The campaign is aimed to transform expressions of love on social media into real-world comfort for children in need. Fans can share joyful messages via social media or the special website GUND has created. On it you can also follow how much is left for reaching the next campaign milestone.
Each milestone is reached by the combined effort of the participants who can share positive messages, customize their profile avatars and share pictures. This gives the so-called hug points. After a certain amount of points is reached, GUND donates 100 stuffed animals to charitable organizations, hospitals and other institutions which can then distribute the toys to children in need.
“At GUND, we make more than just stuffed animals,” said GUND President Bruce Raiffe. “We make special friends that inspire joy and comfort in people of all ages. The How Do You Hug campaign celebrates the healing nature of the hug, and will further our goal of making the world a more huggable place.”
The first milestone has already been reach and 100 stuffed animals were delivered to Lucile Packard Children’s Hospital. The second milestone is already halfway there, as well.
“GUND believes a hug is a genuine emotional connection that embodies the essence of comfort, and there are many ways to feel the warmth of a hug”, the company writes.