The March of Dimes is leaving no stone unturned in its quest to curb rates of early elective deliveries. The White Plains, N.Y.-based not-for-profit has turned app developer with the release of CineMama, a free iPhone app marketed to expectant moms who are eager to document their ever-expanding physiques.
The app enables women to upload photos of their growing bellies and turn those still images into a time-lapsed video montage that can be shared on social networking sites like Facebook and Twitter. When women use the app, they receive regular health tips, including information about the benefits of allowing labor to begin naturally. App users are also urged to avoid scheduling deliveries before the 39th week of pregnancy without a medical indication.
In a news release, Patricia Goldman, March of Dimes vice president and chief marketing officer, called the app “a fun way for us to reach women and let them know that healthy babies are worth the wait.”