Pregnancy slideshows and videos are an emerging trend among soon-to-be parents because they provide a digital keepsake of pregnancies to share with loved ones and cherish in the future. Through CineMama, the March of Dimes will help women create their own version of this trend, while also providing important health information.
"CineMama is a fun way for us to reach women and let them know that healthy babies are worth the wait," Patricia Goldman, March of Dimes vice president and chief marketing officer, said in a prepared statement. "Moms-to-be will be rewarded with a complete video diary of their pregnancy when they use this app."
CineMama allows expectant moms to take and upload photos to the Web, turn the still images into a video and share it all via social media. CineMama also prompts users to records the ups and downs of their pregnancies, as well as important milestones in a diary that is easy to share.
Officials said that CineMama is an expansion of the Healthy Babies Are Worth the Wait Campaign, which aims to create public awareness about the importance of a full-term pregnancy. The campaign urges women to allow labor to begin on its own and for health care providers to not schedule deliveries before at least 39 weeks of pregnancy unless it is a medical necessity.
The app was created in partnership with BBDO NY, March of Dimes' pro bono agency. Uncorked provided digital production support; music was donated by Analogue Muse, and the digital PR strategy was donated by Fanscape.