14 January, 2021

Dangers Of Drinking While Pregnant Revealed In New Alcohol. Think Again. Campaign

Edited by B&T Magazine

Alcohol. Think Again has launched a new public education campaign, via 303 MullenLowe Perth, to inform West Australians about the risks of alcohol-use during pregnancy to babies.

The campaign’s key message of “any amount a mother drinks, the baby drinks” challenges the inaccurate belief that a mother’s placenta protects a developing baby from alcohol.

“If a woman drinks alcohol during her pregnancy, the blood alcohol level of the baby is similar to that of the mother, with research showing that even small amounts of alcohol during pregnancy can be harmful,” Alcohol. Think Again said.

Richard Berney, executive creative director at 303 MullenLowe, said: “The research we were given to work with was very powerful, and we channelled it as simply as we could.

“Any amount a mother drinks, the baby drinks is a striking fact and deserved a striking demonstration.”

Tahnee McCausland, senior project officer at the Mental Health Commission, noted: “While our recent research found most women believe alcohol should not be consumed during pregnancy, it also highlighted the need for continued education.”

McCausland said 15 per cent of WA women still reported drinking alcohol during their last pregnancy and one in three were unsure how much alcohol was okay to drink during pregnancy.

The timing of the launch of the ‘One Drink’ campaign aligns with the National Health and Medical Research Council strengthening its advice relating to pregnancy in the Australian Guidelines to Reduce Health Risks from Drinking Alcohol. The Council now recommends that women who are pregnant and planning pregnancy should not drink alcohol.

Source: Alcohol. Think Again

According to Alcohol. Think Again, prenatal exposure to alcohol can damage the baby’s brain, resulting in severe and permanent physical, mental and behavioural disabilities, known as Fetal Alcohol Spectrum Disorder (FASD).

There is concern that as many as 2 per cent of all Australian babies may be born with some form of FASD.

The campaign’s media strategy is led by state-wide TV and supported by cinema, radio, out-of-home advertising, digital and social advertising, and paid search.

More information is available at www.alcoholthinkagain.com.au, including where to go if you are concerned and for tips to support pregnant women to stay alcohol-free.

Credits for the campaign are as follows:

Client:

Cancer Council Western Australia

Program manager: Julia Stafford

Policy and research coordinator: Danica Keric

Mental Health Commission

Manager, public education and health promotion: Hannah Samsa

Senior project officer, public education and health promotion: Tahnee McCausland

Agency:

303 MullenLowe Perth

Executive creative director: Richard Berney

Senior writer: Steve Straw

Art director: Steve Lorimer

Head of planning: John Linton

Business lead: Krista Song

Producer: Jonathan Julius

Production company:

Siamese

Director: Anthony Webb

Producer: Francesca Hope

Lead VFX: Andrew Buckley

DOP: Dave Le May

Sound:

Cue Sound

Audio engineer: Daniel Johnston

Photography:

Luke Carter-Wilton

Media agency:

Initiative Perth

Investment partnerships manager: Lauren De Rozario

Investment partnerships executive: Christine Foster

Featured image source: YouTube/alcoholthinkagain

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303 MullenLowe Perth Alcohol.Think Again