By Alesandra Dubin

In the social media age, baby bump selfies reign as like-bait of the highest order. (Just ask celebrity fans of the format, like Tila Tequila.) It's also a fun and proud way to document a burgeoning belly from announcement through delivery. (That's me in the mirror, snapping a selfie ahead of my maternity shoot!)

In a new PSA, the March of Dimes is seizing on the popularity of the bump selfie trend to communicate its message about the importance of carrying pregnancies to full term whenever possible. The 30-second ad shows a slideshow of cute snaps women took of their profiles, from the early stages of barely-there bump to the large-and-in-charge last trimester—and then beyond, with a few shots at the end capturing new babies and moms together.

Meanwhile, a voiceover narrator says, "We understand your pregnancy is a beautiful thing and it gets more beautiful the longer you go. If your pregnancy is healthy, don't schedule your delivery until 39 weeks. Or wait for labor to begin on its own. Healthy babies are worth the wait."

The March of Dimes gathered the photos from among those taken by the 87,000 women who have downloaded the group's CineMama app, which lets moms-to-be create a video diary of their pregnancies (and get health info too). CineMama is part of the March of Dimes "Healthy Babies are Worth the Wait" awareness and education campaign underscoring the value in going to full term whenever not medically necessary to deliver earlier.

The campaign aims to educate women that full-term pregnancy is healthy for baby's brain development (a baby's brain at 35 weeks weighs only two-thirds of what it will weigh at 39 to 40 weeks, according to the group), and general overall health outcomes.

I'm loving the sweet, personal new PSA—and I learned something from watching it. How about you?

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Image courtesy of Alesandra Dubin



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