Are you a bear hugger, a group hugger or a cheeky hugger? Kimberly Clark's Huggies brand can tell you as part of an interactive Facebook campaign to promote its partnership with Children's Hospitals charity.
The Facebook activity, due to launch later this week, complements a PR driven activation that kicked off this morning to mark year two of Huggies' Hugs for Healing partnership with the charity.
It hosted a “hugathon” event supported by Network Ten's Carrie Bickmore and smashed a Guinness World Record managing 77 hugs in 60-seconds, beating the previous record.
Huggies hopes to raise awareness for the partnership and encourage fundraising and has pledged to match consumer donations up to $100,000 to the children’s hospital charity.
The partnership was inspired by research that shows hugs have a genuine healing effect because they release serotonin and dopamine, the hormones that make people feel good and improve their well-being as well as increasing the levels of oxytocin which triggers bonding and caring responses that make sick children feel calm and less anxious.
“Huggies has long understood the caring and healing benefits of hugging and their proven medical benefits in helping sick babies and toddlers. This year, we hope to inspire mums across the country to get involved and support this worthy initiative to help brighten the lives of sick babies and toddlers across Australia.”added Anastasia Barlas, Huggies Australia and New Zealand marketing director.
Earlier this week the brand kicked of a TV ad campaign and announced the launch of a digital hub for mums.
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