Johnson & Johnson’s flagship baby brand is launching its biggest ever social-media effort to reach millennial moms. Initially, it will be focused on a promise to remove controversial ingredients from products in what the company calls a move toward “transparency communications.”

“Our Promise,” the first of what will ultimately be more than 40 videos in the program, launches today, featuring Johnson’s Baby brand employees, J&J colleagues and their families making origami storks from paper where they’ve written their individual commitments to consumers, often along the lines of putting safety first.

The idea was inspired by a Japanese legend that “when you make 1,000 origami cranes it signifies a hope granted and a promise fulfilled,” J&J notes in the video. “We are moms, dads, parents just like you,” according to text in the video. “We heard your concern about certain ingredients in our products. Although always safe, for your peace of mind, we removed them.”

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