Johnson's celebrates babies with integrated campaign

SKILLMAN, N.J. — Johnson's has kicked off "Treasuring Everyday Joy," an integrated campaign that will benefit the March of Dimes, the company said.

Johnson's Treasuring Everyday Joy campaign will include a a celebrity-driven exhibit called "Footprints," a charity initiative on Facebook and a documentary on WE TV.

Johnson's "Footprints" exhibit, which will be hosted at Famous Footwear on 34th Street in New York, marks the launch of the campaign and is designed to encourage parents to pause, reflect and promise to celebrate the everyday joy a baby brings to their lives. Additionally, consumers also can visit Facebook.com/JohnsonsBaby, where for every "promise" (or "like") made, the brand will donate $1 to the March of Dimes.

Celebrities involved in the campaign include Alyson Hannigan (CBS' "How I Met Your Mother"), Melissa Rycroft (ABC's "Dancing with the Stars" alum), Julie Bowen (ABC's "Modern Family"), Melissa Joan Hart (ABC Family's "Melissa & Joey") and Kellie Martin ("ER" and "Life Goes On"). Bowen, Hart and Martin also serve as March of Dimes ambassadors.

"For more than 100 years, we've dedicated ourselves to being a trusted partner to moms and babies, providing products that are safe [and] clinically proven [to be] mild and gentle," said Ivy Brown, marketing director of baby care at Johnson's. "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."

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