Supporting Families from the Start

Supporting Families from the Start: Delivering Essentials for Moms and Babies

The U.S. Department of Health and Human Services (HHS) is proud to share the 2024 evaluation results of the Newborn Supply Kit (NSK) program—an initiative designed to support new parents during one of life’s most vulnerable transitions. By providing essential health and hygiene items and educational information to families at the time of birth, the program helps ensure that every child has a healthy start and every mother feels supported and prepared.

Public-Private Partnership

The Newborn Supply Kit program was launched by the U.S. Department of Health and Human Services (HHS) as a public-private partnership with Baby2Baby, a 501(c)(3) nonprofit organization that provides diapers, clothing, and other basic necessities to mothers and children living in poverty. During the pilot phase, Baby2Baby served as HHS’s implementation partner, leading procurement and distribution of Newborn Supply Kits to participating hospitals and clinics.

This collaboration reflects the federal government’s broader commitment to harnessing private-sector innovation and capacity to address public health challenges more effectively. Public-private partnerships like this are not merely supportive—they are integral to the program’s design and long-term sustainability. By aligning federal expertise and informational resources with the logistical expertise of the private sector, HHS is able to scale impact quickly, minimize duplication of effort, and ensure that essential supplies reach families in need more efficiently.

This model demonstrates how strategic collaboration with private and nonprofit sectors can extend the reach of federal programs and foster innovation.

Designed Around the Needs of Families

The Newborn Supply Kit program reflects the federal government’s broader commitment to improving how Americans experience public services. It was developed with direct input from mothers, healthcare providers, and community partners, and delivers timely, tangible support with dignity and simplicity.

The results speak for themselves:

• 98.5% of recipients were satisfied or extremely satisfied
• 99% would recommend the Kit to other new parents
• Trust in government doubled after families received a Kit

This is what people-centered service delivery looks like—responsive, compassionate, and grounded in real-world impact.

Prioritizing High-Need Areas

In 2024, the program expanded from three states to 10 states, providing 1,000 Kits per state in Alabama, Arkansas, California, Georgia, Louisiana, Mississippi, New Mexico, New York, Tennessee, and Texas—prioritizing areas with high maternal and infant mortality and medically underserved geographic areas.

• One-third of counties served were classified as maternity care deserts
• Another third had only moderate access to maternity care
• 79% of recipients were eligible or likely eligible for Medicaid
• 45% of households lived below the poverty line

This approach ensures that resources reach families with the greatest need, particularly in rural and underserved communities where geographic and economic barriers to care are most acute.

A Natural Fit for Hospitals and Clinics

Hospitals and clinics report that the Kits align seamlessly with their mission to provide whole-person care. Nurses, social workers, and care coordinators say the Kits strengthen their connection with patients and offer a morale boost for staff. For providers, the Kits are a tangible way to show families that they are not alone.

“Before, you would ask patients questions about what they need but couldn’t help. Now, we do have something and our staff feel better about being able to provide help in response to their patients’ needs. It feels meaningful for the staff to be able to provide these Kits.” -- Touro Hospital

Addressing the Maternal Health Crisis

The United States continues to face a maternal health crisis. In 2024, maternal mortality increased, and infant mortality remained high. Mental health conditions are now the leading cause of pregnancy-associated deaths, and one in five mothers experiences maternal mental health challenges.

The NSK program directly addresses these issues by:

• Reducing financial stress (reported by 72% of recipients)
• Alleviating emotional distress (75.7% said the Kit helped reduce anxiety)
• Providing timely, trusted support during a vulnerable period

These outcomes are not just statistics—they are lives changed, burdens lifted, and futures made brighter.

“We have a lot of patients who are on Medicaid and who have no prenatal care. Our nurses love giving [the Kit] to the patients because they know that now they have everything they need to bring this baby home. It’s setting the moms up for success and the nurse can feel like okay, I don't need to worry about this baby. They have what they need.” (Liberty Regional Hospital, GA)

The Maternal Mental Health–Infant Health Connection

Maternal mental health is not only the most common complication of pregnancy and childbirth—it is also a critical determinant of infant well-being. Research shows that when mothers experience anxiety, depression, or other mental health challenges, their infants are at greater risk for poor physical, emotional, and cognitive outcomes.¹

“Maternal mental health is strongly linked to infant physical, emotional, and cognitive outcomes.”

The NSK program helps break the cycle of hardship by reducing both financial and emotional stress—two major contributors to maternal mental health struggles.

As parents’ experiences of material hardship increase, so do experiences of emotional distress.² The NSK program interrupts that cycle—providing relief, restoring dignity, and promoting healthier outcomes for both mothers and babies.

“Getting this kit was a complete surprise and an absolute relief. It greatly simplified the mental load I had in getting supplies as a mom to a new baby.” -- Kit Recipient

Empowering Parents with Knowledge

Beyond material support, the Kits also provide educational resources, including information on maternal health and postpartum recovery, infant safety and care, and other support for your family. This includes information on breastfeeding, safe sleep, nutrition, infant care and hygiene, and postpartum warning signs. Our evaluation found:

• 30% of mothers reported learning more about how to feed their baby
• 24% said the Kit encouraged them to speak with their healthcare provider

These outcomes align with national goals to improve health literacy, promote early intervention, and strengthen the parent-child bond from day one.

“A lot of the parent population aren’t familiar with some of these items, like the witch hazel wipes and nipple cream. The thermometer alone is a big deal – that item alone saves a lot of ER visits. Moms need to learn how to use it and being able to demonstrate in the clinic with the same thermometer you have in the package makes a huge difference. Being able to teach them how to suction the baby is also so important.” (Hope Clinic, TX)

Scaling What Works

In 2025, the NSK program is expanding to five additional states—Florida, Pennsylvania, New Jersey, South Carolina, and Virginia—bringing the total to 18,000 Kits across 15 states.

Updates include:

• Enhanced information on breastfeeding supports
• New evaluation metrics on maternal mental health and intent to breastfeed
• Continued refinement of Kit contents based on family feedback

In 2026, additional delivery models are also being explored, including partnerships that integrate nutrition and food for health.

A Model for Public Service Done Right

The NSK initiative is more than a program—it’s a promise. A promise that in the United States, we support families from the very beginning. With bipartisan interest in Congress and a growing evidence base, the NSK program offers a cost-effective, high-impact model for advancing maternal and infant health at the national level. Should Congress appropriate funds to HHS, the Department is prepared to scale the program rapidly, building on the infrastructure and evaluation framework already in place.

As one recipient put it: “For those of us that do not have a village, I felt like a village showed up to help me.”

Our north star is to provide support to parents at the time of birth so that they feel that they can raise thriving and healthy families in our country. The NSK program is delivering on that promise—one family, one hospital, and one community at a time.

Testimonials

From the families:

• “Please do not stop this program, it was so nice to receive and really contained useful items. Getting a well thought out bag was a great experience and makes me feel like the government cares for mothers and babies. It means a lot.”
• “This kit was absolutely amazing in my opinion. It had things for me to help heal as well as really important things for the baby that we have been using every day, like diapers and wipes. Those have been especially helpful. I also love it had things like pads and breastfeeding support products for me as well.”
• “These kits make a huge difference for new parents and are probably one of the best things I have seen in a long time. I was so stressed because we didn’t have diapers or wipes before having baby and I’m going to be out of work. This helped reduce some stress. Please continue this program. It is very helpful.”

From the distribution partners:

• “This is one of the best programs for our moms. There is nothing but a really, really positive response from every mother. Our Staff feel like it's a twofold thing for our patients – they can give them supplies they need but then it’s also an opportunity for a discussion between staff and the patient. It’s an amazing resource. Our Staff get really sad when they run out of Kits.” (Mercy Medical)
• “Our staff love it because it allows them to give a little bit of hope for families experiencing real challenges. This is something tangible and in the moment that they can take and really celebrate the pregnancy and birth.” (MOMS Orange County)
• “Kits are really helping with reducing concerns about stress and money among our patients […] These Kits are life-changing for these families” (UNMH)
• “We are really loving this program. For our case workers, it’s really good to see that when their case loads are full and they can’t enroll a client that day, they are still able to give them a Kit that day and keep the families engaged for when a spot does open up. They come to the office to get the Kit and make those connections with staff so that they are familiar and more invested and comfortable coming back. It really does play into that goal of creating and building trust. Families are so appreciative, and our home visitors love and appreciate being able to do this so much.” (Family Network, AR)

¹ https://pmc.ncbi.nlm.nih.gov/articles/PMC2724169/

² https://rapidsurveyproject.com/article/five-years-of-parent-voices-show-how-difficult-it-is-for-families-with-young-children-to-meet-basic-needs-and-how-this-is-associated-with-emotional-distress-in-parents-and-children/