Through its year-long sponsorship, the Huggies disposable diaper brand will provide educational materials as well as bath and body products to millions of expectant moms in childbirth classes. The materials will provide moms-to-be correct procedures for bathing and diapering infants through iVillage's network of more than 15,000 childbirth educators.
The iVillage Childbirth Education Connection is slated to launch in July 2005. At that time, the Huggies sponsorship will begin on a regional basis and will be distributed nationally by early 2006. The program includes a written lesson plan and video named, "Best of Care: Bathing & Diapering," which will be showcased in childbirth education classrooms. Educators will also receive four-color, custom tear sheets to distribute to moms-to-be. The sheet will include an easy-to-read overview of the class discussion, covering everything from umbilical cord care, to bathing and diapering a newborn to six month old.