In the U.S. alone, one in nine babies is born prematurely every year, and the trend of electively scheduling births a little early is on the rise. Many women are unaware that nine months is not a full-term pregnancy and that babies need at least 39 weeks for their brain, lungs and other organs to fully develop.

To shift perception and combat this troubling trend, the March of Dimes, a nonprofit organization dedicated to helping women have healthy babies, came up with a plan: create a fun and engaging way to help expectant moms celebrate every week of their journey and see the extraordinary benefits of a full-term pregnancy.

With many women documenting their pregnancies online and using their smartphones as their primary camera, we saw a great opportunity. What if we could make them want to see their babies to term by making their ever-growing belly the star of a unique mobile experience?

CineMama is a one-of-a kind tool for expectant moms to make a fun, time-lapse video of their belly as it grows. Women simply set their due date and then take daily or weekly photos of their ever-expanding baby bump using our belly grid to help with positioning. After the little one is born, we encourage moms to add some flair to their movie with unique CineMama soundtracks and personalized credits.

Using the mother’s due date, the March of Dimes is also able to deliver helpful weekly tips that coincide with important moments in both the mom and the baby’s journey, while a pregnancy diary encourages moms to keep or share memories and milestones with loved ones via Facebook or the easy-to-use CineMama companion website.

The entire experience was created to celebrate each week and highlight the importance of letting labor begin on its own instead of rushing through the last few weeks with a pre-planned birth.

CineMama launched in November 2012 to coincide with World Prematurity Day. To date, it’s seen over 6,000 downloads from all over the globe – with little to no paid media. In addition to being a featured app on iTunes, the app was highlighted on CNN.com and received glowing reviews from countless mommy blogs.

Best of all, it helped spread the word about the March of Dimes “Healthy Babies are Worth the Wait” campaign, encouraging moms everywhere to bring more full-term babies into the world.