It’s no secret that Mother’s Day is the bull’s-eye on Every Mother Counts’ annual calendar.  That’s because it’s the one day of the year when people really think about their mothers and motherhood.  Sure, we think about Mom on other days too, but on this date in May, we think about gifts, flowers, brunch, cards and other ways to show our mothers just how much we love them.  For most people, it’s not a day when they focus on what it would mean if Mom had not survived her pregnancy.  

Last year our Mother’s Day campaign disrupted the conversation around the traditional celebration of Mother’s Day. Through our campaign and film entitled, No Mothers Day, we invited women to disappear on that day, discourage gifts and give people the opportunity to really take notice of what it means to a family when Mom is not there or, as happens to hundreds of thousands of families every year, when Mom dies during pregnancy or childbirth. We raised awareness and got a lot of people talking about maternal health, death and injury, many for the first time.  

This year, our campaign makes the natural evolution from NO Mothers Day to KNOW Mothers Day. Stepping through the door we opened last year, our hope is to spend this month combining the power of thoughts and actions to raise awareness about maternal health on this one day of the year when people think about Moms the most.

We’re starting with the idea that when it comes to gift giving, Mom was right: it’s the thought that counts. We’re excited to announce that this Mother’s Day we’ll be featuring a “Give A Thought” Pinterest campaign: We’ll remind husbands, fathers, partners, sons and daughters everywhere how important it is to appreciate their own mothers' presence, when so many mothers don’t survive childbirth. “Give a Thought” lets people send their mom a personalized message of love and appreciation, while also raising awareness about maternal health. 

But KNOWing Mother's Day isn't just about May 12th - there's a lot more on tap for the month of May. There's International day of the Midwife, National Nurse’s Week, Preeclampsia Month, Maternal Mental Health month and lots of new opportunities for our message and mission to reach new audiences. We’ll be talking about mental health, physical health and what we think about motherhood and our relationships.  We’ll be announcing a few Twitter parties throughout the month with focuses on modern motherhood, global motherhood, preeclampsia and mental health and we’ll keep you posted as plans get formalized. 

We’ll also be making a big announcement.  Hint:  it’s about our first US grant to be made to a program we can’t say enough good things about.  Stay tuned to find out more about our deserving grant recipient who is making a significant difference in maternal health outcomes right here in the US.

That’s just the beginning of what we’ll be tackling in May, but we hope it’s enough to make you think because this month, we want you to KNOW Mothers Day and make May a month where Every Mother Counts. 

HOW IT WORKS:  

Still worried about what to do for the Moms in your life for Mother’s Day? Don’t worry. You’re right on time and we’ve got you covered:

Give Mom a Thought!

Huh?  What’s that?  Let me explain:

Remember when your Mom said, “It’s the thought that counts,” and you didn’t believe her?  Remember how she got all teary-eyed over your scribbled misspelled cards, wilted handpicked flowers, glitter-bombed craft creations and the slightly scorched breakfast you made her?  That’s because the thought, planning and creativity you put into doing something special for her on Mother’s Day was the only thing that really mattered. Chances are, she's saved and cherished every one of those thoughts.   That’s why we’ve created the best way to show your Mom that you finally get it: It really is the thought that counts.

This year, for Mother’s Day, instead of giving her another bouquet of flowers that will wilt all too quickly or box of chocolates you just know everyone else will eat, give Mom a gift that matters. Give her a gift that will expand to reach countless other mothers and will show just how much you value motherhood: 

Give a thought.

Here’s how it works:

We’ve created a “Give a Thought” Pinterest board where people can view a variety of different Mother’s Day “thoughts,” like this: 

"I cherish the memories we shared when I was a kid.

I still don’t fully understand why you cut my hair in my underwear outside when I was five,

but I cherish it nonetheless.”

There are plenty to choose from and you can even take the pen yourself and suggest your own thought that reflects your own memories, hopes, dreams and wishes. When you select the sentiment that perfectly expresses your “thought,” click on the image.  It will allow you to share your thought with your mom via email, Facebook, twitter or pinterest. And if you want, you can then head over to the Every Mother Counts donation page to make a donation in your mother’s honor.  Because we believe the best way to show that Every Mother Counts, including the mothers in your life, is to help EVERY Mother to survive pregnancy and childbirth and thrive throughout her motherhood experience.  This year, Give a Thought. It really is the thought that counts.