The Strong Start for Mothers and Newborns initiative, an effort by the Department of Health and Human Services, aimed to reduce preterm births and improve outcomes for newborns and pregnant women. On February 8, 2012, the Centers for Medicare & Medicaid Services announced the two strategies of this initiative to achieve these goals. The first was a public-private partnership and awareness campaign to reduce the rate of early elective deliveries prior to 39 weeks for all populations.