In 2024, Jessica Alba helped promote a baby photo contest that became a major charity fundraiser; by 2026, the campaign had generated more than $45 million in grants for Baby2Baby to help children in need across the US

A baby photo contest backed by actress Jessica Alba has grown into a major fundraising initiative, generating more than $45 million in grants for nonprofit organisation Baby2Baby since 2024. The campaign supports children and families across the United States by helping provide essential items such as diapers, formula, food and clothing.The initiative, called Baby of the Year, is returning for its third edition in 2026. Championed by Baby2Baby ambassadors Jessica Alba, Paris Hilton and Jenna Dewan, the nationwide competition invites parents and legal guardians to submit photos and profiles of their little ones, with the winner receiving $25,000 and an opportunity to appear in a national advertising campaign.According to an announcement by fundraiser Colossal, the grants generated through the competition have helped Baby2Baby distribute essential supplies to children in all 50 states, support disaster relief efforts and invest in infrastructure to strengthen its long-term work.How Jessica Alba's baby photo contest raises money for charityThe Baby of the Year competition combines a nationwide search for an adorable young champion with fundraising for children in need. Parents submit a photograph and a short profile explaining what makes their child special. Friends, family members and supporters can then rally behind their favourite entries through multiple rounds of voting.Supporters can vote for free, while additional votes can be cast through donations under the competition's official rules. The donations are managed by DTCare, a registered US public charity, which will issue a grant to Baby2Baby after the competition concludes.Baby2Baby provides diapers, formula, clothing, food and other basic necessities to children facing difficult circumstances. Its work also includes supporting families affected by disasters and strengthening programmes that help children across the country."We are enormously grateful for the support of the Baby of the Year competition for the third year in a row," Baby2Baby Co-CEOs Kelly Sawyer Patricof and Norah Weinstein said in a statement."We are proud to partner on this transformative campaign that raises critical funds for Baby2Baby's mission, ensuring that we can provide more than one million children across the country with the basic essentials they deserve for years to come," they added.Jessica Alba, Paris Hilton and Jenna Dewan champion the initiativeJessica Alba, who founded The Honest Company in 2012, is a longtime Baby2Baby board member and an advocate for women and children's welfare. Her involvement brings together her work in the business world and her commitment to causes supporting families.Paris Hilton, a Baby2Baby Angel, has also used her public platform to highlight children's rights and wellbeing. Through her nonprofit, 11:11 Media Impact, she has supported advocacy efforts related to child welfare and institutional child abuse reform.Actor Jenna Dewan, known for films and television projects including Step Up, The Rookie and Supergirl, is another longtime Baby2Baby Angel supporting the campaign.The 2026 competition is also backed by brands including The Honest Company, Graco and Shutterfly, which support the initiative's focus on families, childhood and the preservation of memories.What does the Baby of the Year winner receive?The winner will receive $25,000 and appear in nationwide, multichannel advertising campaigns. The prize package includes exposure through The Honest Company's social media channels and official website, advertising featuring Honest products, and an advertorial in Variety magazine.The competition has already crowned two winners. Luca won the 2025 title, while Sloane Maya was named Baby of the Year in 2024. Sloane was affectionately described by her family as a "miracle baby".Colossal says the competition operates under a trust and safety framework intended to protect participants and their families. Parents or legal guardians manage submissions, and photographs are used for identity verification and competition profile pages, subject to the official rules governing finalists and the grand prize winner.Registration for the 2026 competition is open through the official Baby of the Year website.Baby2Baby's work across the USBaby2Baby provides essential supplies to more than one million children across all 50 states. Over the past 15 years, the organisation says it has distributed more than half a billion items to children in homeless shelters, foster care, hospitals, domestic violence programmes and school districts, as well as to families affected by disasters.The $45 million in grants generated through the Baby of the Year campaign since 2024 adds to the support available for this work. The initiative demonstrates how a competition built around family photographs and community participation can also help raise funds for a larger charitable cause.Colossal, which runs purpose-driven online competitions to raise money for charitable organisations, says it has raised more than $243 million for charity since 2022.You use AI every day. Now get your AI Quotient. Take the AIQ test.