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The Bump, a leading multi-platform pregnancy and parenting brand, announced yesterday the launch of its Charity Registry Program, integrated across all

of its digital platforms. For the first time ever, moms-to-be will be able to register for select charities in addition to or in lieu of a traditional retail gift registry. At launch, Every Mother Counts, the nonprofit organization dedicated to making pregnancy and childbirth safe for every mother, will be the featured charity, with others to be added in the coming months.

With this first-of-its-kind program, powered by CrowdRise, moms-to-be can create a charity registry with Every Mother Counts, where friends and family can donate. Gift givers can also see specific examples of what their donation could provide to expectant moms around the world (e.g., $5 gives a mother a ride to a health facility in Uganda for prenatal care, delivery, or a postnatal visit).

"Whether first-, second- or third-time moms, we're finding that expectant women want to give back," said Rebecca Dolgin, editor in chief of The Bump. "We're thrilled to launch a charity registry concept in the pregnancy space that up until today has only been incorporated into wedding registries. With the startling fact that 289,000 girls and women die each year around the world due to pregnancy and childbirth related complications, we couldn't have chosen a better charity to support than Every Mother Counts."

"Every Mother Counts is always looking for creative ways to raise awareness about the need to improve maternal health to better ensure safe deliveries and link women around the world to critical maternity care," said Christy Turlington Burns, founder of Every Mother Counts. "We see this partnership with The Bump as the perfect opportunity to link moms not only to critical maternity care, but to one another as well. We are grateful to be the first charity partner for their newest baby registry feature. Together, we can make pregnancy and childbirth safe for every mother."

Expanding on the charity registry partnership, The Bump is declaring October as Bump It Forward month and providing moms with even more options to give back. During October, The Bump will give a donation to Every Mother Counts for each download of The Bump Pregnancy app for iPhone and Android and newly launched The Bump Baby app for iPhone. Moms will be able to support the organization through their download and by creating and managing a charity registry within the Pregnancy app.

Throughout Bump It Forward month, moms are also encouraged to share their best pregnancy and parenting advice for expectant and new moms on social media with the hashtag #BumpItForward. Celebrity moms Hilaria Baldwin, Ali Landry and Rosie Pope have already shown their support for the campaign by sharing their mom advice in social videos.

One hundred percent of the donations to Every Mother Counts made during Bump It Forward month and through the ongoing Charity Registry program will go directly to benefit programs that Every Mother Counts supports. These programs address three critical barriers to maternal health around the world: transportation, education, and supplies. For more information visit everymothercounts.org.

The Bump Pregnancy and The Bump Baby apps for iPhone are both available on the App Store, and The Bump Pregnancy app for Android is available on Google Play. Users who refer three friends within The Bump Pregnancy or Baby app will be entered for a chance to win a $2,000 gift card from Babies"R"Us.

Source: The Bump, thebump.com

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