Count the Kicks Campaign Launches in Indiana

State Expansion

• Kimberly Isburg
• 12.15.21

We are excited to announce that Anthem Blue Cross and Blue Shield in Indiana is partnering with us to educate and empower expectant parents in Indiana about the importance of tracking fetal movement in the third trimester of pregnancy. One out of every 165 pregnancies* in Indiana end in stillbirth, according to CDC Wonder. 

Thanks to the partnership with Anthem, maternal health providers, birthing hospitals, social service agencies, childbirth educators and other providers in Indiana can order FREE Count the Kicks educational materials to help them have the kick counting conversation with expectant parents. 

“Anthem is grateful to partner with Count the Kicks to provide real-time resources and solutions for expectant moms and families through educational and innovative programming,” said Dr. Kimberly Roop, Anthem Blue Cross and Blue Shield’s Medicaid President in Indiana. “This campaign will aid at-risk pregnant women and enhance their overall experience empowering them to take control of their health and discuss these vital details with their healthcare provider. Anthem remains committed to improving maternal and infant health outcomes across Indiana.”

CDC data shows that every year in the U.S. approximately 700 women will die from childbirth complications, and 23,500 babies will be stillborn. The risk is even greater for Black women who, according to the CDC, are twice as likely to lose a baby to stillbirth than their White neighbor, colleague, or friend. Black women are also three times more likely to die of pregnancy complications.

The Count the Kicks campaign is partnering with Indiana Minority Health Coalition to help reach those most at risk of experiencing a stillbirth. IMHC provides health education using evidence-based models, conducts community participatory research, provides training, develops policy, carries out advocacy activities and maintains a broad-based, statewide network of local minority health partners.

During the COVID-19 pandemic, expectant moms have reported changes to their regularly scheduled prenatal visits and an increase in telehealth visits. Recent research has also identified significant increases in stillbirth and maternal death since the pandemic began, making it an especially important time for pregnant people to track their babies’ movements in the third trimester. By doing so, expectant moms will have the peace of mind to know when things are okay and when things have changed. 

Count the Kicks has a free app available in the iOS and Google Play app stores that provides expectant moms a simple, non-invasive way to monitor their babies’ well-being every day. The Count the Kicks app is available in 12 languages, including English and Spanish. App users can see their kick-counting history, rate the strength of their baby’s movements, set daily reminders and have the ability to count for single babies and twins. Nearly 2,200 expectant women have downloaded the app in Indiana already.

According to CDC Wonder, Indiana loses approximately 502 babies to stillbirth each year. In Iowa, where Count the Kicks began, the state’s stillbirth rate dropped by nearly 32 percent in the first 10 years of the campaign (2008-2018). Iowa’s rate went from 33rd worst in the country to one of the lowest, while the country’s rate remained relatively flat. Through this collaboration, Anthem is hoping to bring the same success to Indiana, which would save approximately 161 babies in the state each year. 

*Number based on 5-year average stillbirth rate, multiplied by the 32% reduction seen in Iowa. Stillbirth data is from CDC Wonder. Note stillbirth rate is calculated by: Fetal Deaths/Total of Live Births + Fetal Deaths*1,000. *Number based on dividing 1,000 by the 5-year average stillbirth rate. Stillbirth data is from CDC Wonder. Note stillbirth rate is calculated by: Fetal Deaths/Total of Live Births + Fetal Deaths*1,000.