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2012Impact

R epoR t

204 • Impact Report | 2012

A letter from Christ y And erin

Dear Friends,

2012 has been quite a year for Every Mother Counts. Last December, we began the process to incorporate as a registered 501(c)3 nonprofit organization, a process we completed in April 2012. The time felt right to move on from our wonderful fiscal sponsors and friends at the New Venture Fund with whom we launched EMC in 2010, in order to grow as an organization and take forward our mission to reduce preventable maternal deaths globally. Since that time we have been building a community, scaling up our storytelling and finding unique ways to connect people to life-saving work on the ground. And in the past year, we’ve seen real momentum.

When Every Mother Counts was established in 2010, our goal was to reach as many people as possible to educate them about the challenges and successes around the world impacting safe birth outcomes. The global figures dropped once again this year going from 350,000 maternal deaths to 287,000. And while hundreds of thousands of girls and women continue to die around the world each year as a result of complications caused by pregnancy and childbirth, 90% of these deaths are known to be preventable. As mothers ourselves, it’s the last part of that sentence we know to be especially resonant to people across the country. We know that once given the facts, other mothers, and the people who love them will stand together and want to take this matter into their own hands.

Back in 2010, we saw an opportunity to make a significant difference by inviting broader participation from the public through the release of our documentary film, No WoMAN, No Cry. Through human storytelling,

we could help to promote strides taken toward achieving Millennium Development Goal #5- to improve maternal health and reduce maternal mortality by ¾ by 2015. In educating people about how far we’ve come, we can inspire our community to envision a world where pregnancy and childbirth can truly be safe for all moms. And in generating enough popular support, we could encourage policymakers to set policies and funding to prevent these needless deaths.

Our goal to build a community, introduce them to our issue and then offer meaningful ways to get involved and truly make a difference is ambitious, but that’s what it will take to move the needle in the right direction. What’s amazing is that progress is starting to happen and we know there’s no turning back.

This report provides an overview of what we’ve done together in 2012. Thank you for the investment of your time, energy and love, without all of which none of this would be possible. Together, we truly can make pregnancy and childbirth safe for all moms.

Sincerely,

C h r i s t y t u r l i n g t o n B u r n s e r i n t h o r n t o nFounder Executive Director


summAry

E very Mother Counts is an advocacy and mobilization campaign to increase education and support for

maternal mortality reduction globally. Every Mother Counts seeks to engage new audiences to better understand the challenges and the solutions while encouraging them to take action to improve the health and well being of girls and women worldwide.

After a year and a half of increasing awareness on maternal health, EMC identified two major gaps that formed the core of its mission for 2012. One of those was to make more people aware of global maternal mortality in a way that inspired them to take action. That meant we needed to leverage mainstream traditional and social media to reach audiences who had previously not been exposed to an issue that truly touches us all. We set out to form person-to-person connections to underscore how universal pregnancy and childbirth are and to communicate what works so we could convey just how solvable this issue is.

But what use is an educated community if you cannot help them to connect and get involved? That led to our second major task—driving action. We knew that if our community was inspired, we would need to offer them clear, simple and meaningful ways to get involved that kept their interest and allowed them to build on it.

In 2012 we started working towards realizing both of those goals. By April 2012, we had incorporated and received our 501(c)3 non profit status which has allowed us to dream bigger, and build an organization that is better equipped to fulfill our mission. For the purposes of this report, we have broken our major efforts into two categories, “reach” and “impact”:

2012 | Impact Report • 2

“r e A C h” focuses on all the activities we have undertaken to raise awareness and connect more individuals to our issue. We measure our success by the number of people newly aware of our issues, reading about it, talking about it and connecting with us on a regular basis. Some of the key metrics we use include:

• Newcontentcreatedtoexplainmaternalhealthinahuman,personalway• Morepublicawarenesscampaignsstructuredaroundmomentsintime(Mother’sDay,theNYCmarathon)

• Increasedonlineviewsofrelatedproductsincludingeducationmodules,PSAs,trailersandothervideos(2.9million)

• StoriessharedonlinethroughFacebook,ourownvirtualwall,ourblogandpart-nerefforts(890,451)

• Growthinourwebsitetraffic,socialmediaactivityonFacebook,Twitter,andouremaillist(totalfollowers46,542)

• ContinuedfilmscreeningattendanceforNoWoman,NoCry(4,053)• Continuedmediacoverageandfavorableimpressions(totalmediaimpressionsin2012reached945million)

“i m pA C t ” focuses on what we’re able to do as a community and tracks funds raised, events attended, grants awarded and even policy changes in communities where we have been especially active. Some key metrics used in this report include:

• SalesofvariousproductsthatbenefitEveryMotherCounts(1,047,337)• PhonescollectedtosupportHopePhones(3,322)• NumberofindividualswhohavewalkedorrunforEveryMotherCounts(officialracesorCharityMilesparticipants)(1,709)

• PetitionssignedthroughpartnershipwiththeInternationalMuseumofWomen(IMOW)(15,800)

• PeoplewhohaveattendedEMC-relatedeventsonmaternalhealth(1,317)• Individualswhohavemadeadirectdonation(2,495)• Dollarsraised($266,223throughindividualonlinedonations)

Above all, we are building a community of people who feel passionate about maternal health and committed to bringing about change for women everywhere. Our tagline, “Together we can make pregnancy and childbirth safe for all moms” speaks to our true mission. In addition to the metrics that are listed above, we measure success by listening to members of that community and their testimonials, several of whom are included in this report.


the yeAr in review

JANuArY:Campaign to fundraise for midwife Robin Lim in Indonesia, raised $17,062Trip to Haiti with PIH

FEbruArY:Launched cell phone drive with ONE Campus Challenge

MArCH:Trips to India, Uganda, ZambiaChristy served as a U.S. Delegate to the UN Commission on the Status of Women

APrIl:Received 501c3 status as a nonprofit charitable organization2012 Starbucks CD goes on sale

MAY:No Mothers Day campaignMPower Fundraising LunchMinted launchSpeak at ACOG Annual Conference

JuNE:Saving Mothers, Giving Life launched in Norway“Every Partner Counts”

JulY:“Summer of Sisterhood”

AuGuST:“Summer of Sisterhood”Hire Senior WriterFirst EMC Board meeting, Washington, DC

SEPTEMbEr:“Every Voice Counts”Present IMOW petition to UNAnnounce grant to Midwives for HaitiCTB honored as Condé Nast Traveler VisionaryHire new Partnerships Manager, Hire General Counsel


the yeAr in review

OCTObEr:“Every Girl Counts”Release “The Walk” film about distance as a barrierAnnounce grant to Baylor UgandaParticipate in Half the Sky campaignTracy Anderson DVD, ErgoBaby, Charity Miles, Oiselle partnerships launchHire Social Media Assistant and Program Assistant

NOvEMbEr:“Every Mile Counts”Team of 50 runners for NYC marathon (ultimately cancelled)Hire new Portfolio DirectorTravel to Uganda

DECEMbEr:“Every Season Counts”Launch Holiday Gift GuideMozilla Firefox Challenge to raise funds for “mama kits”Trust Women conference in London


reACh

What good is a campaign to improve maternal health if no one knows what that means, or

what the alternative can mean for women and their families? So many people think that maternal death is either a thing of the past or something that only happens to “other” people and goes hand-in-hand with poverty.

After conducting focus group research in the first quarter of 2012, we gained a better understanding of what many Americans think so that we could better educate and engage on maternal health. We learned that 60% of those polled would support Every Mother Counts even after only a cursory overview. We found that the fact that 90% of pregnancy and childbirth-related deaths can be prevented is highly motivational and that our audiences are in fact interested in making donations and being put to work.

These insights helped to inform our strategy for the second quarter of 2012. We worked quickly to create and provide new content through a human, person-to-person approach on maternal health while focusing on solvability. Through a thoughtful, strategic media outreach effort, we began to move the needle and enhance the visibility of maternal health and Every Mother Counts, bringing both the issue and the organization to the forefront.

n e w C o n t e n t A n d s t o r y t e l l i n gIn 2012, we introduced several new tools and approaches to provide new content. We launched our own blog and have been maintaining a substantive editorial calendar on the website. our approach is to come up with monthly themes that provide a lens through which we can focus our readers’ attention on different elements impacting maternal health outcomes and ultimately invite participation and drive action. our themes for the year are outlined below. Using this framework, we are currently blogging original content approximately 5-7 times per week and have


brought on board a wonderful writer (a former labor and delivery nurse who also writes a column for Fit Pregnancy magazine) to manage and drive the dialogue we are encouraging on the website.

“E v E r y Pa r t n E r C o u n t s (June) introduced our audience to the approach we take to build partnerships with all sorts of different players including individuals, corporations, NGos and institutions. Every day we featured a different partner and told the story of how we came together, how they were linked to the issue and how our partnership with them opened a new door for community involvement.

“s u m m E r o f s i s t E r h o o d ”(July and August) provided a lighter approach to exploring maternal health issues for summer. We tailored our outreach to things people do on their summer holidays and found creative ways to weave in maternal health stories and information. We:

• Featuredasummerreadinglist(allbooksthattouchedonwom-en’sissuesandmaternalhealth)

• ProvidedaQ&Awitheachauthor• Providedakitfororganizingalemonadestandwithyourkidstoraisefundsformaternalhealth

• Offered‘summercleaning’optionsforrecyclingorrepurposinghouseholditemsforotherwomen’suse

• Featuredlettersfromcampwhenkidstalkabouthowmuchthey’vemissedtheirmoms

• Tossedinsomeyogatipsandrecipesand• CreatedaguidetovolunteeropportunitiesonWorldHumanitar-ianDay.


“E v E r y v o i C E C o u n t s ” (September) coincided with all the NYC-based policy conversations taking place around maternal health during the United Nations General Assembly and Clinton Global Initiative. We invited people to write their own blogs about their experiences. We teamed up with Heather Armstrong (www.dooce.com) to provide 8 tips for how to write a good blog. We also did a final push on the petition we devised with the International Museum of Women (IMOW), which Christy handed to the Assistant Secretary General of the UN.

“E v E r y G i r l C o u n t s ” (October) coincided with the first “International Day of the Girl” on October 11. Many victims of maternal death are young women whose bodies are not yet fully developed and ready to carry and deliver a child. We did a photo contest called “Let Girls be Girls” and asked readers and supporters to provide pictures of girls doing what they should be doing between ages 10-18 rather than what they are doing (getting married) in so many places. We focused on child marriage and did a Google hangout with the Girls Not Brides coalition. We also blogged about girls education, programs that are working to teach girls life skills, female genital cutting and other issues that deeply impact girls lives and women’s health and contributed to a Gates Foundation/Women Deliver campaign to highlight youth voices on contraception.

“E v E r y m i l E C o u n t s ” (November) focused on distance as a barrier. We provided content to explain the barrier, highlighted our own marathon efforts, invited followers to run or walk their own 5k events in solidarity and to download an app that allows them to raise funds by running or walking. We also created a 60 second film called “The Walk” that explains how distance is a significant barrier for women attempting to access critical healthcare.


“E v E r y s E a s o n C o u n t s ” (December) focused on the holidays and encouraged viewers to reflect on celebrations around the world. We generated content on how some of our partners celebrate and provided

opportunities to give gifts that give back through our holiday gift guide or by donating a “mama kit” of essential delivery supplies.

o t h e r o n l i n e C o n t e n tIn addition to the above, we have conducted four international trips this year, which have generated content for our readers as well.

• InJanuary,ChristyandErintravelledtoHaitiwithPartnersinHealthandcreat-eda5-partblogseriesaboutmaternalhealthinHaiti.

• InMarch,ChristytravelledtoIndiawiththeHarvardSchoolofPublicHealthandbloggedabouthertravels.

• AlsoinMarch,ErintravelledtougandaandZambiawithSavingMothersGivinglife(SMGl)andbloggedabouthertravels.

• InNovember,Christy,ErinandournewPortfolioDirector,Jessicabowers,re-turnedtougandawithSMGlpartners,toevaluatetheirtransportationvoucherprogramanddocumentitsimpact.Theycollaboratedonaseriesofblogsexplor-ingprogressunderSMGlandthevoucherprograminparticular.

We also continue to invite guest blogging on our site. We are regularly inviting submissions from people on their travels in the section we call “Tales from the Field.” We have featured incredible first hand accounts from care providers who have travelled overseas, as well as victims of violence and their families. We also have continued to promote our virtual wall on the site, which invites and features storytelling submissions. As of December 14, we received 89 original submissions through the V-wall in 2012 and welcomed 53 guest bloggers to our site.


p u B l i C AwA r e n e s s C A m pA i g n sThis year we launched two distinct campaigns tied to calendar events.

in may 2012:• Weco-createdashortfilmwithCHI&Partnerscalled“NOMOTHErSDAY,”whichfocusedonMother’sDayasahooktoeducatepeopleabouttheissueofmaternalmortality.DirectedbyfilmmakerEdwardburns,theshortfilmandcampaigncalledonpeopletoimaginetheworldwithouttheirmother,onthedaywhenpeoplethinkaboutmothersthemost,insolidaritywithmothersatriskaroundtheworld.Thevideohasbeenviewedbymorethan1.7milliontodate.

• WecreatedaFacebookpagetodriveactionsandtracked7,300peoplewhoparticipatedinNMDthroughFacebook.Wesecuredprobonomediaspace(includingearnedmediaonmajoroutletsandabillboardinTimesSquarethroughClearChannelandbannerspaceonvariouswebsites).Inaddition,wepurchasedpaidadvertisingspaceononlinechannelsandinNYCtaxicabsfortheweekofMother’sDay(onthein-taxicabTvs).

in october/november, 2012: • WecreatedanotherfilmwithCHI&Partnerscalled,“TheWalk”whichfocusesondistanceasabarriertomaternalhealth.Ononesideofthescreen,the60-secondpieceshowsalaboringwomanwalkinginSub-SaharanAfricatogettoabirthcenterwhereshecandeliver.OntheothersideofthescreenyouseeanAmericanwomanbeingdrivenbyherhusbandtohernearbyhospitalandalltheothercomfortssomanywomenhaveaccesstowhentheygothroughthesamephysiologicexperience.ThespotlaunchedonlineintheleaduptotheNYCmarathononOctober26thandwasslatedtobesharedonAbCtelevisionduringtheactualcoverageofthemarathononNovember4th.However,wecancelledthetelevisiontimeoncethemarathonwascancelledintheaftermathofhurricaneSandy.

• InadditiontothemediacoverageandfundraisinggeneratedthroughTeamEMC’s50runnerswhowereenteredtoruntheNewYorkCitymarathonitself(whichyielded$185,347),weinvitedotherstojoinusacrossthecountrytowalkorruna5k.Wealsobeganbuildingteamsforotherracesasdetailedinthe“running”sectionunder“Impact”.

runwithusThis November 4th, Every Mother Counts will have 50 people running the ING NYC Marathon to raise

awareness and funds to support maternal health worldwide.We're asking you to join us with your own 5k walk or run.

Why 5k?5 Kilometers is less than the average distance a pregnant woman in the developing world must travel -often on foot- to receive the basic health care she needs to deliver her baby. By running or walking with EMC, you’ll help us raise awareness and/or funds to help overcome this simple but devastating barrier.

How to join:Grab your friends and go for a 5K walk/run on November 4.

Make a sign & tell friends on social media about your efforts.

RUN or WALK 5k to IMPROVE MATERNAL HEALTH

Have friends and family sponsor your run by making donations at crowdrise.com/TeamEMC5k

Share your photos and stories with Every Mother Counts at facebook.com/everymothercounts or by email [email protected]

Purchase the EMC team shirt from Oiselle.com, EMC’s official athletic apparel sponsor.40% of the proceeds will go to EMC.

100% of the funds raised will go to programs that help womenovercome transportation barriers to accessing the care they need.

Download the free Charity Miles app at charitymiles.org and every time you run or walk you can raise $0.25 per mile for EMC.

http://www.youtube.com/watch%253Fv%253Dx0w669fZBH8%2526list%253DUUDxbJzXvx-m2Sx9Q0vjqHvA%2526index%253D4%2526feature%253Dplcp


At other times during the year we also participated in campaigns run by partner organizations:

• InOctoberwetookpartinthescreeningeventsassociatedwithHalftheSky,theNickKristofandSherylWu-dunnfilmthatairedonPbS.ChristyprovidedaninterviewandEMCwasoneofthepartnerorganizationstowhichindividualscoulddonate.

• InDecemberwesignedupfortheCrowdriseMozillaFirefoxChallengewhereweaimtoraisefundsfromthegeneralpublic.Wedirectedresourcestopurchase“mamakits”ofessentialdeliverysuppliesformothersinuganda.

C A s e s t u d y : No Mothers Day

t he media coverage Every Mother Counts received during the first half of 2012 established a steady drumbeat of publicity. It

elevated awareness surrounding the organization and our mission leading up to Mother’s Day, a key media moment for EMC. In the particularly noisy time of year leading up to this day, we launched the “No Mothers Day” campaign, encouraging mothers to “disappear” for the day, out of solidarity with those who needlessly die in pregnancy and childbirth. This effort to raise awareness and generate discussion effectively broke through the normal media clutter and marked a pivotal moment for EMC.

The campaign was one of the more successful initiatives in generating significant media. Mothers Day press garnered hundreds of millions of impressions, with hits on national broadcast, online and print outlets including The Today Show, CNN Starting Point, Associated Press, Time Magazine, Vogue, Huffington Post, AOL, Yahoo, Forbes and more.The stories certainly struck a chord with consumers as evidenced by the large social media buzz and high online interaction with the stories. While the media impressions

are approximate and based on general numbers, some specific highlights we were able to track include:

• todAy moms:Generatedroughly150,000pageviews,480commentsandalmost10,000votesontheironlinepoll.

• forBes:TheGlobalSocialChangecolumnbyrahimKananithatfocusedonNoMothersDaywassharedover1000times,andhispersonaltweetwassharedover500times.

• soCiAl mediA:basedonwhatwecanseefromTopsy(asocialmediamonitoringsite)almost3,000tweetsaboutthecampaignwerepostedatthetime.


t r A d i t i o n A l m e d i AThrough key campaigns (No Mothers Day, 5k/marathons) and the over arching topic of maternal health, we created a deep global dialogue that continues to grow each day. The team garnered coverage from traditional and mainstream media across a number of outlets throughout the year, successfully achieving a breadth and depth of reach that connected the organization with a responsive and influential audience across the nation and beyond. We tapped into a variety of opportunities to report on maternal health ranging from women’s lifestyle websites to influential broadcast news programs and more. We also took an even more concentrated approach this year, laser targeting the mom-blogger and running communities to ensure we blanket the nation and create key media ambassadors for our mission.

From the level of national and regional press coverage we achieved, 2012 was a big year to establish EMC as an impactful organization that informs the public about maternal mortality problems and solutions and inspires widespread action to reverse tragic statistics.

A full list of media hits is attached to this report, but a few notable features include cover stories of DuJour, Capitol File and Natural Health magazines, segments on the “Today” show, a CNN sit down with Anderson Cooper, articles in People magazine and Fast Company (Christy T. Burn- Top 10 Influencers to Use Social Media to Impact Their Cause), a profile in Condé Nast Traveler U.S. and Italy, Runners World, Associated Press, Women’s Wear Daily and others. totAl mediA impressions

for the yeAr peAked At 945,390,157.

e v e r ym o t h e r C o u n t s .o r g& s o C i A l m e d i AA large share of our communications outreach takes place through online platforms. In 2012, 142,159 unique users from 195 different countries visited the www.everymothercounts.org website, averaging about 390 visitors a day. This total

Photo Credit : CNN

http://www.everymothercounts.org/


represents an 18% increase over 2011 website traffic. To improve the experience, we decided to upgrade our existing website to prepare for the Mother’s Day public engagement push. We re-launched our website in time for the No Mothers Day campaign with a revised “Take Action” page, a revised homepage, a new blog, a new partners page, a new “About Us” page and new spotlight space. We are currently in the midst of Phase 2 of the redesign, which includes a secondary navigation option, a revised “Issue” page, a revised “Progress” page, a new Press page and a series of maternal health data maps.

In 2012, Every Mother Counts doubled its presence on Facebook and Twitter. As of December of this year EMC had 28,278 Facebook Fans and 6,915 Twitter followers. We more than doubled our YouTube viewership. The newest social media venture for Every Mother Counts has been joining Instagram.

• EachdayEMCsharesbetweenthreeandsixposts(originalcontentandsharesfromotherwebsites)onourFacebookpage,whileinreturnanaverageof146storiesperdayareshared/createdaboutEMC.

• OurTwitteraccounthasproduced1,746Tweetstodate,averagingsixtweetsaday.Otherstweetatoraboutusanaverageof30timesperday.

• In2011ourpresenceonYouTubeconsistedof16filmswithatotalof681,371views.Thisyear,withouraddedvideos,aswellasthemanyinterviewsandonlinediscussionsfeaturingChristy,thetotalnumberofviewsforfilmsrelatedtoEveryMotherCountsis1,414,823.

In addition to EMC’s official social media accounts, our founder, Christy Turlington Burns, leverages her personal accounts for Every Mother Counts as well. Christy maintains a Twitter following of over 84,518 people and has 9,626 Facebook fans. Her presence on social media networks has been outstanding and not without notice. In November Fast Company came out with a list of the top 10 Social Media Mavens and Christy was named one of them. The series highlights ten people who have innovated the use of social media for the greater good. Christy’s article was featured on December 5, 2012.

m e d i A pA r t n e r s h i p s While a large part of our media relationships are focused on editorial placements through proactive and reactive pitching, we have started to test the waters with strategic partnerships with key media properties to further enhance our message with consumers. For example, during this year’s No Mothers Day Campaign, companies like Clear Channel, Babble and Baby Center provided advertising space for EMC to distribute our PSA. Following that success, we started to work more closely with

http://www.fastcoexist.com/1681024/how-christy-turlington-is-using-her-star-power-to-help-mothers-around-the-worlddelete


Blog Her – the largest network of parenting blogs - to advertise the EMC message across their network specifically tied to our Summer of Sisterhood campaign and then our Holiday Gift Guide.

Huffington Post continues to remain an instrumental partner. Within the last year we have locked in contributor roles for our executive director Erin Thornton and founder Christy Turlington Burns to regularly upload content to their recently launched Global Motherhood section. Babble has selected Every Mother Counts & Christy to be part of their “Babble Cares” program, which will be an ongoing platform to publish content relevant to maternal health and the organizations and experiences that raise awareness for the issue. We continue to stay close with Heather Armstrong of Dooce, who was one of our first media partners. This year she guided us through our blog strategy and provided tips to ensure we were creating content that would engage our community regularly.

We also partnered with MTV’s tr3s channel. Our first campaign with them was this summer and the network ran safe pregnancy trivia and tips provided by Every Mother Counts on two of their shows, Quiero Mi Baby and MTV Latin America’s 16 & Pregnant.

We will take the best practices from this year and continue to strengthen these partnerships and grow our media relationships to create even more visibility for EMC.

n g o pA r t n e r s h i p sEMC is eager to serve as a resource for and a partner of the many other NGOs working on maternal health. We firmly believe that groups must all work together on this issue and that advocacy should never be a competitive sport. We have worked to open our doors to various organizations, inviting them to coordinate maternal health campaigns with us so we can promote their efforts and incorporate their work into our monthly calendar. This year, we have promoted:

•TheInternationalMuseumofWomen’spetitionandonlinegallery• ONE’scampuschallenge,• CArE’st-shirtdesigncontest,•TheGatesFoundationandWomenDeliver’scampaignonyouthvoicesoncon-traception,

• HalftheSky’sdocumentary,• ACOG’sannualconference(providing‘badges’forphysicianstodownload)• AndshinedaspotlightonPartnersinHealthandtheirworkinHaiti.


impACt

Once we reach individuals and they become aware of maternal health as an issue, we hope they

want to get involved. If they do, we want to be a go-to resource for facilitating that engagement. We don’t just mean creating things for them to do for the fun of it. We want to present meaningful yet engaging opportunities for action that truly connect people to solutions.

We set a target of driving 5 million actions on maternal health in 2012 and have surpassed that goal with a total of 5.2 million actions. That 5 million actions goal initially started as our target for 2012 through 2015, but our success in the first few months of the year led us to set our sights higher and we reset the goal to reach it in just one year. By design, the actions are diverse and ever changing. Some of the key actions we focused attention on in 2012 included the following:

• SalesofvariousproductsthatbenefitEveryMotherCounts(1,047,337)• PhonescollectedtosupportHopePhones(3,322)• NumberofindividualswhohavewalkedorrunforEveryMotherCounts(officialracesorCharityMilesparticipants)(1,709)

• PetitionssignedthroughpartnershipwiththeInternationalMuseumofWomen(IMOW)(15,800)

• Peoplewhohaveattendedrelatedeventsonmaternalhealth(1,317)• Individualswhohavemadeadirectdonation(2,495)• Dollarsraised($266,223throughindividualonlinedonations)• Storiesshared(890,451)• Filmsviewed(2.9million)

Many of the above actions generate donations. We have initiated a small grants program to invest these dollars in effective programs around the world that are making a difference. Our goal is to maintain a small


portfolio of grants that are spread all around the world. We even hope to have one here in the U.S. given that the U.S. ranks 50th in the world in terms of maternal health. We also plan to invest in a variety of interventions that address the major barriers to improved maternal health. In 2012, we named three grants: one in Indonesia, one in Uganda and one in Haiti which are described in the grants section on page 20.

w h At d o e s A C t i o n m e A n f o r e m C ?Here are some of the ways we have invited engagement from ourcommunity:

h o p e p h o n e s—Hope Phones is an organization that encourages individuals to donate their used cell phones. These phones are then recycled and the proceeds from recycling are used to purchase new phones on the local market for health workers. In 2012 we continued to support a cell phone drive with George Washington University alongside the Million Moms Challenge, which has yielded approximately 2,000 phones. In addition, we partnered with the ONE Campus Challenge to collect phones for Kenya, which yielded 1,322 phones. In total, we’ve collected 3,322 phones.

r u n n i n g—In 2012 we built on our 2011 NYC marathon experience. In total, EMC was represented at races across the country including those in Miami, Albany (GA), New York City, Edinburgh (Scotland), Portland, Chicago, Newport, Philadelphia, Los Angeles, and Seattle. one runner, Carey Socol, who committed to run 50 marathons in 50 states by the time she turns 50, is now running each race on behalf of EMC and completed 4 of these in 2012. We have encouraged 5ks and even daily walks for EMC through Charity Miles. Charity Miles alone has logged 12,888 miles completed for EMC

fundraising through 1,623 participants. In total, we’ve had 1,709 runs for EMC for a total of 13,944 miles.

p e t i t i o n—In 2012 we partnered with the International Museum of Women on a petition campaign. The petition language was simple and encouraged global policymakers to support maternal health. In total we generated 15,800 signatories (beating our target of 10,000). Christy presented the petition to Robert Orr, the Assistant Secretary General at the United Nations.


d o n At i o n s—We encourage donations in two ways. We run specific fundraising campaigns for events/moments in time through our Crowdrise page and we also welcome direct donations on our website. As of December 13, 2012, we have raised a total of $216,320 through Crowdrise donations in 2012 (with $185,347 of that total through the NYC marathon effort). In addition, 323 individuals made donations on our website worth $49,903. In total, we have recorded 2,495 individual donations totaling $266,223.

e v e n t s—We participated in a wide array of launch events for corporate partnerships (such as Minted, Tracey Anderson and Ergobaby) and Christy spoke at a variety of gatherings as well. In total, Christy and/or Erin represented EMC at more than 39 official events in 2012 as detailed in appendix 2. In addition, we have tracked individuals who have participated in EMC-related events such as our MPower lunch, those who hosted lemonade stands this summer, a chili cookoff for maternal health, people who participated in an online Google Hangout, etc. The

total number of people participating in such events reached 1,317 people.

p r i vAt e s e C t o r pA r t n e r s h i p sIn 2012, EMC worked with over 20 new corporate partners in addition to our 5 existing partners that carried over from 2011 for a total of 25 partnerships. New partnership opportunities arise every day and enthusiasm from companies interested in supporting us continues to grow. Each corporate partnership is structured with two goals in mind: to educate new communities about the issue and to raise funds to support our implementing programs.

Many of our corporate partnerships feature products that have been designed exclusively for Every Mother Counts and a portion of proceeds is donated directly to us. others built on existing products or campaigns to incorporate Every Mother Counts messaging. Examples include:

• Theco-createdStarbucksmusicEMC2012compilationCD

• Aco-createdErgobabycollection• AOiselle/EMCcapsulecollectionofrunningapparel

• AnESPrIT-designed,EMC-inspired“CountMeIn!”charitytee


In addition to these partnerships, we also launched product collaborations with brands such as Minted, Tracy Anderson Method, Roberta Freymann, and Henry & Belle, among others.

In addition to product partnerships, we have started building collaborations with the running community. It’s a natural fit between our marathon activities and the reality that distance is one of the major barriers to care. We are working with Charity Miles, a smartphone app that enables users to raise 25 cents per mile for EMC every time they run or walk, or 10 cents per mile when they bike. We’re currently seeing between 800-900 individuals support EMC through Charity Miles each month. We also recently announced a partnership as ZOOMA Women’s Race Series’ national charity partner for 2013. As ZOOMA’s official national charity partner, ZOOMA’s 8,000+ runners will be able to fundraise for EMC.

Overall, we’ve found that companies in the wellness, baby and motherhood spaces are best aligned with our target audiences and most receptive to our messaging.

t e s t i m o n i A l s

sAlly Bergesen,oIselle Ceo & eMC paRtneRAs EMC grows larger and gains momentum, we believe strongly in the importance of personal relationships and serendipitous connections. one of our exciting partnerships this year, with the women’s running apparel line oiselle, originated when Sally, oiselle’s CEo, noticed that Christy and Erin were in Seattle for a meeting with the Gates Foundation and tweeted them an invitation to meet up

for a run. As Sally describes, “I knew Christy had run the NYC Marathon to raise funds for EMC last year…I invited her and Erin to join Oiselle on our long run the next day. She kindly replied that they were flying out that evening, and wouldn’t be able to, but ‘thanks’…I asked her about training, and whether EMC had an apparel sponsor. Several messages later, I was driving to her hotel to discuss the NyC marathon and a potential partnership.”

The EMC Oiselle collection, which launched in September, includes men’s and women’s tees, a hoodie, arm warmers, and a drawcord backpack. Oiselle is donating 40% of proceeds from sales of the line to EMC, and was the official apparel sponsor for EMC’s New York marathon


team this year. The Oiselle team also ran in the Seattle Half Marathon for EMC in November.

As Sally says, “We’re thrilled to be on board. Working with EMC on this issue of maternal mortality has been so inspiring for Oiselle. There’s so much progress to be made and we are honored to be a part of that progress. We’re really looking forward to continuing to support Every Mother Counts and furthering our partnership in 2013!”

gene gurkoff, ChaRIt y MIles foundeR & eMC paRtneR(November 2012)We’re always looking for different ways to get our audiences involved. We truly believe that monetary donations aren’t the only way our community can help make a difference in maternal health. People can use their voices, run, and volunteer, but what else? When we found out about Charity Miles, an app that enables users to log miles they run,

walk, or bike, and in return donate 25 cents per mile (10 cents for bikers), we were thrilled.

We announced our partnership with Charity Miles in october, and have been excited to see the number of people who are inspired by our cause and running on behalf of EMC. To date, 1,623 users have run 12,888 miles in support of EMC.

As Gene describes, “In getting to know EMC, I have been quite sobered to learn how far women around the world often need to walk just to seek basic care when they’re pregnant and in labor. It’s such a powerful message, especially when you realize that this is all preventable. I think that’s why the Charity Miles community has really taken to EMC when they use our app and choose the charity they want to support. I read about Erin’s observations when she visited EMC’s grantee in Uganda. I was excited to read about the improvements made and how facilities EMC is supporting have cut pregnancy-related deaths this year. It all goes to show what a great organization EMC is.”


e v e r y m o t h e r C o u n t s C o r p o r At e pA r t n e r s 2012 1l o v e .o r gA l i g n yoC h A r i t y m i l e sd w e l l s t u d i oe r g o B A B ye s p r i th At C h (ongoing since 2011)h e n r y & B e l l ei t ’s A m i r A C l e m At e r n i t yJ e n n i f e r f i s h e r J e w e l r y (ongoing since 2011)l i f e wAy k e f i r (ongoing since 2011)m i n t e do i s e l l epA J A m A C o m pA n y (ongoing since 2011)p u r p l e l e Av e s , r e d C h e r r i e sr e C r i Br e s i d e n t s u n d e r s t o o dr o B e r tA f r e ym A n ns tA r B u C k s (ongoing since 2011)s u s A n h A n o v e rt h e o d o r A & C A l lu mt r A C y A n d e r s o n m e t h o dyo g A v i d AZ o o m A w o m e n’s r A C e s e r i e sZ y n g A


g r A n t sOnce we received our 501(c)3 non profit status, Every Mother Counts began the process of identifying programs we could support to further our mission to educate the public about challenges and solutions as well as to offer opportunities to directly engage with communities around the world. We seek programs that cover the breadth of maternal health barriers, show an established track record of impact, make plans and commitments for sustainability and local ownership and programs that are similarly committed to connecting with women in the U.S. through storytelling and regular reporting.

We are committed to ensuring that 100% of what we raise from the public and through our private sector partnerships will be donated to these programs. We will continue to pursue grant financing from private donors to support the campaign so those costs as well as overhead will not be deducted from these funds. The three grants issued in 2012 are detailed below:

Bumi sehat (Januar y 2012)In January 2012, EMC awarded a $17,062 grant to Bumi Sehat, a non-profit, village-based organization in Bali, Indonesia. EMC raised the funds entirely from individual donations made through the Mozilla Firefox Challenge on Crowdrise in December 2011. Every dollar raised went to support the building of Bumi Sehat’s new clinic in Indonesia.

Bumi Sehat was founded in 1995 by midwife and 2011 CNN Hero, Robin Lim. The mission of Bumi Sehat is to reduce maternal and child mortality and to support the health of the communities in which they work. Bumi Sehat provides a full range of obstetric and midwifery care, as well as general health services, and educational and environmental programs for the community.


Plans for the new clinic will be posted on Bumi Sehat’s website in early 2013, and EMC will continue to provide updates on planning and construction as they progress.

midwives for hait i (september 2012)Following our trip to Haiti last January we knew we wanted to find a way to support mothers in that region, which ranks among the top of Maternal Mortality Rates in Latin America and the Caribbean.

In September 2012, Every Mother Counts and Midwives for Haiti teamed up to increase the number of midwives available to assist pregnant women in Haiti. Midwives for Haiti trains Haitian women

midwifery skills to equip them to deliver safely. Because of a lack of skilled care, Haitian women die in childbirth at alarming rates. By training Haitian women to provide skilled birth assistance to women in their own communities, Midwives for Haiti is saving mothers’ lives, expanding women’s job skills and economic development and empowering women to improve the health of their communities. That’s why Every Mother Counts is providing a grant of $54,000 to Midwives for Haiti to train 15 midwives beginning in January 2013. The interview process has been a great success with a record 81 women applying for these 15 spots. We look forward to meeting the 15 finalists in the coming weeks.

“Our partnership with EMC comes at a critical point in the organizational development of Midwives for Haiti,” said Terrie Glass, Board Chair and Strategic Coordinator, Midwives for Haiti. “In providing support for our core programmatic function, this grant will directly add to the impact of our program. We are long time admirers of EMC’s work and thrilled to be a part of their efforts to close the loop between advocacy and implementation.”

Baylor uganda (october 2012)Every Mother Counts and Baylor College of Medicine Children’s Foundation Uganda (Baylor Uganda) have partnered to support life-saving measures on the ground. Baylor Uganda’s grant of $41,146 provides transport vouchers for women in Uganda so they can reach health facilities. With the provision of approximately 13,500 transport vouchers, EMC’s support of Baylor Uganda breaks down one of the biggest barriers millions of women across the globe struggle to overcome when they need to reach a skilled provider during pregnancy or childbirth – distance. Many women around the world have to walk a minimum of 5 kilometers,


and often much farther, just to seek basic care, even during labor. This investment in Baylor Uganda also supports the goals of the Saving Mothers, Giving Life partnership, for which EMC serves as a founding partner.

“This partnership with EMC is exciting news for Baylor Uganda and motivates me and our team to strive even harder to reduce the suffering of families because of a woman’s death from childbirth,” said Baylor Uganda Executive Director Dr. Adeodata Kekitiinwa. “The current maternal mortality rate of 438/100,000 is unacceptably high. This grant helps address one of the key barriers – transport – that forces women to deliver in their homes without being assisted by a trained health worker. As most deaths of women occur during the first 24 hours around birth, by assisting women to reach and deliver in health facilities I am optimistic that we will reduce these unnecessary deaths.”

t e s t i m o n i A l : B Ay l o r-u g A n d A v o u C h e r s y s t e m t o r e d u C eo B s t e t r i C d e l Ay s i n w e s t e r n u g A n d A

“I bought the voucher at 1,000 Uganda shillings (about 40 cents USD) from one of the community members in my village. I didn’t know that this was going to save me and my baby…though I have been operated – I now have my baby. Baylor-Uganda has done me good, I am grateful to Baylor-Uganda”

–nyAkAisiki rose,buheesivillage , Kabarole District

As a young expectant mother with few resources, living in a remote village in western Uganda, Nyakaisiki Rose was worried not just about being a first-time mom, but also about how she would pay for her transport costs and hospital bills. Lack of transport to a health facility is one of the key contributing factors to maternal and newborn death and disability. Many pregnant women in rural communities face delays in reaching a health facility in time, resulting in health

complications for them and their babies, and too often the death of one or both.

To reduce these delays and help ensure that more pregnant women deliver in a health facility and avert potential complications, Every Mother Counts is supporting Baylor-Uganda’s Boda for Mothers program. Under the program, pregnant women can buy a voucher from a Village Health Team (VHT) member for a small fee in exchange for a boda (motorcycle)

Baylor-Ugandaboda boda riders


ride to a health facility of their choosing and, if needed, then be referred to a facility that can offer emergency care.

rose heard about the Boda for Mothers voucher system from a VHT in her community. She saved up some money and purchased a voucher. When she went into labor in October, she called one of the program’s boda cyclists to take her to the nearest health facility, in Buheesi. There, the health worker told Rose that she would require a caesarean, and referred her to Virika Hospital, about 25 km (15 miles) away. Once there, Rose safely delivered her baby girl. rose is one of the nearly 5,000 mothers who have benefitted from a Boda for Mothers voucher since the program began.

Nyakaisiki Rose with her baby gir l , Medical Superintendent Dr. Sr. Prisci l la Businge, and midwife, at Vir ikaHospital (October 2012) .


s av i n G m ot h E r s , G i v i n G l i f E (s m G l )In June 2012, Every Mother Counts joined the U.S. Government, Merck for Mothers, the Government of Norway, and the American College of obstetricians and Gynecologists to launch the Saving Mothers, Giving

Life (SMGL) partnership. Together, we set an ambitious goal to reduce maternal deaths by up to 50% in eight districts in Uganda and Zambia, which all had alarmingly high maternal mortality rates.

There have been many efforts to reduce maternal health in the past, but what made this initiative different and appealing to EMC was the broad partnership involved, the district leadership engagement and the opportunity this partnership provided to leverage infrastructure built to fight HIV/AIDS to simultaneously scale up maternal health services. While EMC remains committed to the full continuum of care required to improve maternal health (from family planning forward), Saving Mothers is specifically focused on the first 24 hours after birth – the period when two out of every three maternal deaths and 45% of newborn deaths occur.

Sav ing Mothers , Giv ing Life in UgandaIn March and November of 2012, EMC traveled with SMGL partners to the four pilot districts of Kabarole, Kamwenge, Kibaale, and Kyenjojo to get a firsthand look at the impact of the initiative. SMGL aims to cut Uganda’s maternal mortality rate of 435 deaths per 100,000 live births to 130 per 100,000 live births by 2015. Key strategies include:

1. Increasing access to care byinvestingintransportation,providingvouchersfortransport,prenatalvisitsanddelivery,andupgradingfacilitiestoprovidecomprehensiveandemer-gencycare.

2. Improving the quality of service bystrengtheningvillagehealthteams;increasingthenum-beroftrainedstaffandmidwivesandensuringservicesarepatient-friendly.

3. Increasing demand for and use of services by trainingvillagehealthteamstoworkintheircommunitiesconductingeducationandoutreach,creatingdemandandensuringuptakeofservicesandbyenlistingcommunityleadersandusingradiospots,billboards,andothermassmediatoraiseawareness.

4. Improving health systems byimprovingsystem-widecommunications,datacollection,andreferralsystems.

While the data is preliminary, early results since the initiative began are impressive. Maternal and infant mortality rates have decreased, and the following key indicators are seeing significant increases: proportion of women giving birth in a facility; number of women able to receive much-needed emergency obstetric care; number of women attending antenatal visits; testing and treatment of HIV, including prevention of mother to child transmission (PMTCT); and number of immunizations given.

Every Mother Counts is proud of its partnership with SMGL and looks forward to what lays ahead in 2013.


C o u n t r y i m pA C t u p d At e sWe’re continuing to see impact in the countries we featured in No WoMAN, No Cry, the documentary. the profile countries since the film debuted in 2010.

g u A t e m A l A —by dee redwine, Director of Latin American Programs for Planned Parenthood Federation of America

The Guatemala Ministry of Health approved two important policy documents in the last two years.

1. The Legal Guidance on Sexual and Reproductive Health, in coordination with the Ministry of Health’s National Reproductive Health Program. A truly groundbreaking document, it brings together all aspects of Guatemalan law that pertain to the provision of

sexual and reproductive health, including international commitments and agreements that the Guatemalan government has signed. It is a progressive document that provides concrete guidance to MOH staff about their legal obligations and responsibilities, and it directly addresses issues of women’s rights, autonomy, confidentiality, and cultural appropriateness.

2. The Guatemala Ministry of Health, with technical support from PP Global and our partners, approved and published comprehensive abortion guidelines, entitled “Guide for Integrated Care of First and Second Trimester Hemorrhage and Post-Abortion Care, First Edition 2011.” In this groundbreaking document, the Guatemalan government has committed to providing high-quality care for women, from a human rights perspective. Going beyond simple clinical protocols, the document also makes very clear the ethical and legal obligations of health care providers. It also refers to the consultation recently conducted in Guatemala by the UN Special Rapporteur to the Right to Health, and his specific recommendations about reducing the impact of unsafe abortion.

There has also been increased attention paid to the situation of maternal mortality in the country led by the Reproductive Health observatory, with special emphasis on pregnant teens and adolescents. Specifically, a new maternal health commission has been organized by health and budgetary authorities in order to analyze maternal deaths, with an emphasis on adolescents, in order to define the actions needed to prevent similar deaths in the future. In response, journalists and newspaper editors have increased coverage on this topic and generated public discussion around adolescent pregnancy. Dozens of articles have already been published thus far this year. These activities are helping to highlight


the need for public policies that prevent unwanted pregnancies among adolescents. Also related to this effort, for the first time ever, the national gynecology conference dedicated a track to sexual and reproductive health focusing on violence against women and adolescent pregnancy.

t h e u n i t e d s t A t e s —by Jennie Joseph lm, CPM, Midwife / Executive Director of Commonsense Childbirth Inc.

In the past couple of years there has been growing attention focused on the plight of women at risk for poor birth outcomes in the United States. The impact of Every Mother Counts and their concerted efforts to address the issue of domestic maternal morbidity and mortality has been instrumental in bringing this awareness. In the past couple of years many Maternal Child

Health (MCH) agencies have begun to discuss maternal health issues alongside their already robust efforts to address concerns such as prematurity, low birth weight and infant mortality. Of particular note is the growing understanding of the importance of pre- and inter-conceptional health care for women as a means to increase the chances for a healthier outcome when pregnancy actually occurs.

The Affordable Care Act, the health insurance reform legislation passed by Congress and signed into law by President Obama on March 23, 2010, has made provisions for women’s health that will have a powerful impact on maternal morbidity and mortality in the USA. Under this Act, which became effective on August 1, 2012, women’s preventive health care services must be incorporated and covered by private insurance, with no additional cost sharing to the subscriber. Essentially, this landmark legislation means that 47 million women now have guaranteed access to preventative health care.

The eight new additional women’s health services include:

• Well-womanvisits-anannualwell-womanpreventivecarevisitandadditionalvisitsifdeterminedtobenecessary.

• Gestationaldiabetesscreening,forwomen24to28weekspregnant,andthoseathighriskofdevelopinggestationaldiabetes.

• HPVDNAtesting:everythreeyearsif30orolder,regardlessofPapsmearre-sults.

• STIcounseling-sexuallyactivewomenwillhaveaccesstoannualcounselingonsexuallytransmittedinfections(STIs).


• HIVscreeningandcounseling-sexuallyactivewomenwillhaveaccesstoannu-alcounselingonHIv.

• Contraceptionandcontraceptivecounseling-womenwillhaveaccesstoallFDA-approvedcontraceptivemethods,sterilizationprocedures,patienteducationandcounseling.

• Breastfeedingsupport,supplies,andcounseling-pregnantandpostpartumwomenwillhaveaccesstocomprehensivelactationsupportandcounselingfromtrainedproviders,aswellasbreastfeedingequipment.Interpersonalanddomes-ticviolencescreeningandcounseling:shouldbeprovidedforalladolescentandadultwomen.

In a country where the maternal mortality rate has been rising and African American women are at three times the risk of dying as Caucasian women the significance of this legislation cannot be stressed enough. As my team at The Birth Place (www.thebirthplace.org) and I continue to work with vulnerable pregnant women who are typically uninsured or on Medicaid, we find ourselves frustrated by the lack of resources available to them before and between pregnancies. Dealing with women who present with uncontrolled diabetes, high blood pressure or obesity and who are already pregnant is challenging to say the least. We are thankful that under our care we have still been able to significantly improve the outcomes for these mothers and babies, but we recognize the need to push forward for access to basic and essential healthcare for all American women throughout their lifespan, regardless of their insurance or socio-economic status.

t A n Z A n i A — by mackr ine shao of the White Ribbon Alliance Tanzania and kathleen mcdonald, Project Manager for the Hansen Project on Maternal and Child Health at the Harvard School of Public Health

overall, the maternal mortality ratio in Tanzania is reported to have declined slightly between 2005 and 2010, although that change is within the margin of error. One of the more important milestones since 2009 is the implementation of Tanzania’s third iteration of their Health Sector Strategic Plan (HSSP III 2009-2015), which includes incentives for the retention of

midwives in rural areas. In addition, the Nursing and Midwifery Act of 2010 began the formal accreditation of midwifery licenses and training institutes in Tanzania.


Mackrine Shao of the White Ribbon Alliance Tanzania notes that since the filming of NO WOMAN, NO CRY, Tanzania has seen increased motivation on the part of women to attend ANC visits, leading to an uptick of PMTCT. Importantly, there have been changes in the attitudes of males toward maternal health and women generally, with men increasingly demonstrating: a willingness to be involved in their partners’ pregnancies and to devote household resources to a maternal health budget; reduced violence on the part of fathers toward their pregnant teenaged daughters, and an increased willingness to allow them to return to school following their delivery; and a willingness to use midwifery services.

At the community level, education has helped result in an easing of the stigma around fistula survivors. Tanzanian media in both Arusha and some parts of the Northern Zone have been pressured to engage in the promotion of maternal health. Outreach to female genital cutters and the recognition of them as partners in promoting maternal health have led to some taking a voluntary vow to stop the practice of female genital cutting. Clean Birth Kits have been provided to Traditional Birth Attendants (TBAs) along with education to motivate them to escort pregnant women to a nearby health facility in cases of emergency. The Oldonyosambu Health Center has been newly outfitted with a labor ward and solar system. Finally, politicians at different levels are increasingly including maternal health on official meeting topics.

Another important move forward is the new work on respectful care. The poor quality of interpersonal care a mother received while delivering her first child is one of the greatest factors in her decision not to return to the facility for subsequent births. The Hansen Project is working with Tanzanian NGO Management Development for Health (MDH) to target disrespect and abuse during labor and delivery and immediately post-partum in a large urban hospital in Dar es Salaam. Using baseline data developed in February/March 2013, Hansen will work with hospital management, staff and other local partners to develop a package of interventions aimed at reducing disrespect and abuse and improving overall patient-provider interactions. The intervention package will be evaluated in early 2014.


B A n g l A d e s h — by Jess ica Bowers ,Every Mother Counts Portfolio Director

Bangladesh experienced a dramatic 40 percent decline in maternal deaths in recent years – from approximately 322 women per 100,000 live births in 2001 to 194 women per 100,000 live births in 2010. With this success, Bangladesh is on track to meet UN Millennium Development Goal 5 (Improve Maternal Health) by 2015.

The progress in Bangladesh can be attributed to a number of factors, but arguably the high level of government commitment played the most significant role. The Bangladesh Ministry of Health and Family Welfare scaled up emergency obstetric care and a focus on the third stage of labor - the period just after the baby is born, when hemorrhage and eclampsia are most likely to occur. To that end, the Ministry approved the distribution of Misoprostol tablets to all pregnant women at 32 weeks to be taken just after birth in order to prevent hemorrhage. Magnesium Sulphate to prevent pre-eclampsia has also become increasingly available.

Intensive efforts on the part of the government and NGOs to expand access to care, improve referral systems, and increase access to family planning, also contributed to Bangladesh’s success. Importantly, investments in girls’ education also played a critical role.

There are still significant hurdles that must be overcome if Bangladesh expects to maintain these gains and indeed improve on them. Poorer, less educated women are less likely to seek qualified routine or emergency obstetric care. Only 40 percent of women who perceived that they had life-threatening complications during their pregnancy sought immediate care.

Maternal malnutrition, infections during pregnancy, anemia and repeated pregnancies also contribute to low birth weight babies and a high rate of maternal mortality. Gender inequities also play a significant role, for example the nutritional status of Bangladesh’s women and girls, including among newborns, is generally lower than that of men and boys.

These issues underscore the fact that much more work is needed in the coming years, but Bangladesh is on the right track and ahead of many countries in its progress.


B u i l d i n g t h e o r g A n i Z At i o nA big mission doesn’t necessarily require a big organization, but it does require an effective one. We remain committed to building the team necessary to achieve our goals without recreating the wheel or duplicating efforts of other NGOs.

In 2010 and 2011, EMC was established as a campaign. We raised some funds through a fiscal sponsor, the New Venture Fund, and worked as a subsidiary of Turly Pictures, Inc. Then on December 22, 2011, EMC incorporated as an organization and received its 501c3 nonprofit status in April of 2012.

Staf f Grow thWe are proud to be a small and nimble team. In addition to our Founder who is a full-time team member, we employ four full time staff members: an Executive Director, a Manager of Partnerships and Business Development, a Portfolio Director and a Social Media Assistant. In addition, we have four part time staff members: a Manager of Special Projects, a General Counsel, a Program Assistant and a Senior Writer. We also rely heavily on our Communications/PR firm, DKC News in New York City, our pro bono “HR and everything else” volunteer and our wonderful team of interns.

In-Kind Suppor tIn addition to our staff, we have benefitted from the support of a wide variety of in-kind donations and supporters over the past year. They have provided pro bono or heavily discounted services that have allowed us to stretch our budget and improve our operations tremendously. Special thanks to the ONE Campaign, Covington & Burling LLP, McKinsey & Company, Global Strategies, CHI & Partners, Vinson & Elkins LLP, and Raffa.

FundingIn 2012, the core operations of Every Mother Counts were funded by the generous support of Merck for Mothers, Capital for Good, the Bloomberg Foundation and through contributions from a variety of individuals and organizations that supported Every Mother Counts through our MPower lunch in May, contributions for speaking engagements and other personal


contributions. This financing ensures that 100% of resources we earn from the public can all be donated to life-saving programs around the world. Additional donations for programs include all corporate partnership donations in 2012, all donations made on the EMC website and all resources raised through events like marathons and 5k races on Crowdrise.com.

Financial sIn 2012, Every Mother Counts mobilized and spent the following (as of November 30, 2012):

funding for Core operAtions: $1,514,502CAmpAign expenses: $1,166,753totAl funds rAised for progrAms from the puBliC: $700,000*

*(While EMC has not yet received the full balance of this money, we have been carefully tracking the funds raised at $700,000)


w h At ’s A h e A d i n 2013?There is so much to do in 2013 and beyond to achieve our goals. Together, we intend to:

• Continuetoeducateandinspireouraudiencesandsupportersontheissueofmaternalhealthwithnewcampaigns,newstories,newcontentandscaleduptraditionalandsocialmedia.

• Providemore,diverseactionsforourcommunitytotakethatwillmeaningfullyhelpwomenaroundtheworldwithagoalofmobilizing20millionactionsby2015.

• raiseupto$10millionoverfiveyearsandinvestitinagrowingportfolioofgrantsaroundtheworld.Weintendtohaveatleastfourgrantsbytheendof2013onatleastthreecontinents.

• Mobilizeatleast15newpartnersperyearfromvarioussegmentsoftheprivatesectortohelpspreadthewordtonewaudiencesandraiseresourcesformaternalhealth.

• Workwithourvariouspartnerstocommunicatethestrengthofourgrowingcommunitytopolicymakersasweencouragethemtosupportimprovedpolicyandfundingformaternalhealtharoundtheworld.


Appendix 1. notaBle pRess

B r o A d C A s t C o v e r A g eMedia Outlet Run Date Link Story Angle Impressions

AP TV May 11, 2011 http://www.usatoday.com/video/please-no-mothers-day-gifts/1633530424001 No Mother’s Day N/A

The Today Show May 11, 2012 http://today.msnbc.msn.com/id/26184891 No Mother’s Day 5,240,000

CNN’s Starting Point May 11, 2012http://startingpoint.blogs.cnn.com/2012/05/11/no-moth-

ers-day-every-mother-counts-founder-christy-turling-ton-burns-on-raising-awareness-for-childbirth-complica-

tions/?iref=allsearch No Mother’s Day 217,000

MSNBC May 8, 2012 http://video.msnbc.msn.com/mitchell-re-ports/47341130#47341130 No Mother’s Day 299,000

CBC Canada May 10, 2012http://music.cbc.ca/#/blogs/2012/5/Interview-Christy-Turl-ington-on-No-Mothers-Day-and-her-new-CD-featuring-Bo-

no-Bowie-and-more No Mother’s Day &

New CD N/A

9NEWS@8AM KTVD –Denver, CO) May 11, 2012 N/A No Mother’s Day 19,296

You and Me This Morning (WCIU -Chicago, IL) May 9, 2012 N/A No Mother’s Day 6,400

Morning News(NBC - Omaha, NE) May 4, 2012 N/A No Mother’s Day 12,033

Montana Today (NBC - Mis-soula, MT) May 7, 2012 N/A No Mother’s Day 3,480

Eye openers(CW - Dallas, TX) May 8, 2012 N/A No Mother’s Day 11,712

Eye opener(WPHL- Philadelphia, PA) May 8, 2012 N/A No Mother’s Day 9,907

Great Day Green County (FOX - Tulsa, OK) May 9, 2012 N/A No Mother’s Day 6,948

KOIN Local at 4PM (CBS - Portland, OR) May 9, 2012 N/A No Mother’s Day 27,988

Channel 3 News at 11PM (NBC - Cleveland, OH) May 10, 2012 N/A No Mother’s Day 93,247

Daytime AT 9(FOX – San Antonio, TX) May 11, 2012 N/A No Mother’s Day 21,565

KSHB 4:30 pm (NBC - Kansas City, MO) May 11, 2012 N/A No Mother’s Day 31,272

Today 10.17.12 http://video.today.msnbc.msn.com/to-day/49447948/#49447948

“NO WOMAN, NO CRY” 5,240,000

CNN’s “Anderson Cooper 360” 12.2.12 N/A 381,000

http://www.usatoday.com/video/please-no-mothers-day-gifts/1633530424001

http://www.usatoday.com/video/please-no-mothers-day-gifts/1633530424001

http://today.msnbc.msn.com/id/26184891/

http://startingpoint.blogs.cnn.com/2012/05/11/no-mothers-day-every-mother-counts-founder-christy-turlington-burns-on-raising-awareness-for-childbirth-complications/?iref=allsearch





p r i n t C o v e r A g e

Media Outlet Run Date Link Story Angle Impressions

New York Daily News May 6, 2012http://www.nydailynews.com/new-york/

famous-york-moms-love-give-mother-day-arti-cle-1.1071905?localLinksEnabled=false

Theodora and Callum scarves 2,002,914

AM Ny February 24, 2012 N/A CTB/EMC featured in “Run

This City” special insert 1,031,529

Natural Health June 2012 Issue http://www.naturalhealthmag.com/newsstand/issue-5

CTB on cover & feature on her secrets to her inner &

outer glow900,765

Women’s running March/April 2012 Issue

http://womensrunning.com/blog/womens-run-ning-cover-shoot-editors-corner/ CTB feature & on cover 315,000

Du Jour Fall 2012 http://www.dujour.com/2012-12/369/chris-ty-turlington-a-model-mom Feature 750,000

Pregnancy & New-born october 2012 N/A Ergo Baby Feature 686,697

People Magazine 8.27.12 N/A Feature 10,670,259

Condé Nast Traveler August 2012http://www.cntraveler.com/daily-travel-

er/2012/08/christy-turlington-burns-visionar-ies-interview

Visionaries 2012 2,435,262

Capitol File http://capitolfile-magazine.com/personalities/articles/model-citizen-2 Model Citizen 168,450

Metro Ny 10.23.12 http://www.metro.us/newyork/life/arti-cle/1154753--carry-your-baby-help-a-mother Ergo Baby Partnership 984,888

http://www.nydailynews.com/new-york/famous-york-moms-love-give-mother-day-article-1.1071905?localLinksEnabled=false



http://www.naturalhealthmag.com/newsstand/issue-5

http://www.naturalhealthmag.com/newsstand/issue-5

http://womensrunning.com/blog/womens-running-cover-shoot-editors-corner/

http://womensrunning.com/blog/womens-running-cover-shoot-editors-corner/

http://www.dujour.com/2012-12/369/christy-turlington-a-model-mom

http://www.dujour.com/2012-12/369/christy-turlington-a-model-mom

http://www.cntraveler.com/daily-traveler/2012/08/christy-turlington-burns-visionaries-interview



http://capitolfile-magazine.com/personalities/articles/model-citizen-2

http://capitolfile-magazine.com/personalities/articles/model-citizen-2

http://www.metro.us/newyork/life/article/1154753--carry-your-baby-help-a-mother

http://www.metro.us/newyork/life/article/1154753--carry-your-baby-help-a-mother


o n l i n e C o v e r A g e

Media Outlet Run Date Link Story Angle Impressions

Associated Press May 2, 2012 N/A No Mother’s Day N/A

Yahoo! Homepage May 2, 2012 N/A No Mother’s Day 152,335,520

AOL Homepage May 9, 2012 N/A No Mother’s Day 47,989,425

Huffington Post May 1, 2012 http://www.huffingtonpost.com/kristi-york-wooten/mak-ing-motherhood-less-deadly_b_1459737.html Starbucks CD 31,687,998

Huffington Post May 7, 2012 http://www.huffingtonpost.com/catherine-moellering/moth-ers-day-gifts_b_1472460.html


Huffington Post May 2, 2012 http://www.huffingtonpost.com/soraya-chemaly/no-mothers-day_b_1471831.html No Mother’s Day 31,687,998

Huffington Post May 2, 2012 http://www.huffingtonpost.com/randi-hutter-epstein/chris-ty-turlington_b_1479081.html No Mother’s Day 31,687,998

Yahoo! Music March 8, 2012http://music.yahoo.com/news/bono-coldplay-eddie-ved-

der-contribute-unreleased-songs-compilation-160024371.html

Starbucks CD 23,702,907

CNN May 10, 2012http://articles.cnn.com/2012-05-10/opinion/opinion_turling-ton-no-mothers-day_1_maternal-mortality-health-care-child-

birth?_s=PM:OPINIONNo Mother’s Day 23,050,827

Forbes May 8, 2012 http://www.forbes.com/sites/rahimkanani/2012/05/08/turl-ington-burns-this-mothers-day-disappear-in-solidarity/ No Mother’s Day 10,287,727

Forbes May 11, 2012 http://www.forbes.com/sites/lizadonnelly/2012/05/11/doing-mothers-day-outside-of-the-box/ No Mother’s Day 10,287,727

People.com April 30, 2012 http://stylenews.peoplestylewatch.com/2012/04/30/chris-ty-turlington-burns-every-mother-counts-scarf/


Zimbio May 3, 2012http://www.zimbio.com/Christy+Turlington+Burns/articles/

yp4VnV4uCU3/Christy+Turlington+Launches+No+Mother+-Day

No Mother’s Day 5,485,449

Los Angeles Times May 11, 2012 http://latimesblogs.latimes.com/alltherage/2012/05/chris-ty-turlington-no-mothers-day-mortality.html No Mother’s Day 5,010,086

She Knows May 4, 2012 http://www.sheknows.com/parenting/articles/959373/chris-ty-turlington-burns-boycott-mothers-day No Mother’s Day 4,154,215

Daily Beast May 11, 2012http://www.thedailybeast.com/articles/2012/05/11/christy-turlington-burns-why-you-should-stay-mum-this-mother-s-

day.htmlNo Mother’s Day 2,531,710

Biography May 10, 2012 http://www.biography.com/bio-now/christy-turlington-burns-model-mom-on-a-mission-20825955 No Mother’s Day 2,391,954

Chicago Sun-Times May 11, 2012 http://www.suntimes.com/news/ontiveros/12465686-452/let-moms-just-enjoy-their-special-day.html No Mother’s Day 2,161,834

Sirius Satellite radio May 4,May 11-13, 2012 http://www.siriusxm.com/internetradio Starbucks CD 1,759,944

AOL’s Spinner April 13, 2012 http://www.spinner.com/2012/04/13/edward-sharpe-and-the-magnetic-zeros-mother/ Starbucks CD 1,741,081

Inquisitr May 10, 2012 http://www.inquisitr.com/234364/christy-turling-ton-burns-no-mothers-day-boycott-backlash/ No Mother’s Day 1,602,528

rolling Stone March 8, 2012http://www.rollingstone.com/music/news/bono-coldplay-ed-die-vedder-contribute-unreleased-songs-to-new-compila-

tion-20120308Starbucks CD 1,269,768

Psychology Today May 4, 2012 http://www.psychologytoday.com/blog/birth-babies-and-be-yond/201205/shhh-its-almost-mothers-day No Mother’s Day 1,250,263

Parenting May 4, 2012www.parenting.com/blogs/show-and-tell/christina-par-

entingcom/no-mothers-day?src=syn&dom=aolhp&dartk-w=aolhp&icid=maing-grid7%7Cmain5%7Cdl20%7Csec1_

lnk3%26pLid%3D159001No Mother’s Day 1,027,852

Web Pro News May 10, 2012 http://www.webpronews.com/christy-turlington-wants-moms-to-boycott-mothers-day-2012-05 No Mother’s Day 914,722

Today Moms May 10, 2012http://moms.today.msnbc.msn.com/_

news/2012/05/10/11624452-supermodel-christy-turlington-burns-defends-her-campaign-to-boycott-mothers-day?lite

No Mother’s Day 911,253

http://www.huffingtonpost.com/catherine-moellering/mothers-day-gifts_b_1472460.html

http://www.huffingtonpost.com/catherine-moellering/mothers-day-gifts_b_1472460.html

http://www.huffingtonpost.com/soraya-chemaly/no-mothers-day_b_1471831.html

http://www.huffingtonpost.com/soraya-chemaly/no-mothers-day_b_1471831.html

http://www.huffingtonpost.com/randi-hutter-epstein/christy-turlington_b_1479081.html

http://www.huffingtonpost.com/randi-hutter-epstein/christy-turlington_b_1479081.html

http://music.yahoo.com/news/bono-coldplay-eddie-vedder-contribute-unreleased-songs-compilation-160024371.html



http://articles.cnn.com/2012-05-10/opinion/opinion_turlington-no-mothers-day_1_maternal-mortality-health-care-childbirth?_s=PM:OPINION



http://www.forbes.com/sites/rahimkanani/2012/05/08/turlington-burns-this-mothers-day-disappear-in-solidarity/

http://www.forbes.com/sites/rahimkanani/2012/05/08/turlington-burns-this-mothers-day-disappear-in-solidarity/

http://www.forbes.com/sites/lizadonnelly/2012/05/11/doing-mothers-day-outside-of-the-box/

http://www.forbes.com/sites/lizadonnelly/2012/05/11/doing-mothers-day-outside-of-the-box/

http://stylenews.peoplestylewatch.com/2012/04/30/christy-turlington-burns-every-mother-counts-scarf/

http://stylenews.peoplestylewatch.com/2012/04/30/christy-turlington-burns-every-mother-counts-scarf/

http://www.zimbio.com/Christy+Turlington+Burns/articles/yp4VnV4uCU3/Christy+Turlington+Launches+No+Mother+Day



http://latimesblogs.latimes.com/alltherage/2012/05/christy-turlington-no-mothers-day-mortality.html

http://latimesblogs.latimes.com/alltherage/2012/05/christy-turlington-no-mothers-day-mortality.html

http://www.sheknows.com/parenting/articles/959373/christy-turlington-burns-boycott-mothers-day

http://www.sheknows.com/parenting/articles/959373/christy-turlington-burns-boycott-mothers-day

http://www.thedailybeast.com/articles/2012/05/11/christy-turlington-burns-why-you-should-stay-mum-this-mother-s-day.html



http://www.biography.com/bio-now/christy-turlington-burns-model-mom-on-a-mission-20825955

http://www.biography.com/bio-now/christy-turlington-burns-model-mom-on-a-mission-20825955

http://www.suntimes.com/news/ontiveros/12465686-452/let-moms-just-enjoy-their-special-day.html

http://www.suntimes.com/news/ontiveros/12465686-452/let-moms-just-enjoy-their-special-day.html

http://www.siriusxm.com/internetradio

http://www.spinner.com/2012/04/13/edward-sharpe-and-the-magnetic-zeros-mother/

http://www.spinner.com/2012/04/13/edward-sharpe-and-the-magnetic-zeros-mother/

http://www.inquisitr.com/234364/christy-turlington-burns-no-mothers-day-boycott-backlash/

http://www.inquisitr.com/234364/christy-turlington-burns-no-mothers-day-boycott-backlash/

http://www.psychologytoday.com/blog/birth-babies-and-beyond/201205/shhh-its-almost-mothers-day

http://www.psychologytoday.com/blog/birth-babies-and-beyond/201205/shhh-its-almost-mothers-day

http://www.parenting.com/blogs/show-and-tell/christina-parentingcom/no-mothers-day?src=syn&dom=aolhp&dartkw=aolhp&icid=maing-grid7%7Cmain5%7Cdl20%7Csec1_lnk3%26pLid%3D159001




http://www.webpronews.com/christy-turlington-wants-moms-to-boycott-mothers-day-2012-05

http://www.webpronews.com/christy-turlington-wants-moms-to-boycott-mothers-day-2012-05

http://moms.today.msnbc.msn.com/_news/2012/05/10/11624452-supermodel-christy-turlington-burns-defends-her-campaign-to-boycott-mothers-day?lite




Babble.com May 2, 2012 http://blogs.babble.com/being-pregnant/2012/05/02/christy-turlington-asks-us-to-skip-mothers-day/ No Mother’s Day 901,236

Babble.com May 4, 2012http://blogs.babble.com/strollerderby/2012/05/04/babble-bloggers-join-celebs-to-promote-no-mothers-day-raising-

awareness-about-maternal-death-rate/No Mother’s Day 901,236

Babble.com May 6, 2012http://blogs.babble.com/being-pregnant/2012/05/06/

the-top-pregnancy-stories-the-week-no-mothers-day-good-bacteria-gloria-sarsgaard/


Globe and Mail May 10, 2012http://www.theglobeandmail.com/news/mothers-day-boy-cott-and-other-things-you-may-have-missed-this-week/

article2428897/No Mother’s Day 835,016

United Press Interna-tional May 10, 2012

http://www.upi.com/Odd_News/2012/05/10/Christy-Tur-lingtons-Mothers-Day-boycott-draws-criticism/UPI-

58021336681318/No Mother’s Day 722,689

United Press Interna-tional May 10, 2012 http://www.upi.com/Odd_News/2012/05/10/UPI-NewsTrack-

Quirks-in-the-News/UPI-82771336684341/ No Mother’s Day 722,689

The Frisky May 3, 2012http://www.thefrisky.com/2012-05-03/hot-links-dan-savage-labeled-a-bully-experts-conclude-the-tanning-mom-is-duh-

tanorexic/No Mother’s Day 722,428

San Antonio Ex-press-News May 13, 2012

http://www.mysanantonio.com/opinion/columnists/maria_anglin/article/Mom-more-important-than-

No-Mother-s-Day-campaign-3552478.phpNo Mother’s Day 670,388

San Francisco Chron-icle May 11, 2012 http://blog.sfgate.com/sfmoms/2012/05/11/20-utterly-inspir-

ing-moms/#5080-17 Inspiring Moms 646,497

The Week May 4, 2012 http://theweek.com/article/index/227633/christy-turling-tons-totally-confusing-war-on-mothers-day No Mother’s Day 597,181

NME March 8, 2012 http://www.nme.com/news/u2/62509 Starbucks CD 506,421

Paste Magazine April 24, 2012 http://www.pastemagazine.com/articles/2012/04/post-123.html Starbucks CD 400,474

The Celebrity Café March 8, 2012 http://thecelebritycafe.com/feature/2012/03/charity-ev-ery-mother-counts-sets-release-second-album Starbucks CD 384,667

The Celebrity Café May 1, 2012 http://thecelebritycafe.com/reviews/2012/05/eddie-ved-ders-skipping-perfect-charity Starbucks CD 384,667

Time May 3, 2012http://healthland.time.com/2012/05/03/no-mothers-day-why-model-christy-turlington-burns-wants-a-boycott/?x-

id=rss-topstoriesNo Mother’s Day 359,473

Pitchfork April 23, 2012 http://www.pitchfork.com/news/46260-listen-beck-cov-ers-corrina-corrina/ Starbucks CD 203,683

Lucky May 3, 2012http://www.luckymag.com/blogs/luckyrightnow/2012/05/Supermodel-Christy-Turlington-Wants-You-to-Have-a-No-

Mothers-DayNo Mother’s Day 199,656

FUSE April 30, 2012 http://www.fuse.tv/2012/04/listen-eddie-vedder-drops-new-song-to-support-pregnancy-group Starbucks CD 197,070

Style.com May 10, 2012 http://www.style.com/stylefile/2012/05/the-baguette-pre-pares-for-its-big-birthday-and-more-of-the-days-top-stories/ No Mother’s Day 151,652

Daily record May 3, 2012 http://www.dailyrecord.com/article/20120503/NJENT14/305030018/A-star-for-Scarlett No Mother’s Day 95,657

GAC-TV May 4, 2012 http://blog.gactv.com/blog/2012/05/04/faith-hill-among-art-ists-featured-on-every-mother-counts-2012-album/ Starbucks CD 92,593

Perez Hilton April 10, 2012 http://cocoperez.com/2012-04-10-christy-turlington-burns-every-mother-counts-cd-starbucks Starbucks CD 89,056

Perez Hilton May 14, 2012 http://cocoperez.com/2012-05-14-christy-turlington-creates-no-mothers-day-initiative No Mother’s Day 89,056

WWD May 6, 2012 http://www.wwd.com/fashion-news/fashion-scoops/sor-ry-mom-5894824 No Mother’s Day 73,846

KROQ Radio April 30, 2012http://kroq.radio.com/2012/04/30/eddie-vedder-pens-new-song-skipping-for-every-mother-counts-charity-features-

daughter/Starbucks CD 71,148

Consequence of Sound May 2, 2012 http://consequenceofsound.net/2012/05/check-out-eddie-

vedder-skipping/ Starbucks CD 60,538

http://blogs.babble.com/being-pregnant/2012/05/02/christy-turlington-asks-us-to-skip-mothers-day/

http://blogs.babble.com/being-pregnant/2012/05/02/christy-turlington-asks-us-to-skip-mothers-day/

http://blogs.babble.com/strollerderby/2012/05/04/babble-bloggers-join-celebs-to-promote-no-mothers-day-raising-awareness-about-maternal-death-rate/



http://blogs.babble.com/being-pregnant/2012/05/06/the-top-pregnancy-stories-the-week-no-mothers-day-good-bacteria-gloria-sarsgaard/



http://www.theglobeandmail.com/news/mothers-day-boycott-and-other-things-you-may-have-missed-this-week/article2428897/



http://www.upi.com/Odd_News/2012/05/10/Christy-Turlingtons-Mothers-Day-boycott-draws-criticism/UPI-58021336681318/



http://www.upi.com/Odd_News/2012/05/10/UPI-NewsTrack-Quirks-in-the-News/UPI-82771336684341/

http://www.upi.com/Odd_News/2012/05/10/UPI-NewsTrack-Quirks-in-the-News/UPI-82771336684341/

http://www.thefrisky.com/2012-05-03/hot-links-dan-savage-labeled-a-bully-experts-conclude-the-tanning-mom-is-duh-tanorexic/



http://www.mysanantonio.com/opinion/columnists/maria_anglin/article/Mom-more-important-than-No-Mother-s-Day-campaign-3552478.php



http://theweek.com/article/index/227633/christy-turlingtons-totally-confusing-war-on-mothers-day

http://theweek.com/article/index/227633/christy-turlingtons-totally-confusing-war-on-mothers-day

http://www.nme.com/news/u2/62509

http://www.pastemagazine.com/articles/2012/04/post-123.html

http://www.pastemagazine.com/articles/2012/04/post-123.html

http://thecelebritycafe.com/feature/2012/03/charity-every-mother-counts-sets-release-second-album

http://thecelebritycafe.com/feature/2012/03/charity-every-mother-counts-sets-release-second-album

http://thecelebritycafe.com/reviews/2012/05/eddie-vedders-skipping-perfect-charity

http://thecelebritycafe.com/reviews/2012/05/eddie-vedders-skipping-perfect-charity

http://healthland.time.com/2012/05/03/no-mothers-day-why-model-christy-turlington-burns-wants-a-boycott/?xid=rss-topstories



http://www.pitchfork.com/news/46260-listen-beck-covers-corrina-corrina/

http://www.pitchfork.com/news/46260-listen-beck-covers-corrina-corrina/

http://www.luckymag.com/blogs/luckyrightnow/2012/05/Supermodel-Christy-Turlington-Wants-You-to-Have-a-No-Mothers-Day



http://www.fuse.tv/2012/04/listen-eddie-vedder-drops-new-song-to-support-pregnancy-group

http://www.fuse.tv/2012/04/listen-eddie-vedder-drops-new-song-to-support-pregnancy-group

http://www.style.com/stylefile/2012/05/the-baguette-prepares-for-its-big-birthday-and-more-of-the-days-top-stories/

http://www.style.com/stylefile/2012/05/the-baguette-prepares-for-its-big-birthday-and-more-of-the-days-top-stories/

http://www.dailyrecord.com/article/20120503/NJENT14/305030018/A-star-for-Scarlett

http://www.dailyrecord.com/article/20120503/NJENT14/305030018/A-star-for-Scarlett

http://blog.gactv.com/blog/2012/05/04/faith-hill-among-artists-featured-on-every-mother-counts-2012-album/

http://blog.gactv.com/blog/2012/05/04/faith-hill-among-artists-featured-on-every-mother-counts-2012-album/

http://cocoperez.com/2012-04-10-christy-turlington-burns-every-mother-counts-cd-starbucks

http://cocoperez.com/2012-04-10-christy-turlington-burns-every-mother-counts-cd-starbucks

http://cocoperez.com/2012-05-14-christy-turlington-creates-no-mothers-day-initiative

http://cocoperez.com/2012-05-14-christy-turlington-creates-no-mothers-day-initiative

http://www.wwd.com/fashion-news/fashion-scoops/sorry-mom-5894824

http://www.wwd.com/fashion-news/fashion-scoops/sorry-mom-5894824

http://kroq.radio.com/2012/04/30/eddie-vedder-pens-new-song-skipping-for-every-mother-counts-charity-features-daughter/



http://consequenceofsound.net/2012/05/check-out-eddie-vedder-skipping/

http://consequenceofsound.net/2012/05/check-out-eddie-vedder-skipping/


Lime Life May 10, 2012http://www.limelife.com/blog-entry/Christy-Turlingtons-

No-Mothers-Day-Campaign-Asks-Moms-to-Boycott-Holi-day/139302.html


Fast Company’s Co.Create May 2, 2012

http://www.fastcocreate.com/1680725/no-gifts-no-cards-no-status-updates-a-new-campaign-asks-moms-to-go-silent-

on-mothers-dayNo Mother’s Day 50,596

Brand Channel May 11, 2012 http://www.brandchannel.com/home/post/2012/05/11/For-get-Mothers-Day-051112.aspx No Mother’s Day 46,671

Vogue May 10, 2012 http://www.vogue.co.uk/news/2012/05/10/christy-turlington-every-mother-counts---no-mothers-day No Mother’s Day 39,645

Creativity May 2, 2012 http://creativity-online.com/work/every-mother-counts-no-mothers-day/27461 No Mother’s Day 34,608

ABC Radio Online – Music News Group May 1, 2012

http://abcnewsradioonline.com/music-news/2012/5/1/listen-to-eddie-vedders-skipping-from-every-mother-counts-vo.

htmlStarbucks CD 31,836

Q104.3 Out of the Box May 13, 2012 http://www.q1043.com/pages/onair/out-of-the-box.html Starbucks CD 31,483

ATU2 May 2, 2012 http://www.atu2.com/news/acoustic-original-of-the-species-now-available.html Starbucks CD 16,622

Patch.com May 10, 2012 http://montclair.patch.com/articles/mother-s-day-deals-in-montclair No Mother’s Day 13,176

Vancouver Observer May 11, 2012http://www.vancouverobserver.com/blogs/feminis-

ta/2012/05/11/no-mothers-day-christy-turlington-urges-ac-tion-over-consumerism


Vancouver Observer May 12, 2012http://www.vancouverobserver.com/blogs/feminis-

ta/2012/05/12/best-mothers-day-gifts-come-heart-real-mothers-stories


Storyful May 12, 2012 http://storyful.com/stories/28779 No Mother’s Day 10,776

DMB News April 30, 2012 http://www.dmbnews.net/2012/04/dmb-on-every-mother-counts-2012-benefit-album.html Starbucks CD 3,797

Michigan Avenue May 10, 2012 http://michiganavemag.com/personalities/articles/christy-tur-lington-burns-advocates-for-mothers-everywhere No Mother’s Day 3,207

CBS Radio-Radio Alice April 30, 2012 http://radioalice.cbslocal.com/tag/every-mother-counts/ Starbucks CD N/A

Yahoo! Shine 8.23.12 http://shine.yahoo.com/fashion/christy-turlington-mod-els-her-8-old-daughter-202000947.html DuJour Pickup 28,909,583

Daily Mail 8.21.12 http://www.dailymail.co.uk/tvshowbiz/article-2191754/chris-ty-turlington-introduces-daughter-grace-intimate-shoot.html DuJour Pickup 8,979,993

New York Daily News 9.20.12http://www.nydailynews.com/new-york/chris-

ty-turlington-jennifer-carpenter-lead-celebs-run-ning-nov-4-new-york-city-marathon-article-1.1163858

Marathon 2012 6,643,317

Competitor 9.20.12 http://running.competitor.com/2012/09/news/celebrities-ready-for-new-york-city-marathon_59063 Marathon 2012 103,835

Perez Hilton 8.23.12 http://cocoperez.com/2012-08-23-christy-turlington-dujo-ur-september-issue-2012/?more=yes#more-109617 DuJour Pickup 115,618

Celebrity Baby Scoop 9.18.12 http://www.celebritybabyscoop.com/2012/08/22/christy-turl-ington-grace-is-a-tough-cookie-finn-is-a-mush DuJour Pickup 128,486

Inquisitr 8.24.12 http://www.inquisitr.com/311072/christy-turlingtons-daugh-ter-joins-mom-on-photo-shoot/ Du Jour Pick Up 3,033,871

Examiner 8.24.12 http://www.examiner.com/article/christy-turlington-s-daugh-ter-makes-her-magazine-cover-debut-on-dujour Du Jour Pick Up 7,967,016

Christian Post 8.23.12 http://global.christianpost.com/news/christy-turling-tons-daughter-nearly-killed-mother-during-pregnancy-80458/ Du Jour Pick Up 1,994,923

Celebrity Baby Scoop 6.15.12 http://www.celebritybabyscoop.com/2012/06/15/christy-turl-ington-grace-big-apple-beauties EMC mention 128,486

Huffington Post 8.23.12 http://www.huffingtonpost.com/2012/08/23/christy-turling-tons-daughter-du-jour-model_n_1824869.html Du Jour Pick Up 36,531,523

Hollywood Reporter 8.22.12 http://www.hollywoodreporter.com/fash-track/christy-turling-ton-aging-modeling-dujour-364820 Du Jour Pick Up 2,247,761

Huffington Post 9.7.12 http://www.huffingtonpost.com/denise-albert/are-you-a-mom-on-a-missin_b_1866286.html

Carey Socol’s participa-tion on team EMC 36,531,523

http://www.limelife.com/blog-entry/Christy-Turlingtons-No-Mothers-Day-Campaign-Asks-Moms-to-Boycott-Holiday/139302.html



http://www.fastcocreate.com/1680725/no-gifts-no-cards-no-status-updates-a-new-campaign-asks-moms-to-go-silent-on-mothers-day



http://www.brandchannel.com/home/post/2012/05/11/Forget-Mothers-Day-051112.aspx

http://www.brandchannel.com/home/post/2012/05/11/Forget-Mothers-Day-051112.aspx

http://www.vogue.co.uk/news/2012/05/10/christy-turlington-every-mother-counts---no-mothers-day

http://www.vogue.co.uk/news/2012/05/10/christy-turlington-every-mother-counts---no-mothers-day

http://creativity-online.com/work/every-mother-counts-no-mothers-day/27461

http://creativity-online.com/work/every-mother-counts-no-mothers-day/27461

http://abcnewsradioonline.com/music-news/2012/5/1/listen-to-eddie-vedders-skipping-from-every-mother-counts-vo.html



http://www.q1043.com/pages/onair/out-of-the-box.html

http://www.atu2.com/news/acoustic-original-of-the-species-now-available.html

http://www.atu2.com/news/acoustic-original-of-the-species-now-available.html

http://montclair.patch.com/articles/mother-s-day-deals-in-montclair

http://montclair.patch.com/articles/mother-s-day-deals-in-montclair

http://www.vancouverobserver.com/blogs/feminista/2012/05/11/no-mothers-day-christy-turlington-urges-action-over-consumerism



http://www.vancouverobserver.com/blogs/feminista/2012/05/12/best-mothers-day-gifts-come-heart-real-mothers-stories



http://storyful.com/stories/28779

http://www.dmbnews.net/2012/04/dmb-on-every-mother-counts-2012-benefit-album.html

http://www.dmbnews.net/2012/04/dmb-on-every-mother-counts-2012-benefit-album.html

http://michiganavemag.com/personalities/articles/christy-turlington-burns-advocates-for-mothers-everywhere

http://michiganavemag.com/personalities/articles/christy-turlington-burns-advocates-for-mothers-everywhere

http://radioalice.cbslocal.com/tag/every-mother-counts/

http://shine.yahoo.com/fashion/christy-turlington-models-her-8-old-daughter-202000947.html

http://shine.yahoo.com/fashion/christy-turlington-models-her-8-old-daughter-202000947.html

http://www.dailymail.co.uk/tvshowbiz/article-2191754/christy-turlington-introduces-daughter-grace-intimate-shoot.html

http://www.dailymail.co.uk/tvshowbiz/article-2191754/christy-turlington-introduces-daughter-grace-intimate-shoot.html

http://www.nydailynews.com/new-york/christy-turlington-jennifer-carpenter-lead-celebs-running-nov-4-new-york-city-marathon-article-1.1163858



http://running.competitor.com/2012/09/news/celebrities-ready-for-new-york-city-marathon_59063

http://running.competitor.com/2012/09/news/celebrities-ready-for-new-york-city-marathon_59063

http://www.celebritybabyscoop.com/2012/08/22/christy-turlington-grace-is-a-tough-cookie-finn-is-a-mush

http://www.celebritybabyscoop.com/2012/08/22/christy-turlington-grace-is-a-tough-cookie-finn-is-a-mush

http://www.inquisitr.com/311072/christy-turlingtons-daughter-joins-mom-on-photo-shoot/

http://www.inquisitr.com/311072/christy-turlingtons-daughter-joins-mom-on-photo-shoot/

http://www.examiner.com/article/christy-turlington-s-daughter-makes-her-magazine-cover-debut-on-dujour

http://www.examiner.com/article/christy-turlington-s-daughter-makes-her-magazine-cover-debut-on-dujour

http://global.christianpost.com/news/christy-turlingtons-daughter-nearly-killed-mother-during-pregnancy-80458/

http://global.christianpost.com/news/christy-turlingtons-daughter-nearly-killed-mother-during-pregnancy-80458/

http://www.celebritybabyscoop.com/2012/06/15/christy-turlington-grace-big-apple-beauties

http://www.celebritybabyscoop.com/2012/06/15/christy-turlington-grace-big-apple-beauties

http://www.huffingtonpost.com/2012/08/23/christy-turlingtons-daughter-du-jour-model_n_1824869.html

http://www.huffingtonpost.com/2012/08/23/christy-turlingtons-daughter-du-jour-model_n_1824869.html

http://www.hollywoodreporter.com/fash-track/christy-turlington-aging-modeling-dujour-364820

http://www.hollywoodreporter.com/fash-track/christy-turlington-aging-modeling-dujour-364820

http://www.huffingtonpost.com/denise-albert/are-you-a-mom-on-a-missin_b_1866286.html

http://www.huffingtonpost.com/denise-albert/are-you-a-mom-on-a-missin_b_1866286.html


On The Red Carpet 8.23.12 http://www.ontheredcarpet.com/Christy-Turlington-Burns-discusses-daughter-Grace--8--difficult-birth/8784172 DuJour pickup 470,160

Extra TV 8.25.12

http://www.extratv.com/2012/08/25/christy-turling-ton-daughter-grace-pose-dujour-photo/?utm_source=feed-burner&utm_medium=feed&utm_campaign=Feed%3A+Ex-

traTV+%28Extra+-+Atom%29

Du Jour Pick Up 355,708

Huffington Post 9.21.12 http://www.huffingtonpost.com/dar-dowling/jennifer-carpen-ter_b_1903464.html

Jennifer Anderson on Team EMC 36,531,523

New York Daily News 10.9.12http://www.nydailynews.com/life-style/health/celebrity-train-er-tracy-anderson-launches-pregnancy-workout-dvds-arti-

cle-1.1178432Tracy Anderson’s “The

Pregnancy Project” 6,643,317

US Magazine 10.6.12http://www.usmagazine.com/celebrity-news/news/gwyn-eth-paltrows-star-studded-40th-birthday-party-all-the-de-

tails-2012610Tracy Anderson’s “The

Pregnancy Project” 3,997,658

AXS Live 10.7.12 http://www.youtube.com/watch?v=_3fn1UE6lig Tracy Anderson’s “The Pregnancy Project” 144

Haute Living 10.11.12http://www.hauteliving.com/2012/10/tracy-anderson-gwyn-

eth-paltrow-and-christy-turlington-burns-celebrate-ev-ery-mother-counts/317684/

Tracy Anderson’s “The Pregnancy Project” 25,472

Look to the Stars 10.18.12 http://www.looktothestars.org/news/9121-support-christy-turlington-when-she-runs-ing-new-york-marathon-for-charity ING Marathon 31,495

Perezitos 10.12.12http://perezitos.com/2012-10-12-christy-turling-

ton-burns-baby-accessories-ergobaby-charity-every-moth-er-counts?from=PHheadline

Ergo Baby Partnership 104,805

InStyle 10.11.12 http://news.instyle.com/2012/10/11/christy-turling-ton-burns-ergobaby-every-mother-counts/ Ergo Baby Partnership 406,289

Look to the Stars 10.19.12 http://www.looktothestars.org/news/9130-christy-turlington-wants-to-educate-congress-on-womens-health

“Our Bodies, Our Selves” 31,495

Lil Sugar 10.11.12 http://www.lilsugar.com/Christy-Turlington-Interview-Ergoba-by-Maternal-Mortality-25384999 Ergo Baby Partnership 118,587

Yahoo! Shine 10.17.12 http://shine.yahoo.com/parenting/christy-turlington-collabo-rates-ergobaby-designer-collection-164100683.html Ergo Baby Partnership 30,435,843

Washington Examiner 10.22.12http://washingtonexaminer.com/every-member-of-congress-to-receive-copies-of-our-bodies-ourselves/article/2511416#.

UIapVmdHW3E“Our Bodies, Our

Selves” 1,647,659

Huffington Post 10.23.12 http://www.huffingtonpost.com/christy-turlington/in-the-minds-of-mothers-h_b_2002727.html Guest Wrtier 36,336,297

Celebrity Parents Mag 10.21.12http://www.celebrityparentsmag.com/2012/10/christy-turl-ington-burns-and-ergobaby-launch-guest-designer-series.

htmlErgo Baby Partnership 698

National Journal 10.23.12 http://influencealley.nationaljournal.com/2012/10/congres-sional-offices-getting.php

“Our Bodies, Our Selves” 12,521

Fashion and Style 10.17.12 http://www.fashionnstyle.com/articles/3721/20121017/gwyn-eth-paltrow-looks-sexy-even-40-black.htm


U.S. News 10.22.12http://www.usnews.com/news/blogs/washington-whis-

pers/2012/10/22/christy-turlington-womens-groups-try-to-give-congress-a-sex-education

“Our Bodies, Our Selves” 2,869,178

Skokie Review 10.22.12 http://skokie.suntimes.com/news/15699942-418/local-ceo-runs-marathon-with-mothers-in-mind.html ING Marathon 3,104

WoB Media 10.19.12 http://wobmedia-news.ning.com/profiles/blogs/debut-chris-ty-turlington-burns-and-ergobaby-launch-guest-designer Ergo Baby Partnership 8,000

Celebrity Baby Scoop 11.1.12 http://www.celebritybabyscoop.com/2012/11/01/christy-turl-ington-runs-marathon-for-mothers-worldwide ING Marathon 121,339

AOL You’ve Got 11.1.12 http://on.aol.com/video/youve-got-christy-turling-ton-burns-517523474 2,982,516

Yahoo! omg! 11.5.12 http://omg.yahoo.com/news/celebrities-york-mara-thon-stars-slipping-sneakers-big-race-164600265.html ING Marathon 27,881,254

Women’s running 11.6.12 http://womensrunning.competitor.com/2012/11/inspiration/every-mother-counts_7113 ING Marathon 6,291

http://www.ontheredcarpet.com/Christy-Turlington-Burns-discusses-daughter-Grace--8--difficult-birth/8784172

http://www.ontheredcarpet.com/Christy-Turlington-Burns-discusses-daughter-Grace--8--difficult-birth/8784172

http://www.extratv.com/2012/08/25/christy-turlington-daughter-grace-pose-dujour-photo/?utm_source=feedburner&utm_medium=feed&utm_campaign=Feed%3A+ExtraTV+%28Extra+-+Atom%29




http://www.huffingtonpost.com/dar-dowling/jennifer-carpenter_b_1903464.html

http://www.huffingtonpost.com/dar-dowling/jennifer-carpenter_b_1903464.html

http://www.nydailynews.com/life-style/health/celebrity-trainer-tracy-anderson-launches-pregnancy-workout-dvds-article-1.1178432



http://www.usmagazine.com/celebrity-news/news/gwyneth-paltrows-star-studded-40th-birthday-party-all-the-details-2012610



http://www.youtube.com/watch?v=_3fn1UE6lig

http://www.hauteliving.com/2012/10/tracy-anderson-gwyneth-paltrow-and-christy-turlington-burns-celebrate-every-mother-counts/317684/



http://www.looktothestars.org/news/9121-support-christy-turlington-when-she-runs-ing-new-york-marathon-for-charity

http://www.looktothestars.org/news/9121-support-christy-turlington-when-she-runs-ing-new-york-marathon-for-charity

http://perezitos.com/2012-10-12-christy-turlington-burns-baby-accessories-ergobaby-charity-every-mother-counts?from=PHheadline



http://news.instyle.com/2012/10/11/christy-turlington-burns-ergobaby-every-mother-counts/

http://news.instyle.com/2012/10/11/christy-turlington-burns-ergobaby-every-mother-counts/

http://www.looktothestars.org/news/9130-christy-turlington-wants-to-educate-congress-on-womens-health

http://www.looktothestars.org/news/9130-christy-turlington-wants-to-educate-congress-on-womens-health

http://www.lilsugar.com/Christy-Turlington-Interview-Ergobaby-Maternal-Mortality-25384999

http://www.lilsugar.com/Christy-Turlington-Interview-Ergobaby-Maternal-Mortality-25384999

http://shine.yahoo.com/parenting/christy-turlington-collaborates-ergobaby-designer-collection-164100683.html

http://shine.yahoo.com/parenting/christy-turlington-collaborates-ergobaby-designer-collection-164100683.html

http://www.huffingtonpost.com/christy-turlington/in-the-minds-of-mothers-h_b_2002727.html

http://www.huffingtonpost.com/christy-turlington/in-the-minds-of-mothers-h_b_2002727.html

http://www.celebrityparentsmag.com/2012/10/christy-turlington-burns-and-ergobaby-launch-guest-designer-series.html



http://influencealley.nationaljournal.com/2012/10/congressional-offices-getting.php

http://influencealley.nationaljournal.com/2012/10/congressional-offices-getting.php

http://www.fashionnstyle.com/articles/3721/20121017/gwyneth-paltrow-looks-sexy-even-40-black.htm

http://www.fashionnstyle.com/articles/3721/20121017/gwyneth-paltrow-looks-sexy-even-40-black.htm

http://www.usnews.com/news/blogs/washington-whispers/2012/10/22/christy-turlington-womens-groups-try-to-give-congress-a-sex-education



http://skokie.suntimes.com/news/15699942-418/local-ceo-runs-marathon-with-mothers-in-mind.html

http://skokie.suntimes.com/news/15699942-418/local-ceo-runs-marathon-with-mothers-in-mind.html

http://wobmedia-news.ning.com/profiles/blogs/debut-christy-turlington-burns-and-ergobaby-launch-guest-designer

http://wobmedia-news.ning.com/profiles/blogs/debut-christy-turlington-burns-and-ergobaby-launch-guest-designer

http://www.celebritybabyscoop.com/2012/11/01/christy-turlington-runs-marathon-for-mothers-worldwide

http://www.celebritybabyscoop.com/2012/11/01/christy-turlington-runs-marathon-for-mothers-worldwide

http://omg.yahoo.com/news/celebrities-york-marathon-stars-slipping-sneakers-big-race-164600265.html

http://omg.yahoo.com/news/celebrities-york-marathon-stars-slipping-sneakers-big-race-164600265.html

http://womensrunning.competitor.com/2012/11/inspiration/every-mother-counts_7113

http://womensrunning.competitor.com/2012/11/inspiration/every-mother-counts_7113


Pregnancy & Newborn Magazine Facebook

Handle11.6.12 http://www.facebook.com/pnmag ING Marathon 14,261

Daily Mail 11.7.12

http://www.dailymail.co.uk/femail/arti-cle-2229278/43-yr-old-supermodel-Christy-Turling-

ton-studio-good-cause-modelling-Esprits-charity-sports-wear-range.html

Esprit Collection 8,853,600

E! Online 11.9.12 http://www.eonline.com/news/361944/christy-turlington-de-fies-aging-in-esprit-wellness-collection-campaign Esprit Collection 4,571,963

Style Quotidien 11.12.12 http://www.stylequotidien.com/esprit-t-shirts-for-the-every-mother-counts-charity/ Esprit Collection N/A

Shape.com 11.15.12 http://www.shape.com/celebrities/celebrity-photos/10-fe-male-celebs-who-have-aged-gracefully CTB and EMC 653,868

Fast Co.Exist 11.16.12 http://www.fastcoexist.com/1680919/the-10-most-generous-social-media-mavens#1

Most Generous Social Media 90,740

Huffington Post 11.20.12 http://www.huffingtonpost.com/christy-turlington/going-the-distance-moms_b_2167199.html?utm_hp_ref=impact

Erin and CTB guest write 36,531,523

Tribeca Citizen 11.21.12 http://tribecacitizen.com/2012/11/21/seen-heard-verizon-help/

roberta roller rabbit Event Listing 3,684

All Parenting 11.23.12 http://www.allparenting.com/my-me-time/articles/966281/christy-turlington-is-certain-that-every-mother-counts CTB and EMC 95,105

Goop 11.22.12 http://goop.com/journal/get/202/wish-list Holiday Gift Guide 31,022

Fast Co Exist 12.7.12 http://www.fastcoexist.com/1681024/how-christy-turlington-is-using-her-star-power-to-help-mothers-around-the-world CTB and EMC 90,740

GetMilkShake.com 12.11.12 http://www.getmilkshake.com/kids/gift_ideas_that_give_back_to_moms Gifts that give 1,348

A s s o C i At e d p r e s s p i C k u p

yahoo News May 2, 2012 http://news.yahoo.com/no-flowers-turlington-burns-moth-ers-day-150704123.html No Mother’s Day 57,077,098

Huffington Post May 2, 2012 http://www.huffingtonpost.com/2012/05/02/no-flow-ers-for-turlington_0_n_1471055.html No Mother’s Day 31,687,998

Washington Post May 2, 2012http://www.washingtonpost.com/lifestyle/home/

christy-turlington-burns-aims-to-honor-mothers-with-no-mothers-day-mothers-day/2012/05/02/

gIQA1xTYwT_story.htmlNo Mother’s Day 9,703,519

Denver Post May 2, 2012 http://www.denverpost.com/headlines/ci_20530037/no-flow-ers-turlington-burns-this-mothers-day No Mother’s Day 2,163,102

AZ Central May 2, 2012http://www.azcentral.com/ent/celeb/arti-

cles/2012/05/02/20120502no-flowers-christy-turl-ington-burns-mothers-day.html


Seattle Post-Intelli-gencer May 2, 2012 http://www.seattlepi.com/living/article/No-flowers-for-Turl-

ington-Burns-this-Mother-s-Day-3527600.php No Mother’s Day 1,245,390

Kansas City Star May 2, 2012 http://www.kansascity.com/2012/05/02/3588662/no-flow-ers-for-turlington-burns.html No Mother’s Day 962,726

Globe and Mail May 8, 2012http://www.theglobeandmail.com/life/parenting/moth-

ers-day/why-christy-turlington-wants-you-to-boycott-moth-ers-day/article2426678/?utm_medium=Feeds%3A%20

RSS%2FAtom&utm_source=Life&utm_content=2426678No Mother’s Day 835,016

Star-Telegram May 2, 2012 http://www.star-telegram.com/2012/05/02/3930844/video-aims-to-honor-mothers-who.html#tvg No Mother’s Day 639,968

News OK May 7, 2012 http://newsok.com/no-flowers-for-turlington-burns-this-mothers-day/article/3673333 No Mother’s Day 633,071

Idaho Statesman May 2, 2012 http://www.idahostatesman.com/2012/05/02/2100186/no-flowers-for-turlington-burns.html No Mother’s Day 242,337

Inquirer.net May 4, 2012 http://entertainment.inquirer.net/38925/no-flowers-for-turl-ington-burns-this-mothers-day No Mother’s Day 214,890

The Day (Connecticut) May 6, 2012 http://www.theday.com/article/20120506/ENT15/305069953/-1/ENT No Mother’s Day 142,333

The Mercury May 2, 2012http://www.pottsmerc.com/article/20120502/

LIFE/120509834/no-flowers-for-turlington-burns-this-moth-er-s-day-


http://www.facebook.com/pnmag

http://www.eonline.com/news/361944/christy-turlington-defies-aging-in-esprit-wellness-collection-campaign

http://www.eonline.com/news/361944/christy-turlington-defies-aging-in-esprit-wellness-collection-campaign

http://news.yahoo.com/no-flowers-turlington-burns-mothers-day-150704123.html

http://news.yahoo.com/no-flowers-turlington-burns-mothers-day-150704123.html

http://www.huffingtonpost.com/2012/05/02/no-flowers-for-turlington_0_n_1471055.html

http://www.huffingtonpost.com/2012/05/02/no-flowers-for-turlington_0_n_1471055.html

http://www.washingtonpost.com/lifestyle/home/christy-turlington-burns-aims-to-honor-mothers-with-no-mothers-day-mothers-day/2012/05/02/gIQA1xTYwT_story.html




http://www.seattlepi.com/living/article/No-flowers-for-Turlington-Burns-this-Mother-s-Day-3527600.php

http://www.seattlepi.com/living/article/No-flowers-for-Turlington-Burns-this-Mother-s-Day-3527600.php

http://www.theglobeandmail.com/life/parenting/mothers-day/why-christy-turlington-wants-you-to-boycott-mothers-day/article2426678/?utm_medium=Feeds%3A%20RSS%2FAtom&utm_source=Life&utm_content=2426678





South East Missourian May 4, 2012 http://www.semissourian.com/story/1845004.html No Mother’s Day 100,379

Herald News May 4, 2012 http://www.heraldnews.com/newsnow/x1120196927/Model-calls-for-recognition-of-moms No Mother’s Day 93,895

Log Cabin Democrat May 2, 2012 http://thecabin.net/news/2012-05-02/fashion-model-spot-lights-maternal-mortality-mothers-day#.T6mYd1Jvy3Y No Mother’s Day 92,836

East oregonian May 2, 2012http://www.eastoregonian.com/community/entertainment_news/other/no-flowers-for-turlington-burns-this-mother-s-day/article_d9205bd3-d2e0-55f6-8ecf-da6ebab100c0.html


Metro (Canada) May 2, 2012 http://metronews.ca/news/world/128873/video-chris-ty-turlington-honours-mothers-no-mothers-day/ No Mother’s Day 27,213

North West Indiana Times May 4, 2012

http://www.nwitimes.com/niche/yourfamily/wellness/no-flowers-for-christy-turlington-burns-this-

mother-s-day/article_5f6d9fdf-d3e1-5b0c-ae0c-158fa4f53d38.html


The Berkshire Eagle May 3, 2012 http://www.berkshireeagle.com/entertainment/ci_20536267/christy-turlington-no-flowers-cards-mothers-day-please No Mother’s Day 69,624

Post and Courier May 11, 2012 http://www.postandcourier.com/article/20120511/PC1208/120519878/1002 No Mother’s Day 270,670

Salon May 2, 2012 http://www.salon.com/2012/05/02/no_flowers_for_turling-ton_burns_this_mothers_day/ No Mother’s Day 1,429,329

News Channel 5 May 2, 2012 http://www.newschannel5.com/story/18061782/no-flowers-for-turlington-burns-this-mothers-day No Mother’s Day 307,618

News on 6 May 2, 2012 http://www.newson6.com/story/18061782/no-flowers-for-turlington-burns-this-mothers-day No Mother’s Day 351,877

CBS 8 May 2, 2012 http://www.cbs8.com/story/18061782/no-flowers-for-turling-ton-burns-this-mothers-day No Mother’s Day 216,987

The News Tribune May 2, 2012 http://www.thenewstribune.com/2012/05/02/2128662/no-flowers-for-turlington-burns.html No Mother’s Day 440,320

My Fox Alabama May 2, 2012 http://www.myfoxal.com/story/18061782/no-flowers-for-turl-ington-burns-this-mothers-day No Mother’s Day 170,036

The Daily News Online May 9, 2012 http://thedailynewsonline.com/lifestyles/article_17673f02-9973-11e1-86f8-0019bb2963f4.html No Mother’s Day 50,435

Lubbock Ava-lanche-Journal May 6, 2012 http://lubbockonline.com/life/2012-05-06/turlington-burns-

doesnt-want-anything-mothers-day#.T7F0LlJvy3Y No Mother’s Day 204,972

KSFY-TV May 2, 2012 http://www.ksfy.com/story/18061782/no-flowers-for-turling-ton-burns-this-mothers-day No Mother’s Day 71,715

WIS-TV May 2, 2012 http://www.wistv.com/story/18061782/no-flowers-for-turling-ton-burns-this-mothers-day No Mother’s Day 244,224

WAFB-TV May 2, 2012 http://www.wafb.com/story/18061782/no-flowers-for-turling-ton-burns-this-mothers-day No Mother’s Day 154,608

WRCB-TV May 2, 2012 http://www.wrcbtv.com/story/18061782/no-flowers-for-turl-ington-burns-this-mothers-day No Mother’s Day 103,059

In Forum May 2, 2012 http://www.inforum.com/event/article/id/359523/group/Life/ No Mother’s Day 206,791

Broadcast Newsroom May 2, 2012 http://webcast.broadcastnewsroom.com/article/No-flowers-for-Turlington-Burns-this-Mothers-Day-2003239 No Mother’s Day 12,345

WHEC-TV May 2, 2012 http://www.whec.com/article/stories/S2603894.shtml?-cat=10073 No Mother’s Day 100,140

WPVI-TV May 2, 2012 http://abclocal.go.com/wpvi/story?section=news/entertain-ment&id=8645097 No Mother’s Day N/A

NOLA.com May 2, 2012http://www.nola.com/newsflash/index.ssf/story/no-flow-

ers-for-turlington-burns-this-mothers-day/79663b-3343f44ed6b6fad0b8f6872344


York Dispatch May 2, 2012 http://www.yorkdispatch.com/entertainment/ci_20530037/no-flowers-turlington-burns-this-mothers-day No Mother’s Day 59,456

Washington Times May 2, 2012 http://www.washingtontimes.com/news/2012/may/2/no-flowers-for-turlington-burns-this-mothers-day/ No Mother’s Day 1,919,694

KPHO-TV May 2, 2012 http://www.kpho.com/story/18061782/no-flowers-for-turling-ton-burns-this-mothers-day No Mother’s Day 198,341

NECN-TV May 2, 2012http://www.necn.com/05/02/12/No-flowers-for-Turling-

ton-Burns-this-Mot/landing_nation.html?&apID=79663b-3343f44ed6b6fad0b8f6872344


http://www.semissourian.com/story/1845004.html

http://metronews.ca/news/world/128873/video-christy-turlington-honours-mothers-no-mothers-day/

http://metronews.ca/news/world/128873/video-christy-turlington-honours-mothers-no-mothers-day/

http://www.nwitimes.com/niche/yourfamily/wellness/no-flowers-for-christy-turlington-burns-this-mother-s-day/article_5f6d9fdf-d3e1-5b0c-ae0c-158fa4f53d38.html




http://www.berkshireeagle.com/entertainment/ci_20536267/christy-turlington-no-flowers-cards-mothers-day-please

http://www.berkshireeagle.com/entertainment/ci_20536267/christy-turlington-no-flowers-cards-mothers-day-please

http://www.postandcourier.com/article/20120511/PC1208/120519878/1002

http://www.postandcourier.com/article/20120511/PC1208/120519878/1002

http://www.salon.com/2012/05/02/no_flowers_for_turlington_burns_this_mothers_day/

http://www.salon.com/2012/05/02/no_flowers_for_turlington_burns_this_mothers_day/

http://www.newschannel5.com/story/18061782/no-flowers-for-turlington-burns-this-mothers-day

http://www.newschannel5.com/story/18061782/no-flowers-for-turlington-burns-this-mothers-day

http://www.newson6.com/story/18061782/no-flowers-for-turlington-burns-this-mothers-day

http://www.newson6.com/story/18061782/no-flowers-for-turlington-burns-this-mothers-day

http://www.cbs8.com/story/18061782/no-flowers-for-turlington-burns-this-mothers-day

http://www.cbs8.com/story/18061782/no-flowers-for-turlington-burns-this-mothers-day

http://www.thenewstribune.com/2012/05/02/2128662/no-flowers-for-turlington-burns.html

http://www.thenewstribune.com/2012/05/02/2128662/no-flowers-for-turlington-burns.html

http://www.myfoxal.com/story/18061782/no-flowers-for-turlington-burns-this-mothers-day

http://www.myfoxal.com/story/18061782/no-flowers-for-turlington-burns-this-mothers-day

http://thedailynewsonline.com/lifestyles/article_17673f02-9973-11e1-86f8-0019bb2963f4.html

http://thedailynewsonline.com/lifestyles/article_17673f02-9973-11e1-86f8-0019bb2963f4.html

http://www.ksfy.com/story/18061782/no-flowers-for-turlington-burns-this-mothers-day

http://www.ksfy.com/story/18061782/no-flowers-for-turlington-burns-this-mothers-day

http://www.wistv.com/story/18061782/no-flowers-for-turlington-burns-this-mothers-day

http://www.wistv.com/story/18061782/no-flowers-for-turlington-burns-this-mothers-day

http://www.wafb.com/story/18061782/no-flowers-for-turlington-burns-this-mothers-day

http://www.wafb.com/story/18061782/no-flowers-for-turlington-burns-this-mothers-day

http://www.wrcbtv.com/story/18061782/no-flowers-for-turlington-burns-this-mothers-day

http://www.wrcbtv.com/story/18061782/no-flowers-for-turlington-burns-this-mothers-day

http://www.inforum.com/event/article/id/359523/group/Life/

http://webcast.broadcastnewsroom.com/article/No-flowers-for-Turlington-Burns-this-Mothers-Day-2003239

http://webcast.broadcastnewsroom.com/article/No-flowers-for-Turlington-Burns-this-Mothers-Day-2003239

http://www.whec.com/article/stories/S2603894.shtml?cat=10073

http://www.whec.com/article/stories/S2603894.shtml?cat=10073

http://abclocal.go.com/wpvi/story?section=news/entertainment&id=8645097

http://abclocal.go.com/wpvi/story?section=news/entertainment&id=8645097

http://www.nola.com/newsflash/index.ssf/story/no-flowers-for-turlington-burns-this-mothers-day/79663b3343f44ed6b6fad0b8f6872344



http://www.yorkdispatch.com/entertainment/ci_20530037/no-flowers-turlington-burns-this-mothers-day

http://www.yorkdispatch.com/entertainment/ci_20530037/no-flowers-turlington-burns-this-mothers-day

http://www.washingtontimes.com/news/2012/may/2/no-flowers-for-turlington-burns-this-mothers-day/

http://www.washingtontimes.com/news/2012/may/2/no-flowers-for-turlington-burns-this-mothers-day/

http://www.kpho.com/story/18061782/no-flowers-for-turlington-burns-this-mothers-day

http://www.kpho.com/story/18061782/no-flowers-for-turlington-burns-this-mothers-day

http://www.necn.com/05/02/12/No-flowers-for-Turlington-Burns-this-Mot/landing_nation.html?&apID=79663b3343f44ed6b6fad0b8f6872344




WBOC-TV May 2, 2012 http://www.wboc.com/story/18061782/no-flowers-for-turl-ington-burns-this-mothers-day No Mother’s Day 123,093

KATV-TV May 2, 2012 http://www.katv.com/story/18061782/no-flowers-for-turling-ton-burns-this-mothers-day No Mother’s Day 177,926

CBS Atlanta May 2, 2012 http://www.cbsatlanta.com/story/18061782/no-flowers-for-turlington-burns-this-mothers-day No Mother’s Day 140,001

CBS Springfield May 2, 2012 http://www.cbs3springfield.com/story/18061782/no-flowers-for-turlington-burns-this-mothers-day No Mother’s Day 31,409

Alamogordo News May 2, 2012 http://www.alamogordonews.com/ci_20530037/no-flowers-turlington-burns-this-mothers-day No Mother’s Day 29,587

Sun Herald May 2, 2012 http://www.sunherald.com/2012/05/02/3920803/no-flow-ers-for-turlington-burns.html No Mother’s Day 167,222

Merced Sun Star May 2, 2012 http://www.mercedsunstar.com/2012/05/02/2330561/no-flowers-for-turlington-burns.html No Mother’s Day 64,062

Telegram May 2, 2012 http://www.telegram.com/article/20120509/NEWS/105099899/1312 No Mother’s Day 237,092

Seattle Times May 2, 2012 http://seattletimes.nwsource.com/html/entertain-ment/2018121678_apusfashionchristyturlingtonburns.html No Mother’s Day 1,556,590

Sacramento Bee May 2, 2012 http://www.sacbee.com/2012/05/02/4459766/no-flow-ers-for-turlington-burns.html No Mother’s Day 988,414

Macon Telegraph May 2, 2012 http://www.macon.com/2012/05/02/2011149/no-flow-ers-for-turlington-burns.html No Mother’s Day 169,350

KSL-TV May 2, 2012 http://www.ksl.com/?nid=156&sid=20235168 No Mother’s Day 1,628,671

Boston.com May 2, 2012 http://articles.boston.com/2012-05-02/ae/31541329_1_mom-flowers-christy-turlington-burns-mothers No Mother’s Day 2,831,117

Washington Examiner May 2, 2012 http://washingtonexaminer.com/entertainment/2012/05/no-flowers-turlington-burns-mothers-day/562511 No Mother’s Day 1,319,124

Centre Daily May 2, 2012 http://www.centredaily.com/2012/05/02/3182924/no-flow-ers-for-turlington-burns.html No Mother’s Day 147,234

http://www.wboc.com/story/18061782/no-flowers-for-turlington-burns-this-mothers-day

http://www.wboc.com/story/18061782/no-flowers-for-turlington-burns-this-mothers-day

http://www.katv.com/story/18061782/no-flowers-for-turlington-burns-this-mothers-day

http://www.katv.com/story/18061782/no-flowers-for-turlington-burns-this-mothers-day

http://www.cbsatlanta.com/story/18061782/no-flowers-for-turlington-burns-this-mothers-day

http://www.cbsatlanta.com/story/18061782/no-flowers-for-turlington-burns-this-mothers-day

http://www.cbs3springfield.com/story/18061782/no-flowers-for-turlington-burns-this-mothers-day

http://www.cbs3springfield.com/story/18061782/no-flowers-for-turlington-burns-this-mothers-day

http://www.alamogordonews.com/ci_20530037/no-flowers-turlington-burns-this-mothers-day

http://www.alamogordonews.com/ci_20530037/no-flowers-turlington-burns-this-mothers-day

http://www.sunherald.com/2012/05/02/3920803/no-flowers-for-turlington-burns.html

http://www.sunherald.com/2012/05/02/3920803/no-flowers-for-turlington-burns.html

http://www.mercedsunstar.com/2012/05/02/2330561/no-flowers-for-turlington-burns.html

http://www.mercedsunstar.com/2012/05/02/2330561/no-flowers-for-turlington-burns.html

http://www.telegram.com/article/20120509/NEWS/105099899/1312

http://www.telegram.com/article/20120509/NEWS/105099899/1312

http://seattletimes.nwsource.com/html/entertainment/2018121678_apusfashionchristyturlingtonburns.html

http://seattletimes.nwsource.com/html/entertainment/2018121678_apusfashionchristyturlingtonburns.html

http://www.sacbee.com/2012/05/02/4459766/no-flowers-for-turlington-burns.html

http://www.sacbee.com/2012/05/02/4459766/no-flowers-for-turlington-burns.html

http://www.macon.com/2012/05/02/2011149/no-flowers-for-turlington-burns.html

http://www.macon.com/2012/05/02/2011149/no-flowers-for-turlington-burns.html

http://www.ksl.com/?nid=156&sid=20235168

http://articles.boston.com/2012-05-02/ae/31541329_1_mom-flowers-christy-turlington-burns-mothers

http://articles.boston.com/2012-05-02/ae/31541329_1_mom-flowers-christy-turlington-burns-mothers

http://washingtonexaminer.com/entertainment/2012/05/no-flowers-turlington-burns-mothers-day/562511

http://washingtonexaminer.com/entertainment/2012/05/no-flowers-turlington-burns-mothers-day/562511

http://www.centredaily.com/2012/05/02/3182924/no-flowers-for-turlington-burns.html

http://www.centredaily.com/2012/05/02/3182924/no-flowers-for-turlington-burns.html


B l o g C o v e r A g e

MEDIA OUTLET RUN DATE LINk STORy ANgLE IMPRESSIONS

Dwell Studio May 2, 2012 http://www.dwellstudio.com/blog/every-moth-er-counts/ No Mother’s Day 15,172

Mother Nature Net-work May 8, 2012

http://www.mnn.com/family/family-activities/blogs/no-mothers-day-campaign-asks-moms-

to-boycott-the-dayNo Mother’s Day 870,407

Celebrity Gossip May 7, 2012http://celebrity-gossip.net/christy-tur-lington/christy-turlington-covers-natu-

ral-health-june-2012-628490CTB on cover of Natural

Health 560,459

TheBump.com May 4, 2012 http://blog.thebump.com/2012/05/04/should-you-boycott-mothers-day/ No Mother’s Day 476,832

Gossip Center May 7, 2012http://www.gossipcenter.com/christy-tur-

lington/christy-turlington-covers-natu-ral-health-june-2012-628490

CTB on cover of Natural Health 466,512

The Fashion Spot May 2, 2012http://www.thefashionspot.com/buzz-news/latest-news/173657-christy-turlington-asks-

moms-to-disappear-on-mothers-dayNo Mother’s Day 435,640

Bliss Tree May 11, 2012http://blisstree.com/live/christy-turling-

tons-mothers-day-boycott-sparks-controver-sy-over-maternal-health-106/


Celebrity Baby Scoop May 3, 2012 http://celebritybabyscoop.com/2012/05/03/christy-turlington-launches-no-mothers-day No Mother’s Day 106,362

oNE May 7, 2012 http://one.org/blog/author/christy-turlington/ No Mother’s Day 80,149

Mama Pop May 10, 2012 http://www.mamapop.com/2012/05/christy-turlington-says-no-to-mothers-day.html No Mother’s Day 51,180

Mommyish May 3, 2012http://mommyish.com/stuff/christy-turlington-urges-us-to-skip-mothers-day-this-year-but-i-

have-no-idea-why-724/No Mother’s Day 43,267

Dooce May 2, 2012 http://dooce.com/2012/05/02/no-mothers-day No Mother’s Day 33,275

Ecorazzi May 3, 2012http://www.ecorazzi.com/2012/05/03/watch-christy-turlingtons-no-mothers-day-mothers-

day/No Mother’s Day 30,348

Tonic May 2, 2012 http://www.tonic.com/post/christy-turlington-wants-you-to-say-no-to-mothers-day/ No Mother’s Day 13,392

Elizabeth Street May 14, 2012 http://elizabethstreet.com/living/no-mothers-day No Mother’s Day 6,674

Her Bad Mother May 10, 2012http://herbadmother.com/2012/05/silence-can-

be-deafening-behind-the-scenes-of-the-no-mothers-day-campaign/


Million Moms Chal-lenge May 10, 2012 http://www.millionmomschallenge.org/stories/

entry/2/489 No Mother’s Day N/A

Global Health Hub May 8, 2012http://www.globalhealthhub.org/2012/05/08/

former-model-advocate-christy-turling-ton-burns-discusses-no-mothers-day/

No Mother’s Day N/A

4 Mother’s May 11, 2012 http://4mothers1blog.wordpress.com/2012/05/11/no-mothers-day/ No Mother’s Day N/A

opportunity Blog 9.12.12http://www.opportunity.org/blog/christy-turling-

ton-burns-visits-arusha-tanzania-branch-ev-ery-mother-counts/#.UFx-u65HW3E

Tanzania Visit N/A

1st Gen Band 9.20.12 http://1stgenband.com/news/2012/celebrities-ready-for-new-york-city-marathon Daily News pickup N/A

Jen 99 9.20.12 http://www.jen99.com/2012/09/20/celebs-run-ning-the-nyc-marathon/ Daily News pickup 5,158

The Philanthropic Shopper 6.6.12 http://www.we-care.com/blog/2012/every-

mother-counts-guest-blog-post-by-minted/Guest Blog post by

Minter N/A

your olive Branch 9.18.12 http://news.yourolivebranch.org/2012/09/18/saving-the-lives-of-malawis-children/ EMC stat used 1,999

Introducing Grace 8.22.12 http://introducinggrace.blogspot.com/2012/08/opting-out-of-mommy-wars.html BlogHer N/A

http://www.dwellstudio.com/blog/every-mother-counts/

http://www.dwellstudio.com/blog/every-mother-counts/

http://www.mnn.com/family/family-activities/blogs/no-mothers-day-campaign-asks-moms-to-boycott-the-day



http://celebrity-gossip.net/christy-turlington/christy-turlington-covers-natural-health-june-2012-628490



http://blog.thebump.com/2012/05/04/should-you-boycott-mothers-day/

http://blog.thebump.com/2012/05/04/should-you-boycott-mothers-day/

http://www.gossipcenter.com/christy-turlington/christy-turlington-covers-natural-health-june-2012-628490



http://www.thefashionspot.com/buzz-news/latest-news/173657-christy-turlington-asks-moms-to-disappear-on-mothers-day



http://blisstree.com/live/christy-turlingtons-mothers-day-boycott-sparks-controversy-over-maternal-health-106/



http://celebritybabyscoop.com/2012/05/03/christy-turlington-launches-no-mothers-day

http://celebritybabyscoop.com/2012/05/03/christy-turlington-launches-no-mothers-day

http://one.org/blog/author/christy-turlington/

http://www.mamapop.com/2012/05/christy-turlington-says-no-to-mothers-day.html

http://www.mamapop.com/2012/05/christy-turlington-says-no-to-mothers-day.html

http://mommyish.com/stuff/christy-turlington-urges-us-to-skip-mothers-day-this-year-but-i-have-no-idea-why-724/



http://dooce.com/2012/05/02/no-mothers-day

http://www.ecorazzi.com/2012/05/03/watch-christy-turlingtons-no-mothers-day-mothers-day/



http://www.tonic.com/post/christy-turlington-wants-you-to-say-no-to-mothers-day/

http://www.tonic.com/post/christy-turlington-wants-you-to-say-no-to-mothers-day/

http://elizabethstreet.com/living/no-mothers-day

http://elizabethstreet.com/living/no-mothers-day

http://herbadmother.com/2012/05/silence-can-be-deafening-behind-the-scenes-of-the-no-mothers-day-campaign/



http://www.millionmomschallenge.org/stories/entry/2/489

http://www.millionmomschallenge.org/stories/entry/2/489

http://www.globalhealthhub.org/2012/05/08/former-model-advocate-christy-turlington-burns-discusses-no-mothers-day/



http://4mothers1blog.wordpress.com/2012/05/11/no-mothers-day/

http://4mothers1blog.wordpress.com/2012/05/11/no-mothers-day/

http://1stgenband.com/news/2012/celebrities-ready-for-new-york-city-marathon

http://1stgenband.com/news/2012/celebrities-ready-for-new-york-city-marathon

http://www.jen99.com/2012/09/20/celebs-running-the-nyc-marathon/

http://www.jen99.com/2012/09/20/celebs-running-the-nyc-marathon/

http://www.we-care.com/blog/2012/every-mother-counts-guest-blog-post-by-minted/

http://www.we-care.com/blog/2012/every-mother-counts-guest-blog-post-by-minted/

http://news.yourolivebranch.org/2012/09/18/saving-the-lives-of-malawis-children/

http://news.yourolivebranch.org/2012/09/18/saving-the-lives-of-malawis-children/

http://introducinggrace.blogspot.com/2012/08/opting-out-of-mommy-wars.html

http://introducinggrace.blogspot.com/2012/08/opting-out-of-mommy-wars.html


Frisco Kids 8.23.12 http://www.friscokids.net/2012/08/make-differ-ence-women-kids-and-schools.html BlogHer 155

Non Toxic Kids 8.9.12 http://www.non-toxickids.net/2012/08/blogher-2012-women-as-change-agents.html BlogHer N/A

Groovy Green Living 8.9.12 http://groovygreenlivin.com/2012/08/more-blogher-2012-highlights BlogHer 1,198

Ms. Fabulous 8.7.12 http://www.msfabulous.com/2012/08/blogher-2012-fashion-show.html Blog Her 489

Mixed Threads 8.6.12 http://www.mixedthreadsblog.com/2012/08/blogher12-wrap-up.html Blog Her N/A

Love Them Madly 8.6.12 http://www.lovethemmadly.com/2012/08/06/not-just-for-the-swag-of-it/ Blog Her 1,133

iMovieZone 8.23.12http://imoviezone.wordpress.com/2012/08/23/

christy-turlington-burns-grace-is-8-going-on-14/

DuJour pickup N/A

Babyrazzi 8.22.12 http://www.babyrazzi.com/tag/christy-turling-ton/ DuJour pickup 21,579

Moms rising 8.2.12http://www.momsrising.org/blog/materni-ty-leave-matters-highlights-from-momsris-

ing-radio/Moms rising radio 14,867

The Points Guy 9.4.12http://thepointsguy.com/2012/09/giveaway-be-my-guest-at-conde-nast-travelers-visionaries-

gala-in-nyc/Visionaries Gala give-

away 35,276

Girlie Girl Army 7.26.12 http://girliegirlarmy.com/exclusive/20120726/hatching-something-beautiful/ Hatch partnership 1,850

ACOG President’s Blog 8.16.12

http://acogpresident.org/2012/08/16/guest-blog-a-global-focus-on-maternal-mortality-

saving-mothers-giving-life/Saving Mothers, Giving

Life N/A

Another Mother runner 10.2.12

http://anothermotherrunner.com/2012/10/02/hump-day-giveaway-every-mother-count-

soiselle-hoodie-x2/oiselle giveaway 1,341

Ergo Baby Blog 10.8.12 http://blog.ergobaby.com/2012/10/every-moth-er-counts-share-your-birth-story/ Ergo Baby partnership 5,438

The Mama Maven 10.3.12http://www.themamamaven.com/2012/10/03/nyc-event-this-friday-tracy-andersons-preg-nancy-project-dvd-series-launch-supporting-every-mother-counts-a-few-tickets-available/


Sassphalt runner 10.3.12 http://sassphaltrunner.com/because-ev-ery-mother-counts/ N/A

The Culture Mom 10.2.12 http://www.theculturemom.com/pregnancypro-jecteverymothercountsbenefit/

Tracy Anderson’s “The Pregnancy Project” 631

Mom Trends NYC 10.3.12http://www.momtrendsnyc.com/2012/10/

tracy-andersons-the-pregnancy-project-bene-fiting-every-mother-counts/

Tracy Anderson’s “The Pregnancy Project” 84

Have U Heard 10.8.12 http://haveuheard.net/2012/10/exclu-sive-gwyneth-paltrow-talks-butt-video/


Celebzter 10.9.12http://celebzter.com/behind-the-velvet-rope-tracy-anderson-gwyneth-paltrow-and-christy-

turlington-burns-come-out-to-celebrate-a-great-cause/


I’m Not Obsessed 10.5.12http://www.imnotobsessed.com/2012/10/05/

celebrities-attend-the-launch-of-the-tra-cy-anderson-method-pregnancy-project/#.

UHR3AK5HW3E


Harvard School of Public Health Blog 10.4.12 http://www.hsph.harvard.edu/news/features/

features/alumni-weekend-2012.htmlWomen and Health

Symposium 96,177

Glamamom 10.8.12 http://www.glamamom.com/2012/10/mode-monday-the-pregnancy-project.html


Chic Mama LA 10.2.12 http://www.chicmamala.com/2012/10/tra-cy-anderson-pregnancy-project_2.html

Tracy Anderson’s “The Pregnancy Project” N/A

Celebitchy 10.7.12http://www.celebitchy.com/255841/gwyn-

eth_paltrow_i_try_to_promote_self-growth_re-flection_for_myself_every_day


http://www.friscokids.net/2012/08/make-difference-women-kids-and-schools.html

http://www.friscokids.net/2012/08/make-difference-women-kids-and-schools.html

http://www.non-toxickids.net/2012/08/blogher-2012-women-as-change-agents.html

http://www.non-toxickids.net/2012/08/blogher-2012-women-as-change-agents.html

http://groovygreenlivin.com/2012/08/more-blogher-2012-highlights

http://groovygreenlivin.com/2012/08/more-blogher-2012-highlights

http://www.msfabulous.com/2012/08/blogher-2012-fashion-show.html

http://www.msfabulous.com/2012/08/blogher-2012-fashion-show.html

http://www.mixedthreadsblog.com/2012/08/blogher12-wrap-up.html

http://www.mixedthreadsblog.com/2012/08/blogher12-wrap-up.html

http://www.lovethemmadly.com/2012/08/06/not-just-for-the-swag-of-it/

http://www.lovethemmadly.com/2012/08/06/not-just-for-the-swag-of-it/

http://imoviezone.wordpress.com/2012/08/23/christy-turlington-burns-grace-is-8-going-on-14/



http://www.babyrazzi.com/tag/christy-turlington/

http://www.babyrazzi.com/tag/christy-turlington/

http://www.momsrising.org/blog/maternity-leave-matters-highlights-from-momsrising-radio/



http://thepointsguy.com/2012/09/giveaway-be-my-guest-at-conde-nast-travelers-visionaries-gala-in-nyc/



http://girliegirlarmy.com/exclusive/20120726/hatching-something-beautiful/

http://girliegirlarmy.com/exclusive/20120726/hatching-something-beautiful/

http://acogpresident.org/2012/08/16/guest-blog-a-global-focus-on-maternal-mortality-saving-mothers-giving-life/



http://anothermotherrunner.com/2012/10/02/hump-day-giveaway-every-mother-countsoiselle-hoodie-x2/



http://blog.ergobaby.com/2012/10/every-mother-counts-share-your-birth-story/

http://blog.ergobaby.com/2012/10/every-mother-counts-share-your-birth-story/

http://www.themamamaven.com/2012/10/03/nyc-event-this-friday-tracy-andersons-pregnancy-project-dvd-series-launch-supporting-every-mother-counts-a-few-tickets-available/




http://sassphaltrunner.com/because-every-mother-counts/

http://sassphaltrunner.com/because-every-mother-counts/

http://www.theculturemom.com/pregnancyprojecteverymothercountsbenefit/

http://www.theculturemom.com/pregnancyprojecteverymothercountsbenefit/

http://www.momtrendsnyc.com/2012/10/tracy-andersons-the-pregnancy-project-benefiting-every-mother-counts/



http://haveuheard.net/2012/10/exclusive-gwyneth-paltrow-talks-butt-video/

http://haveuheard.net/2012/10/exclusive-gwyneth-paltrow-talks-butt-video/

http://celebzter.com/behind-the-velvet-rope-tracy-anderson-gwyneth-paltrow-and-christy-turlington-burns-come-out-to-celebrate-a-great-cause/




http://www.hsph.harvard.edu/news/features/features/alumni-weekend-2012.html

http://www.hsph.harvard.edu/news/features/features/alumni-weekend-2012.html

http://www.glamamom.com/2012/10/mode-monday-the-pregnancy-project.html

http://www.glamamom.com/2012/10/mode-monday-the-pregnancy-project.html

http://www.chicmamala.com/2012/10/tracy-anderson-pregnancy-project_2.html

http://www.chicmamala.com/2012/10/tracy-anderson-pregnancy-project_2.html

http://www.celebitchy.com/255841/gwyneth_paltrow_i_try_to_promote_self-growth_reflection_for_myself_every_day




Ergobaby Blog 10.22.12 http://blog.ergobaby.com/2012/10/ma-mas-who-inspire-christy-turlington-burns/ Ergo Baby partnership 5,438

Another Mother runner 10.6.12 http://anothermotherrunner.com/2012/10/06/

supermodel-super-mother-runner/ ING Marathon 1,804

Babble – Famecrawler 10.17.12http://blogs.babble.com/famecrawl-er/2012/10/17/christy-turlington-run-ning-nyc-marathon-on-behalf-every-moth-er-video/

ING Marathon 1,441,176

Psychology Today – The Power of Slow 10.16.12 http://www.psychologytoday.com/blog/the-

power-slow/201210/running-life ING Marathon 1,160,206

Mother Nature Net-work 10.12.12 http://www.mnn.com/family/family-activities/

blogs/christy-turlington-burns-runs-for-moms ING Marathon 572,319

Cool Mom Picks 10.15.12http://www.coolmompicks.com/2012/10/

ergo_carrier_christy_turlington_every_moth-er_counts.php

Ergo Baby partnership 30,165

The Bump 10.18.12http://blog.thebump.com/2012/10/18/christy-turlington-burns-releases-new-ergobaby-carri-

er-line-for-a-good-cause/Ergo Baby partnership 16,574

recapo 10.18.12

http://www.recapo.com/today-show/kath-ie-lee-hoda/kathie-lee-hoda-interviews/

christy-turlington-burns-no-woman-no-cry-every-mother-counts/?utm_source=feed-

burner&utm_medium=feed&utm_campaign=-Feed%3A+Recapo+%28Recapo%3A+Tv+Re-

cap+Feed%29

Today Show Appear-ance 46,820

Momma’s Gone City 10.21.12http://www.mommasgonecity.

com/2012/10/a-beautiful-collaboration-ev-ery-mother-counts-ergobaby/

Ergo Baby Partnership 647

Mewruns 10.16.12 http://mewruns.com/2012/10/16/every-moth-er-counts-solidarity-run/ ING Marathon N/A

Belly Itch 10.19.12 http://www.bellyitchblog.com/2012/10/ergoba-by-christy-turlington-team-up-to.html Ergo Baby Partnership 8,979

Elizabeth Street 10.24.12 http://www.elizabethstreet.com/living/ev-ery-mother-counts?section=home EMC feature 52,464

Destination Iman 11.12.12 http://www.destinationiman.com/the-art-of-giving-beauty/ 1,600

Celebrity Parents Magazine 11.10.12

http://www.celebrityparentsmag.com/2012/10/christy-turlington-burns-and-ergoba-by-launch-guest-designer-series.html

Ergo Baby 2,377

A List Mom 11.20.12 http://alistmom.com/giftguide2012/ Holiday Gift Guide 463

http://anothermotherrunner.com/2012/10/06/supermodel-super-mother-runner/

http://anothermotherrunner.com/2012/10/06/supermodel-super-mother-runner/

http://blogs.babble.com/famecrawler/2012/10/17/christy-turlington-running-nyc-marathon-on-behalf-every-mother-video/




http://www.psychologytoday.com/blog/the-power-slow/201210/running-life

http://www.psychologytoday.com/blog/the-power-slow/201210/running-life

http://www.mnn.com/family/family-activities/blogs/christy-turlington-burns-runs-for-moms

http://www.mnn.com/family/family-activities/blogs/christy-turlington-burns-runs-for-moms

http://www.coolmompicks.com/2012/10/ergo_carrier_christy_turlington_every_mother_counts.php



http://blog.thebump.com/2012/10/18/christy-turlington-burns-releases-new-ergobaby-carrier-line-for-a-good-cause/



http://www.recapo.com/today-show/kathie-lee-hoda/kathie-lee-hoda-interviews/christy-turlington-burns-no-woman-no-cry-every-mother-counts/?utm_source=feedburner&utm_medium=feed&utm_campaign=Feed%3A+Recapo+%28Recapo%3A+Tv+Recap+Feed%29







http://www.mommasgonecity.com/2012/10/a-beautiful-collaboration-every-mother-counts-ergobaby/



http://mewruns.com/2012/10/16/every-mother-counts-solidarity-run/

http://mewruns.com/2012/10/16/every-mother-counts-solidarity-run/

http://www.bellyitchblog.com/2012/10/ergobaby-christy-turlington-team-up-to.html

http://www.bellyitchblog.com/2012/10/ergobaby-christy-turlington-team-up-to.html

http://www.elizabethstreet.com/living/every-mother-counts?section=home

http://www.elizabethstreet.com/living/every-mother-counts?section=home

http://www.destinationiman.com/the-art-of-giving-beauty/

http://www.destinationiman.com/the-art-of-giving-beauty/




http://alistmom.com/giftguide2012/

Appendix 2. lIst of events J A n uA r yJanuary 10, 2012St Lukes-Roosevelt’s community screening and Q&A – NYCHosted by Dr. Jacques Moritz, Director, Gynecology Division, Department of OB/GYN m A r C hMarch 1Texas Children’s Hospital screening – Houston, TXMarch 7Barclays Screening and presentation- NY March 8, 2012Served as a U.S. Delegate to the UN Commission on the Status of Women, at the Introduction of the U.S.-Sponsored Maternal Mortality resolution during the Commission on the Status of Women (CSW) - NYCMarch 9, 2012NWNC and Q&A at the Man up/Empowerment series of events along with Ann Starrs, President of Family Care International and Nan Strauss, former researcher, Amnesty International - NYCMarch 9, 2012Attended the Women in the World Daily Beast Conference - NYC

A p r i lApril 3, 2012PUBLIC HEALTH Management Corporation (PHMC) Presents MOSAIC: A Celebration of 40 Years of Public Health Innovation - CTB presentation- Philadelphia, PAApril 5, 2012Lantos Foundation for Human Rights and Justice – NWNC screening & Q&A - New HampshirePanel with Dr. Barry Smith, Katrina Lantos Swett, and Dr. Oge youngApril 12, 2012Brigham & Women’s Hospital screening and Q&A - Boston, MAApril 16Lifeway Screening at the Ellen Stone Belic Institute for the Study of Women & Gender in the Arts and Media – Chicago, IL

• Publicscreening–Christy,JaneSaks(ExecutiveDirectoroftheEllenStonebelicInstitute,Colum-biaCollege)

• YPOscreening–Christy,JulieSmolyanksy(CEOoflifeway)andJonSiskel


m AyMay 7, 2012UCLA SCREENING with panel and Q&A – LAPanelists:• ChristyTurlingtonburns• Tedbraun,Writer-director• ChristopherTarnay,AssociateProfessorofObstet-rics,uClA

• PaulaTavrow,DirectorofuClA’sbixbyProgram• May8,2012

The American College of Obstetricians and Gynecologists’ 60th Annual Clinical Meeting (ACM- SAN DIEGO“Maternal and Child Mortality” Panel with Tonya Lewis Lee, author, producer, and documentary filmmaker, ‘Crisis in the Crib: Saving Our Nation’s Babies’May 9, 2012Minted partnership launch- San FranciscoMay 11, 2012Mpower lunch- EMC MOTHER’S DAY LUNCHEON - MICHAEL’SMay 18, 2012CTB receives humanitarian award at the NYU College of Nursing Graduation J u n eJune 6, 2012Attends Michelle Obama breakfast in NYCJune 11-13CTB speaks at Frontiers in Development Conference, Georgetown UniversityJune 25, 2012CGI “Healthy Mothers” Event

J u lyJuly 14, 2012Next Fifty “Groundswell”/Gates Foundation event – Seattle. CTB presents with Melinda Gates Au g u s tAugust 6BlogHer ‘11 - - NYC“Women Influencers as Change Agents” Panel with Soledad O’Brien and Malaak Compton RockAugust 7-8Saving Mothers, Giving Life Leadership Council meetings in Washington, DC

s e p t e m B e rSeptember 18, 2012Condé Nast Traveler gala -Visionaries Gala - Lincoln Center – NYC. CTB presented award from Iman September 21, 2012WRA Sarah Brown, Arianna Huffington, Donna Karen brunch, NyCSeptember 24- 25CGI - NYCSeptember 25Merck/PATH Maternal Health Innovations: Accelerating Access to Lifesaving Technologies for the Women Who Need Them MostSeptember 25, 2012EVERY WOMAN, EVERY CHILD- NYCSeptember 26, 2012First African Ladies lunch - Ford Foundation - NYCSeptember 28, 2012“Saving Lives that Give Life: Preventing Maternal Deaths and Advancing Women’s Health” The Forum webcast at the Harvard School of Public Health, with Christy, Professor Ana Langer, HSPH Dean Julio Frenk- Boston.HSPH NWNC screening & Q&A followed by reception with Dean Julio Frenk - Boston


o C t o B e rOctober 1, 2012 to October 3, 2012FORTUNE MOST POWERFUL SUMMIT, Laguna, CAOctober 5, 2012Tracy Anderson Pregnancy DVD series launch - NYCOctober 9, 2012ErgoBaby partnership launch eventOctober 11, 2012Maternal Outcomes Matter event at the University of Minnesota. NWNC screening and presentation.October 22, 2012Our Bodies, Ourselves NEWSMAKER event at the National Press Club, Washington, DCOctober 25, 2012HMS Global Health Council mtg - Boston, MA -Morning session: Harvard Medical School Global Health Advisory Council meetingwith Paul Farmer, MD, PhD, and council co-chairs Senator Bill Frist, MD, and Bill HelmanOctober 29SCAD FESTIVAL - NWNC screening and Q&A with producer, Dallas Brennan rexer

n o v e m B e rNov 4ING NYC Marathon**canceledNovember 9, 2012Screening at the Miami at the University of Miami School of Law with Planned Parenthood Global. Panelists who joined Christy:• Dr.lindavalencia,SeniorProgramOfficerforGuatemala

Planned Parenthood Global, (Featured in the film)• Deeredwine,latinAmericaregionalDirector,PlannedParenthoodGlobal

• ZanitaFenton,Professoroflaw,universityofMi-ami

• JennieJoseph,lM,CPM,Midwife,ExecutiveDirec-tor,ThebirthPlace/CommonsenseChildbirthInc,(Featuredinthefilm)

d e C e m B e rDec 3-4HSPH BDA meeting LondonNWNC screeningDec 4 & 5Trustee at Trust Women Conference• “Childmarriage,forcedmarriage”panel• TrustHeroAwardpresentation


Appendix 3. 2012 fIlM sCReenInGs

h o s t/l o C At i o n e s t At t e n d A n C e d At eCARE Sydney, Australia N/A Jan 11, 2012PP MN, ND, SD 26 Jan. 2012PP Advocates of Oregon 12 Jan. 2012PP Great Northwest 45 Jan. 2012PP N. Florida 50 Jan. 2012PP Health Systems, VA 55 Jan. 2012PP Comm Action Board, IN 45 Jan. 2012PP S. New England 30 Jan. 2012PP S. New England 40 Feb. 2012Columbia School of Midwifery 15 Feb 27, 2012Young Professionals for CARE 65 Feb 28, 2012Texas Children’s Hospital 150 March 1, 2012Barclays Capital 197 March 7, 2012University of Regina, Canada March 8, 2012The Man Up Film Festival 15 March 9, 2012Discovery Asia N/A March 23, 2012Global Film Series on Women’s Rights March 31, 2012PP W. Pennsylvania 30 March 2012PP Columbia Willamette 30 March 2012PP Montana, Helena 30 March 2012PP Montana, Great Falls 30 March 2012Upper Hudson PP 10 March 2012PP Health Systems 10 March 2012PP Indiana 30 March 2012PP Columbia Willamette 24 March 2012PP Northeast Ohio 20 March 2012Mt. Baker PP 53 March 2012Mt. Baker PP 45 March 2012PP Gulf Coast 20 March 2012PP Gulf Coast 50 March 2012PP Gulf Coast 50 March 2012PP Collier County 75 March 2012PP Greater Orlando 30 March 2012PP Nassau County 20 March 2012PP N. New England 13 March 2012PP Rochester/Syracuse 40 March 2012PP Santa Barbara, Ventura, San Luis 24 March 2012PP SW & Central Florida 30 March 2012


PP Rocky Mtns, Boulder 10 March 2012PP Rocky Mtns, CO Springs 15 March 2012PP Rocky Mtns, Denver 50 March 2012PP Pasadena & San Gabriel Valley 25 March 2012PP Pennsylvania Advocates 25 March 2012PP Shasta Pacific 25 March 2012PP Southeast 75 March 2012PP Rochester/Syracuse 20 March 2012PP Health Systems, NC 53 March 2012PP Delaware 75 March 2012PP Association of Mercer Area 15 March 2012PP of Heartland 2 March 2012Upper Hudson PP 10 March 2012PP Votes Northwest 50 March 2012PP Montana 32 March 2012PP N. New England 30 March 2012PP Rochester/Syracuse 40 March 2012PP Affiliates of NJ 35 March 2012PP SW Ohio Region 12 March 2012PP Southern Fingerlakes 10 March 2012Lantos Foundation Screening 300 April 5, 2012Brigham & Women’s Hospital screening 190 April 12, 2012YPO screening 160 April 2012 PP Advocates of Oregon 20 April 2012PP Montana 20 April 2012PP North County NY 45 April 2012PP Health Systems, WV 70 April 2012PP Rocky Mtns 40 April 2012UCLA 175 May 7, 2012 PP Indiana 45 May 2012PP Southern Fingerlakes 30 May 2012PP Mar Monte 12 June 2012Royal Society of Medicine London June 13, 2012Young Professionals for Care 80 Send Hope Not Flowers Charity Event 100 Sept 7, 2012Harvard - HSPH, Alumni 175 Sept. 28, 2012Maternal Outcomes Matters – MN 158 Oct 11, 2012Savannah Film Festival 300 Oct 29, 2012U of Miami School of Law 80 Nov 9, 2012London- HSPH 25 Dec 1, 2012

Total Live Screening Attendance 4053


E v e r y M o t h e r C o u n t s8 0 5 1 5 t h S t r e e t , N W S u i t e 7 0 0W a s h i n g t o n , D C 2 0 0 0 5

w w w . e v e r y m o t h e r C o u n t s . o r gi n f o @ e v e r y m o t h e r C o u n t s . o r g

http://www.everymothercounts.org

mailto:Info%40everymothercounts.org?subject=Hello

2012impactreport%28web%29

Documents

mother counts

preventable maternal

maternal health

c h r i s t y t u r

childbirth safe

maternal mortality reduction

past year

needless deaths