Leading mom website Scary Mommy, diaper brand Huggies and Puerto Rican artist Elvis Crespo have teamed up for a fun campaign that will have every parent and child dancing during the holidays.
The Merengue for Moms movement, which kicked off the first week of December, is making the rounds on social media to help families who need diapers for their babies. How does it work? Simply play Crespo’s timeless tropical hit “Suavemente,” film a video of yourself and your child dancing to the song, upload to social media and tag #MerengueForMoms. Huggies will donate up to 1 million diapers to the initiative, ending on Dec. 31, 2019.
“In the spirit of affirming and supporting all parents, Scary Mommy came up with this challenge to help support the National Diaper Bank Network, of which Huggies was a founding member,” Micaela Birmingham, Scary Mommy’s executive producer tells Billboard. “The network serves over 200,000 children every month. With 1 in 3 American families experiencing diaper need, Scary Mommy wanted to engage in giving back with a unique participation challenge.”
In April, Scary Mommy began a yearlong partnership with Huggies, which included a video series for Audible with Christina Perri. Their work with Crespo marks the first time they use a licensed song in one of their projects.
“2019 was the 20-year anniversary of ‘Suavemente,’ an iconic merengue with nostalgia for being played at family gatherings in the Latin community and beyond,” Bimingham notes. “The lyrics speak of softness, smoothness, and kisses – all words that can describe the bond and special moments between parent and baby.”
Crespo adds: “It was my pleasure to donate the song ‘Suavemente’ to this effort to help babies in need. ‘Suavemente’ means ‘softly, smoothly’ just like the safe and secure feeling every baby deserves. This is a fun way for merengue fans to help low-income families so let’s all hit the dancefloor.”
Nearly 100 posts have been uploaded with the #MerengueForMoms hashtag in the first week across various public platforms. Videos show people of all ages and cultures jumping in on the fun and good cause.
Check them out below and learn more about the campaign here.