First Quality and Cradles to Crayons partner to fight diaper need in vulnerable communities

As more families face tough choices between rent, food, and basic necessities, Cradles to Crayons (C2C®) and First Quality are ramping up efforts to provide free diapers, clothing, and hygiene products to low-income caregivers. Their ongoing Gear Up for Baby initiative, presented by First Quality, makers of Cuties® baby diapers, is targeting communities in Chicagoland, Massachusetts, and the Greater Philadelphia Tri-State Area this spring.

“Being a parent isn’t easy, but if you add on worry and stress caused by having to choose between essential baby supplies and other necessary expenses, the struggle for many multiplies,” noted Sima Delafraz, First Quality’s Chief Commercial Officer. “First Quality believes that no one should have to choose between buying diapers or feeding their family. For over four years we have been collaborating with C2C to end diaper need, and Gear Up for Baby is the cornerstone initiative of this partnership.”

The need is growing:

• 1 in 3 families in the U.S. struggle to afford enough diapers;

• More than 20 million children live at or below 200% of the federal poverty level;

• Half of U.S. families with children report difficulty meeting basic expenses (Source: National Diaper Bank Network, 2023).

“Cradles to Crayons exists to help children thrive amid systemic gaps and economic instability. When essentials become unaffordable, it’s families living paycheck to paycheck who bear the heaviest burden,” said Christine Morin, CEO of Cradles to Crayons. “There are no federal government benefits covering diaper costs. Our valued partnership with First Quality, combined with the generous support of volunteers and donors, provides a tangible solution to this urgent need.”

 

Launched in 2021 during the pandemic, Gear Up for Baby has become a key driver of diaper distribution. In May and June, a portion of Cuties diaper sales funds bulk purchases for families impacted by poverty. Last year alone, C2C distributed:

• 4,477,050 diapers in Massachusetts;

• 3,174,600 in Greater Philadelphia;

• 1,702,300 in Chicago.

Beyond diapers, Cradles to Crayons offers year-round access to free essentials like pajamas, onesies, coats, hats, and hygiene kits—resources that provide stability during a child’s earliest years.

“We work with nearly 350 Service Partner organizations—including schools, daycares and community organizations—who tell us that infants and toddlers often need new clothing every 1–2 months, or six or more times per year,” Morin continued. “For families who are already stretched thin, consistent access to diapers simply isn’t possible, and we could not be more grateful to First Quality for helping to support this essential need.”

Founded in 2002, Cradles to Crayons is the only large-scale U.S. nonprofit focused exclusively on ending Clothing Insecurity, ensuring children have access to appropriate clothing, diapers, shoes, and school supplies. Since its inception, the organization has delivered over 6 million packages of essentials through its Giving Factory® warehouses and Giving Factory Direct® platform.

To donate or learn more about how to support infants and toddlers through C2C’s initiatives, visit cradlestocrayons.org.