March of Dimes Offers New Resources for Pregnancy and Baby Health

New Medical Information, Media, and Marketing Benefit All Babies

WHITE PLAINS, N.Y., Jan. 15 /PRNewswire-USNewswire/ -- Faced with countless
resources on pregnancy and baby health, expectant moms -- initially overjoyed
-- can be left feeling overwhelmed. Now the March of Dimes makes it easier
than ever for moms to get the information they need.

"Moms today want reliable information about pregnancy and baby health in the
most convenient way possible," said Dr. Jennifer L. Howse, President of the
March of Dimes. "Instead of sifting through books, magazines and Web sites, we
hope moms will come to the March of Dimes first for their pregnancy and baby
health needs."

"We're offering new medical information, delivering it with new media, and
expanding our marketing efforts to champion the needs of all babies, and to be
a knowledgeable and reliable resource to all moms," Dr. Howse said.

Today the March of Dimes unveiled http://www.MarchofDimesBaby.org, a new
doorway to its Web site that allows visitors to quickly see the most
frequently asked questions and answers about pregnancy and baby health. To see
an online press kit, visit www.marchofdimes.com/aboutus/22663_28214.

New Medical Information

The March of Dimes helps pregnant women and new mothers make sense of the
latest medical and scientific research, whether it's how much weight to gain
during pregnancy or what type of seafood is safe for them to eat. Some
examples of information now available to moms from the March of Dimes include:

-- Answers to questions by email: Trained health information specialists in
the March of Dimes Pregnancy and Newborn Health Education Center answer
questions in both English and Spanish via email on pregnancy health and
nutrition, newborn screening, complications and risks, and many other topics.

-- 9 questions to help you get your 9 months: What questions should every
woman who is thinking about having a baby ask her health care provider before
she gets pregnant? The March of Dimes provides moms with a preconception
checklist and other valuable resources.

-- Newborn screening: The March of Dimes Web site is one of the only places
that moms can find up-to-date information about which newborn screening tests
are routinely provided by their state. This is potentially life-saving
information for a baby.

New Media

Finding new ways to reach today's modern moms, the March of Dimes also is
using various new media techniques:

-- Text messaging: The March of Dimes connects with expectant moms at their
convenience by sending out daily text messages in English and Spanish with a
healthy pregnancy tip.

-- Podcasts: Pregnancy and baby health information are available "on demand"
thanks to the March of Dimes Podcast series hosted by award-winning journalist
and March of Dimes volunteer Jane Clayson.

-- Online scrapbooking: "Every Baby Has a Story" is an integrated media
project celebrating babies. Visitors can create a virtual scrapbook containing
photos and videos about their baby that can be shared via e-mail or on social
networking sites.

New Marketing

The March of Dimes is also launching a new marketing campaign focused on the
health of all babies. Following is a snapshot of some of the new initiatives:

-- New look: A new March of Dimes logo and purple color scheme reflects a
modern image.

-- March for Babies: The March of Dimes has renamed its signature fundraising
event, WalkAmerica, to March for Babies. The new name makes a clear connection
to what the March of Dimes is all about -- the health of babies.

-- PSA campaign: Beginning this month, new print, TV, radio, and outdoor
public service announcements (PSAs) will communicate the March of Dimes goal
to work tirelessly toward the day when all babies are born healthy.

-- Folic acid: Working with the Grain Foods Foundation, the March of Dimes
has created a new "Folic Acid Seal for a Healthy Pregnancy" that is being
featured on food packages in retail stores to help women quickly and easily
identify breads and other grain products that contain at least 10 percent of
the recommended daily amount of folic acid, a B vitamin that can help prevent
certain birth defects.

Dr. Howse emphasized that the mission of the March of Dimes to prevent
premature birth and other serious threats to infant health has not changed.
"Premature birth is the leading cause of newborn death, and we are committed
to reducing its toll," Dr. Howse said. "By engaging more people in our
mission, and educating more pregnant women and moms about healthy babies, we
hope to reach that goal much sooner."

The March of Dimes is the leading nonprofit organization for pregnancy and
baby health. With chapters nationwide and its premier event, March for
Babies, the March of Dimes works to improve the health of babies. For the
latest resources and information, visit http://www.marchofdimes.com or
http://www.nacersano.org.

SOURCE March of Dimes

Robert Storace, +1-914-997-4622, rstorace@marchofdimes.com, Todd Dezen,
+1-914-997-4608, tdezen@marchofdimes.com, Elizabeth Lynch, +1-914-997-4286,
elynch@marchofdimes.com, all of March of Dimes