Fetal Alcohol Syndrome (FAS)
“ Pregnant? No alcohol!” Campaign

Background

FAS is an entirely preventable birth defect caused by use of alcohol during pregnancy. Symptoms include growth retardation, characteristic facial features and brain damage. Fetal Alcohol Effects (FAE) can be used to describe children with significant exposure to alcohol, but only have some of the FAS characteristics.

It is estimated that at least one child is born with FAS/E each day in Canada (rate = 1 to 3 incidences per 1,000 births). Estimated lifetime extra health care, education and social services costs associated with the care of an individual with FAS/E are $1.4M (US).

Strategies and Campaign Description

The goal of this campaign is to reach the maximum number of women with a relatively small budget using highly targeted marketing strategies that will:

• encourage women to abstain from consuming alcohol while they are pregnant or planning to become pregnant with our messaging.
• educate women about what FAS/E are through various channels, such as magazine editorials, TV programming, Web site resources, pamphlets and posters, with an emphasis on Quebecois women.
• provide physicians/clinics with materials to educate their patients about the seriousness of this preventable disease.
• reach partners and family members with information that will motivate them to support women during their pregnancy.

Positioning:

• Pregnant? No alcohol.

Research, Monitoring and Evaluation

Pre-campaign research
Environics
July 2002

• Only 71% of women report awareness of FAS and fewer (56%) express awareness of FAE.98% of women know that alcohol use during pregnancy is harmful, but almost half (48%) believe that small amounts can usually be considered safe.
• Women who regularly consume greater amounts of alcohol are more likely to think that alcohol consumption during pregnancy is safe.
• Quebecois women are significantly less likely to be aware of FAS/FAE and to think that alcohol use during pregnancy is safe.
• Men are more likely than women to think that alcohol use during pregnancy is safe.
• Women with lower levels of education are somewhat less knowledgeable about the risks of alcohol use during pregnancy.

Post-campaign awareness monitoring

• To be carried out in 2004-2005

Summary Information