The White House wants to tackle the so-called "diaper gap" with the help of the private sector by providing low-income families a chance to purchase diapers at discounted prices, reported
The Hill.
President Barack Obama will talk about the initiative during his appearance at the South by Southwest festival on Friday. Diaper manufacturer First Quality and online retailer Jet.com are joining in the effort to help create, purchase and ship the cheaper diapers to needy families, said The Hill.
"Nearly one in three families struggle to afford diapers for their babies," said the
White House blog. "In some cases, moms and dads stretch the time between diaper changes to make their limited resources last."
"This can lead to serious health problems for babies and parents. Young children can end up hospitalized with problems like urinary tract or staph infections. Imagine the stress of not being able to afford the basics that your baby needs – not a small matter for struggling parents and caregivers."
CNN Money said First Quality, the makers of Cuties baby diapers, have created simpler packaging for the new diapers to cut cost and passed the savings on to participating nonprofits. Jet.com, meanwhile, will offer free two-day shipping to nonprofits and will help them purchase the reduced-price diapers.
CNN said the efforts could make the diapers purchased in the White House plan 25 percent cheaper than what is on the current market.
Huggies said in a Thursday
press release that it was donating 22 million free diapers to the National Diaper Bank Network in response to the White House's efforts.
"We want every baby to grow up healthy and feel comfortable, safe and secure," said Giusy Buonfantino, president of Kimberly-Clark baby and child care North America.
We are pleased to see the issue is receiving national attention from the White House and will continue to do our part as a leader in the effort to combat diaper need."
Some celebrities showed their support for the effort on social media.
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