October 23, 2016
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Diaper Giant Launches Hispanic Initiative

 LOS ANGELES -- Pampers®, the diaper brand committed to making a difference for every Latino parent and baby, right from the start, has announced the start of a robust campaign focused on the belief that every baby is a little miracle and should be celebrated, supported and protected.  The campaign provides new resources and support for Latina moms and their babies in their communities, celebrating the joy every little baby brings into the world.

"Whether planned or unexpected, foreign-born or U.S. born, easy or complicated, two months early or a few years late, Pampers recognizes all of these babies as miracles and supports their happy, healthy development," said Jodi Allen, vice president of North America Baby Care at Procter & Gamble. "We want this new campaign to inspire the community by recognizing some of the challenges Latino families face, and letting them know that we are here, listening, and ready to help."

To mark the campaign launch, dozens of Los Angeles Hispanic moms and babies joined Pampers and the urban artists known as Retna and El Mac for a celebratory event at MacArthur Park Primary Center in Los Angeles, a pre-school and kindergarten center with a 95 percent Hispanic student population. Pampers introduced the different campaign elements at the event, including the donation of a new school mural that will be developed over the next weeks by the two artists. The new artistic creation will be titled "Every Little Miracle" and was commissioned by Pampers to portray the real-life miracle stories of many Latino babies as told by their families.

Showing her support for the launch of Pampers Miracles campaign, Barbara Bermudo, the brand's Hispanic spokesperson, made a special appearance at the event just seven weeks after giving birth to her second daughter, Camila Andrea.

"As a mom of two beautiful, healthy girls, I couldn't be more grateful for my two little miracles," said the Spanish-language television newscaster. "As Latina moms, we sometimes face many challenges and worries, but at the end of the day, we all feel this huge love and joy for each of our little miracles, our babies. I feel honored to be part of this effort and to help Pampers build a strong network of moms that support each other to be the best moms we can be."

With the "Every Little Miracle" campaign, Pampers is also introducing its Madrinas network – a group of warm, engaging Latinas who will assist new moms to do the best they can to support their baby's happy, healthy development. Through this new program, Pampers will offer moms the opportunity to opt-in to receive tips and information through a mobile messaging platform, and to join the Pampers Madrinas network at Facebook.com/PampersLatino.

In addition to the mural and the Madrinas network, Pampers announced a national sweepstakes inviting Hispanic parents to share what makes their little one a "miracle." Ten stories will be selected to be part of Pampers "Every Little Miracle" mural inLos Angeles. In addition, a grand prize winner will be chosen at the end of the sweepstakes to receive a $5,000 grant to go towards their baby's future college education. To participate, moms can visit Facebook.com/PampersLatino(1).

In mid-November, Pampers launched the campaign's Spanish-language TV ad spots – celebrating every baby as a little miracle regardless of his/her background and personal story. The brand also unveiled a mommy blog and video series that it created with Bermudo on its new Facebook page. Now mothers who want to follow Bermudo's journey as a second time mom and share useful parenting tips, can do so through a friendly and supportive online community.



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