Forever Friends is sponsoring the First Hug Award at the Tommy's Awards 2014.
Now in its 19th year, the Tommy's Awards recognise both individuals and organisations that make a difference to families all over the UK - in particular those whose lives have been touched by pregnancy complications and the loss of a baby.
The Forever Friends First Hug Award celebrates that first hug between a mum who has had a difficult pregnancy or birth and her newborn.
This year, Tommy's is partnering with Bounty and will be asking its 2.5 million members to nominate individuals for the award. For every vote cast, the parenting club will be donating £1 to Tommy's. The nomination period is open from July to December.
"Forever Friends is delighted to be supporting this very special award," said Richard Hollis, licensing director for Forever Friends. "We are proud that the loving message associated with our ever popular bear are being put to such good use. A first hug is something which will be remembered forever and for parents and babies who have been through a difficult journey, it's even more precious.
"The work Tommy's is doing is so very important and we urge people to get nominating and voting to help raise awareness and vital funds for the charity."
The winners of the awards will be announced at a ceremony at the Landmark Hotel, London on Friday March 21st, 2014.
Pictured are the winners of the 2012 First Hug Award - Craig Stinson from Nottingham, who nominated fiancee Heidi Livesy, with daughter Ebony.