Every Mother Counts, the maternal health advocacy campaign founded by Christy Turlington Burns, is using the occasion of Mother's Day to highlight the prevalence of childbirth mortality. It follow's last year's film The Walkwith a Pinterest-based project. Created with CHI&Partners in New York, Give A Thought invites people to choose from over 40 thoughts to send to mothers, rather than giving a gift. There's also an option to create personalized thoughts through Twitter to share with others online. Each thought is accompanied by information about maternal mortality and an invitation to make a donation.