As a sponsor of the 31st International Confederation of Midwives Triennial Congress in Toronto, Canada, Johnson & Johnson Consumer Inc. wanted to distinguish this year's event by attempting a Guinness World Records title. 

Since both organisations aim to promote midwifery education, they wanted to achieve the record for the Largest massage lesson and teach techniques that midwives can apply to newborn infants. 

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Johnson & Johnson Consumer Inc., arranged for 397 midwives to take part in a mass participation lesson that demonstrated researched infant soothing practices that can be used in a home environment.

"Our focus at the 31st ICM Triennial Congress was on how touch, engagement and everyday routines can make a difference in healthy brain and child development," said David Mays, PharmD, MBA, Senior Director of Global Scientific Engagement in Research & Development at Johnson & Johnson Consumer Inc. 

The lesson was structured by Dr. Tiffany Field, who has a background in infant care and saw the participants practice on model baby dolls.

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After surpassing the 30 minute requirement for the lesson, midwife attendees celebrated enthusiastically for successfully achieving their goal and setting a new record title. 

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Largest massage lesson