TAKE BACK THE T-SHIRT

HUGGIES

When it comes to wardrobe essentials for babies, diapers are top of the list. But for the 1 in 3 American families struggling to afford diapers, some have had to turn to another wardrobe staple – the T-shirt – as a last resort.

But T-shirts make for lousy diapers. They leak and can cause all sorts of skin irritation, like diaper rash, if not changed frequently. They’re a cry for help, not a creative solution.

While T-shirts don't make for good diapers, they are great for making bold statements. Which is why, Huggies®, founding sponsor of the National Diaper Bank Network, collaborated with influential beauty and skincare guru, designer and mom, Kristen Noel Crawley of KNC Beauty to #TakeBackTheTshirt.

Together we designed an exclusive capsule collection of three statement tees that raised awareness of this harrowing stat and raised funds to help end Diaper Need. For every T-shirt purchased, Huggies donated 100% of the funds to the National Diaper Bank Network for babies in need.

With over 151MM+ earned impressions and coverage from In Touch, Essence, US weekly and more, we started a conversation – one we hope to someday put to rest.

T-SHIRTS

LAUNCH

SHOPIFY SITE

takebackthetshirt.com

INFLUENCER PARTNERS

RESULTS

Take Back The T-shirt gained over 151MM+ earned impressions and Huggies had 94% share of voice during National Diaper Need Awareness Week. With coverage from In Touch, Essence, US weekly and more, we started a conversation – one we hope to someday put to rest.