SORRY MOM: Christy Turlington Burns is championing the first No Mothers Day, as a reminder that 360,000 girls and women die annually due to complications related to pregnancy and childbirth. The idea is to do away with phone calls, gifts and emails to dear ole Mom on May 13 to bring more attention to maternal mortality so that there might be more mothers celebrating the holiday in years to come.

Every Mother Counts, the maternal health advocacy group founded by the model-turned-activist, and the ad agency CHI&Partners are spearheading this social issue campaign. Burns’ filmmaker husband Ed shot her as well as Jennifer Connelly, Blythe Danner, Ann Curry and other mothers in a film that encourages viewers to sit out Mother’s Day this year as a sign of solidarity. The film can be found on EMC’s Facebook page, on YouTube, and as of Tuesday an abbreviated version will air in New York City taxi cabs.

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