Health pregnancy campaign finds its mark

Friday, 9 September 2016

• $266,000 for initiative to prevent alcohol use in pregnancy
• Nine out of 10 women say advertisements made them aware that no alcohol was the safest choice when pregnant or breastfeeding 

Mental Health Minister Andrea Mitchell today launched a new phase of a Liberal National Government initiative to prevent Fetal Alcohol Spectrum Disorders (FASD).

The Strong Spirit Strong Future: Promoting Healthy Women and Pregnancies campaign promotes the message to Aboriginal women that while pregnant, planning a pregnancy or breastfeeding, no alcohol is the safest option.

"This unique campaign, which is fronted by popular Aboriginal personality Mary G, has a proven record of influencing Aboriginal women's attitudes," Ms Mitchell said. 

"Evaluation of the campaign in 2015 revealed nine out of 10 women who saw the advertisements were aware that no alcohol was the safest choice when they were pregnant or breastfeeding.

"This is a very positive response that shows the power that public education campaigns such as this can have in preventing alcohol-related harm."

The Mental Health Commission started the next phase of the campaign this month to coincide with international FASD Awareness Day on September 9.

The ninth day of the ninth month of the year was chosen as FASD Awareness Day, as a reminder that during the nine months of pregnancy a woman should abstain from alcohol.

The mass-reach campaign features television, radio advertisements and support materials for health professionals promoting healthy pregnancies.

For this phase, the Mental Health Commission has partnered with Telethon Kids Institute to expand the campaign in the Kimberley and Pilbara, by increasing the frequency of advertisements in the North-West.

Fact File

• Telethon Kids Institute contributed $67,000 of $266,000 to boost campaign in the North-West
• To view campaign materials, visit http://alcoholthinkagain.com.au