Women can create a time-lapse video of their pregnancy – and get health tips along the way – through a new, free, interactive iPhone app called CineMama available from the March of Dimes.
Time-lapse pregnancy slideshows and videos are an emerging trend among expecting parents as a way of creating a digital keepsake of their pregnancy to share with loved ones. Through CineMama, the March of Dimes will tap into that trend to share its important health information.
“CineMama is a fun way for us to reach women and let them know that healthy babies are worth the wait,” said Patricia Goldman, March of Dimes vice president and chief marketing officer. “Moms-to-be will be rewarded with a complete video diary of their pregnancy when they use this app.”
CineMama allows expecting moms to take and upload their photos to the web, easily turn the still pictures into a video, and share it all through social media, such as Facebook and Twitter. CineMama will prompt women to record the ups and downs of their pregnancy, as well as important milestones in a diary that can easily be shared.
The app can be downloaded from iTunes. It links to the March of Dimes free, interactive iPad magazine “My 9 Months” available from the iTunes store. It also links to marchofdimes.org/healthymombook where the new March of Dimes “Healthy Mom, Healthy Baby” book can be ordered.
CineMama is an expansion of the March of Dimes “Healthy Babies are Worth the Wait” public awareness and consumer education campaign, which focuses on the importance of a full term pregnancy.
The campaign encourages women to wait for labor to begin on its own and health care providers to not schedule a delivery before at least 39 weeks of pregnancy, unless there is a medical necessity. Important development of the brain, lungs and other organs occur during the last weeks of pregnancy. Additional information is available at marchofdimes.org/39weeks.
Rising rates of scheduled inductions of labor and cesarean sections have been linked to increases in the rates of babies born just a few weeks too soon, between 34 and 36 weeks of pregnancy.
Cinemama was created in partnership with BBDO NY, March of Dimes’ pro bono agency. “We’re thrilled to have the opportunity to put our creativity to work for such a great cause,” said Troy Ruhanen, BBDO, Chairman and CEO BBDO, The Americas. Additionally, Uncorked provided digital production support; music was donated by Analogue Muse and digital PR strategy donated by Fanscape.