As an extension of our “For All Baby Butts” campaign, we created a childrens’ book activation - The Alaphabutt Book, showcasing the A to Z’s of baby butt shapes, with each letter drawn by a different children’s illustrator. The campaign launched with a limited run of the book in May 2023, with book proceeds going to the National Diaper Bank. Beyond that, we’ve also secured a publishing deal to sell the book in bookstores nationwide in September.