This morning the Huggies® Brand together with Network Ten's Carrie Bickmore smashed the Guinness World Record for the most hugs ever given in one minute to raise awareness and support for Children's Hospitals. The fast-paced and fun 60 second Hugathon saw 77 hugs lovingly exchanged, smashing through the existing record of 75 hugs set in London in 2013.
The event launched the second year of Huggies® Hugs for Healing, an initiative with Children's Hospitals who are the national fundraising partnership of the five major national children's hospital foundations. Over 1.65m treatments are provided for sick and injured children by the five hospitals each year, and this initiative aims to deliver support and care to all of those sick babies and toddlers.
The Huggies® Hugs for Healing initiative has been inspired through medical research which shows that hugs have a healing effect. Hugging has been proven to release serotonin and dopamine – the hormones that make babies and children feel good and improve their wellbeing. On top of this, hugs increase the levels of oxytocin, a trigger for bonding and caring responses that makes sick children feel calm and less anxious.
In 2014 through the Hugs for Healing initiative, Huggies® will pass on the power of a healing hug by matching consumer donations to Children's Hospitals up to $100,000. Huggies® donation will help to fund vital pieces of high priority medical equipment specifically targeted at sick babies and toddlers including a BabyTherm Infant Warming system for QLD, Neonatal Hearing Screening Units in SA, and a Giraffe Warmer (neonatal warming cot) in WA to name a few.
Thrilled to be a part of such an important initiative, Carrie Bickmore said: "As a mum, I know how important a hug can be, not just helping children feel loved and comforted, but actually having healing benefits too. I'm very proud to be supporting the Huggies® Hugs for Healing initiative which will help to positively impact the lives of so many children throughout Australia by helping to fund vital medical equipment. I hope mums and families across the country will join Huggies® and me to support Children's Hospitals and the great work they do every day in our communities".
"Huggies® has long understood the caring and healing benefits of hugging and their proven medical benefits in helping sick babies and toddlers. We're proud to be donating $100,000 to Children's Hospitals, our "hug" to five of Australia's major children's hospitals represented by this national fundraising partnership to help fund vital equipment," added Anastasia Barlas, Huggies® Australia & New Zealand Marketing Director.
"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."
"Through our partnership with Huggies® Brand and the Huggies® Hugs for Healing initiative, vital resources will be funded for our five partner hospitals. This equipment is high priority equipment to help heal sick babies and toddlers that otherwise wouldn't be able to be funded," said Fiona Sutton, National Director for Children's Hospitals.
To get involved and show your support, you can: