There's something important parents need to know about that moment when the umbilical cord is clamped. And that is that at the moment a baby's born, 1/3 of their blood, the blood that's been going through them for all of pregnancy, is still outside their body. And what happened for all of human history is that after the baby is born, the cord would pump. It would pulse. It would push blood into the baby. They'd get 30% more blood. They get 60% more blood cells. They get iron to last them through their first year. They would get white blood cells to fight infection. They would get antibodies. They would get stem cells to help repair their body. But what happened in the 20th century is we got the idea to immediately put a clamp on the cord. To clamp it, cut it, and lock out the oxygen, lock out the iron, lock out all those wonderful things. If you wait just an extra 90 seconds or so, you get all the good stuff in your baby. Immediate clamped kids are 10x more likely to get iron deficient in the first year, which can affect their brain. So the campaign's called TICC-TOCC Transitioning Immediate Cord Clamping to Optimal Cord Clamping. It's just 90 seconds.