. I will proudly be hosting another diaper drive this summer, with my own newborn baby in tow!