Huggies partners with the Department of Health to employ hundreds of local mothers in hospital and clinic maternity wards

Understanding the need for equitable care for every mom in light of Baby #BumpDay

The first 1000 days of a baby’s life are crucial. This period is characterised by rapid physical, cognitive and emotional growth – it is the foundation for your child’s future well-being.

The 1000-day Hospital Programme – an initiative by Huggies in partnership with the Department of Health – addresses the need to equip more expecting and new mothers with the education and tools needed to prioritise their health and that of their babies. This concerted support drive has, in turn, provided valuable employment opportunities for aspiring community health workers.

Since the launch of the initiative in 2013, Huggies health workers (also called Huggies Moms) have been trained and dispatched to 113 public hospitals throughout South Africa. Many of these hospitals are situated in under-resourced communities in areas such as Soweto in Gauteng, Umlazi in KwaZulu-Natal and Khayelitsha in the Western Cape.

The pressing need for education around key issues including hygiene, sanitation, baby health and nutrition was a strong motivator for the launch of this programme. These factors play a central role in the development of young infants and the long-term health of mothers. In South Africa, providing this level of support is also an important driver of inclusive healthcare and access as it relates to safe pregnancies and healthy babies.

Baby BumpDay is observed every July 24 and Camilla Mgiba, Huggies junior brand manager, says that the observance provides the ideal opportunity to raise awareness around the need for equitable care.

“The 1000-day Hospital Programme has become a powerful vehicle for empowerment through education. Our existing team of Huggies Moms work alongside doctors and nurses at the clinics and hospitals they are based at.

“They have become valuable members of these clinical teams. Through their work with expectant mothers, they are able to deliver helpful information to mothers in their pregnancy journey as well as during the critical period after birth. So far, we’re proud to report that our Huggies Moms have completed more than 230 shifts and helped hundreds of mothers improve how they take care of themselves and their newborns,” says Mgiba.

Huggies Moms primarily deliver health talks that focus on the well-being of the mother and baby, from pregnancy through to childbirth and at-home care. They also play a key role in assisting clinical teams with preparing mothers for post-natal care, offering guidance and advice on topics including skin-to-skin contact after birth, how to change a nappy, breastfeeding and preparing the healthiest environment for newborns.

Currently, Huggies Moms visit several public hospitals and clinics on a daily basis to offer group educational classes; followed by one-on-one sessions that address the individual needs of mothers. Visual aids provide Huggies Moms with the support they need to maximise the reach of this educational drive and deliver its important messages in a way that is understandable and accessible.

Apart from the initiative’s educational component, Huggies Moms are also tasked with distributing sample packs to mothers in their third trimester, which include a first set of nappies and wipes for the new baby.

“Observances like #BumpDay are occasions for celebration at Huggies. They give us the opportunity to reflect on the milestones reached through initiatives like the 1000-day programme. It has been an honour to see the difference the programme has made for so many women and communities, and we look forward to seeing the results unfold as we continue this important work,” says Mgiba.