FOR IMMEDIATE RELEASE
WASHINGTON, D.C. (November 11, 2009) —
Kimberly-Clark's Huggies® brand understands how important it is for kids to keep active, and how important play is to the development of a child. As a result, the Huggies® brand has teamed up with national non-profit KaBOOM! in their effort to bring play back into the lives of children. To support the KaBOOM! partnership, the Huggies® brand developed three ways to engage consumers in the campaign and increase loyalty among existing consumers.
Huggies® Brand Built Playgrounds: To reach parents and kids in local communities, the Huggies® brand partnered with KaBOOM! to fund all-volunteer, done-in-a-day playground builds. Playground builds are confirmed to take place in Tucson, Toronto and San Antonio this fall. Through the partnership more than 4,000 children will have a new place to play.
Huggies® Brand Engaged Moms: For the first time, the Huggies® brand Enjoy the Ride Rewards program includes a donation opportunity. Moms are invited to donate their Huggies® Enjoy The Ride Rewards points to KaBOOM! Moms who participate in the loyalty program get points for purchasing Huggies® brand products, taking online polls, visiting websites and watching videos. For every point consumers donate, the Huggies® brand gives KaBOOM! five cents. So far, the Huggies® brand Enjoy The Ride Rewards members have donated over 79,000 points, totaling more than $4,000 toward the funding of a playground.
Huggies® Brand Auctioned Autographed Shoes: The Huggies® brand hosted an online auction at eBay Giving Works from September 22nd through October 2nd with proceeds benefitting KaBOOM! Huggies® brand Big Movers shoes were signed by an assortment of celebrity Moms, Dads and parents to-be, including Jenny McCarthy, Jennie Garth, Peter Facinelli, Tori Spelling, Sarah Michelle Gellar and more!
“It's great to have a brand like Huggies® help us build playgrounds, continue our overall mission, and reach folks who'll soon be engaged in the cause of play,” said KaBOOM! CEO Darell Hammond.
Kimberly-Clark and its well known global brands are an indispensable part of life for people in more than 150 countries. Every day, 1.3 billion people – nearly a quarter of the world's population – trust Kimberly-Clark brands and the solutions they provide to enhance their health, hygiene and well-being. With brands such as Kleenex, Scott, Huggies®, Pull-Ups, Kotex and Depend, Kimberly-Clark holds the No.1 or No. 2 share position in more than 80 countries. To keep up with the latest Kimberly-Clark news and to learn more about the company's 137-year history of innovation, visit www.kimberly-clark.com.
KaBOOM! is the national non-profit dedicated to giving all kids – particularly those growing up in poverty in America – the childhood they deserve filled with balanced and active play, so they can thrive. Since 1996, KaBOOM! has collaborated with partners to build, open or improve nearly 16,700 playgrounds, engaged more than one million volunteers and served 8.5 million kids. KaBOOM! creates great places to play, inspires communities to promote and support play, and works to drive the national discussion about the importance of play in fostering healthy and productive lives. To learn why #playmatters, visit kaboom.org or join the conversation at twitter.com/kaboom or facebook.com/kaboom.