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Bounty SCA Joins Pact to Market Sites for Newborns

Marketing firm Bounty SCA Worldwide on Tuesday signed on with 3Buddies.com, Children's Television Workshop, Fuji Film, and Seattle Filmworks, to market free Web sites to expectant parents, who can then to share pictures of their newborn child with friends and relatives.

The alliance site, called TheFirstDay.com, will offer visitors opportunities to make purchases from sponsors, with a percentage of each sale added to a mutual fund set up in the child's name. Direct contributions to the fund may also be made through the secure site.

Children's Television Workshop, the producers of Sesame Street, and Bounty SCA have agreed to bring their existing relationships with potential advertisers into the new partnership, targeting those who want to reach the new parent market.

Bounty SCA will distribute pre-natal "GiftPax" through obstetrician offices and hospitals. The packets contain information about the Sesame Street-themed Web site, which they can set up by using a password included therein. Seattle Filmworks will digitize photos and upload them to the site free of charge. Fujifilm will provide a free roll of film, and 3Buddies.com will maintain the site for six years.

"TheFirstDay.com is an excellent opportunity for Bounty SCA's clients to reach consumers entering a new category with the highest quality information, products and services bundled together with a trusted brand like Sesame Street," says Duane Clement, president, consumer marketing services, Bounty SCA.

TheFirstDay.com is expected to launch in the first quarter of this year.

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