JOHNSON'S Launches Campaign to Help Ensure Families Across the Country Can 'Treasure the Joy' of a Healthy Baby

SKILLMAN, N.J., May 6, 2011 /PRNewswire/ -- In honor of Mother's Day, the JOHNSON'S® Brand is launching the integrated campaign, TREASURING EVERYDAY JOY™ with JOHNSON'S®, kicking off with a celebrity driven exhibit, a charity initiative on Facebook and a documentary on WE tv – to benefit the MARCH OF DIMES®. Top talent Alyson Hannigan (CBS's How I Met Your Mother), Melissa Rycroft (TV Correspondent and ABC's Dancing with the Stars alum) and MARCH OF DIMES® ambassadors Julie Bowen (ABC's Modern Family), Melissa Joan Hart (ABC Family's Melissa & Joey) and Kellie Martin (ER and Life Goes On) will share their footprints for an exclusive "Footprints" exhibit that symbolizes not only the 'joy' behind baby's first steps, but also the first step toward helping every family experience the joy of having a healthy baby, through the MARCH OF DIMES® partnership.

(Photo: http://photos.prnewswire.com/prnh/20110506/NY96827 )

The unveiling of the JOHNSON'S® Brand's "Footprints" exhibit marks the launch of the campaign designed to encourage parents to pause, reflect and promise to celebrate the everyday joy a baby brings to a parent's life –and to pay it forward.  As part of the brand's ongoing commitment to families everywhere, consumers can visit www.facebook.com/johnsonsbaby, where for every "promise" ('like') made, the Brand will donate $1 to the MARCH OF DIMES® —helping families treasure the joy of a healthy baby.  The JOHNSON'S® Brand "Footprints" exhibit will be revealed at NYC's Famous Footwear (also a MARCH OF DIMES® partner) on 34th Street and remain at the store through Mother's Day (May 8, 2011).

"It is so important to treasure everyday moments with your children," said celebrity mom Alyson Hannigan.  "Whether it's the giggles during bath time or reading with them before bedtime; it's those simple things that are part of your daily routine which you come to value most as a mom.  I never take those moments for granted as they change so much from day-to-day, that each one is a new adventure."

"For more than 100 years, we've dedicated ourselves to being a trusted partner to moms and babies, providing products that are safe, clinically proven mild, and gentle," said Ivy Brown, Marketing Director, Baby Care, JOHNSON'S® Brand.  "With the launch of this campaign, we further our mission in baby care by encouraging parents to take the 'promise' and support the MARCH OF DIMES®."

"The JOHNSON'S® Brand has been a partner of the MARCH OF DIMES® for many years," said Dr. Jennifer Howse, President, MARCH OF DIMES®.  "We thank them for their ongoing commitment to the healthy development of babies, and for helping raise funds for the important work of our organization – to help moms have full-term pregnancies and research the problems that threaten the health of babies."

A Celebration of 50 Families

Additionally, as part of the TREASURING EVERYDAY JOY™ with JOHNSON'S® campaign, the Brand is celebrating the joy that babies bring to our lives by talking to families across the country about their most treasured everyday moments.  Earlier in the year, the JOHNSON'S® Team traveled from coast-to-coast, visiting one family in each state to capture the everyday joyful moments of parenthood.  The 50 families will be highlighted on the Brand's Facebook page and five of those families will appear as part of a documentary that will air on WE tv, just in time for Mother's Day on Saturday, May 7 at 8PM EDT/ 7PM CDT.  The Brand will also be hosting monthly photo contests on Facebook, in which monthly winners can win a video camera, a Visa Gift Card, or a JOHNSON'S® gift set.  At the end of the year, all the monthly winners will be eligible to win the Grand Prize of a $25,000 college scholarship. 

About the MARCH OF DIMES®

The MARCH OF DIMES® is the leading nonprofit organization for pregnancy and baby health. With chapters nationwide and its premier event, MARCH FOR BABIES®, the March of Dimes works to improve the health of babies by preventing birth defects, premature birth and infant mortality. For the latest resources and information, please visit www.marchofdimes.com or www.nacersano.org.  Find us on Facebook at http://www.facebook.com/marchofdimes or follow us on Twitter at http://twitter.com/marchofdimes.

About JOHNSON'S® Brand

JOHNSON'S®, a brand of Johnson & Johnson Consumer Products Company Division of Johnson & Johnson Consumer Companies, Inc., has a long tradition of providing pure, mild, gentle and clinically-proven products formulated especially for babies. The most trusted name in baby care, JOHNSON'S ® is rooted in science and has more than 100 years of leadership in the industry; every product undergoes clinical assessment to ensure it meets our rigorous standards. JOHNSON'S ® Brand takes pride in continuing to create and supply parents and healthcare professionals with the best essentials and innovations in baby care.  For more information about the brand and its product offerings, visit www.johnsonsbaby.com.

SOURCE JOHNSON'S(R) Brand