“Lamaze: Pregnancy Birth and Beyond” is a multifaceted, multimedia program communicating the Lamaze approach for both expectant parents and childbirth educators. The anchor component of the program is the annual publication, Lamaze: Pregnancy, Birth and Beyond. The magazine is distributed to expectant parents through childbirth educators and serves as a complement to their Lamaze classroom curriculum. The magazine launched January 2009 for its second year with Rodale Custom Publishing and included several new features as well as a revamped sponsorship model, including enhanced online components. The magazine is supported in partnership with Huggies, Sears Portrait Studio and Boppy. This key communication vehicle provides a platform for sponsors to promote and sample to their core target market – expectant parents – at a key time of brand decision making. And is published in English and Spanish.