APP: Interesting thing about pregnancy – it doesn’t come with an instruction manual, leaving moms-to-be wondering “Why does my belly itch? ” and “Why do I want a pickle? ” among other questions too trivial for her doctor but nagging enough to keep her awake at night. Enter this app, an extension of our larger Good Start campaign that positioned Good Start as a ‘big sister.’ For the pregnant and pensive, the app offers tips, insights and reassurance as well as answers to her questions via database search and live access to registered nurses. You’ve heard of call waiting? This is call expecting. cw cd