The 'No Alcohol During Pregnancy is the Safest Choice' campaign, originally launched in June 2012, is the first West Australian campaign to target alcohol use during pregnancy in the general population.
The campaign messages were based on findings from the Healthway and National Health Medical Research Council (NHMRC) funded research conducted by Edith Cowan University with pregnant women and women of childbearing age in Perth, which identified communication messages to increase women's intentions to abstain from alcohol during pregnancy. The key message of the campaign was based on the NHMRC recommendation that for women who are pregnant, or planning a pregnancy, not drinking alcohol is the safest option. 1
The campaign was a joint initiative of the Drug and Alcohol Office (DAO) and the Injury Control Council of WA (ICCWA).
No alcohol during pregnancy is the safest choice.
Primary: Women of child-bearing age (25 to 39 years)
Secondary: General community aged 25 to 54 years.
To create and reinforce the beliefs that:
Post-campaign evaluation found that:
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Alcohol can affect the growth of the baby in pregnancy. For women who are pregnant, breastfeeding, or planning a pregnancy, not drinking is the safest option.
Strong Spirit Strong Mind promotes the uniqueness of Aboriginal culture as a central strength in guiding efforts to reduce alcohol and other drug-related harm.
1 National Health and Medical Research Council. (2009). Australian guidelines to reduce health risks from drinking alcohol: Commonwealth of Australia. Page 5. Available at http://www.nhmrc.gov.au/guidelines/publications/ds10
2 Peadon, E, Payne, J, Henley, N, D'Antoine, H, Bartu, A, O'Leary, C, Bower, C, & Elliott, EJ. (2010). Women's knowledge and attitudes regarding alcohol consumption in pregnancy: a national survey. BMC Public Health, 10, 510.
3 France, K. (2011) Creating Persuasive Messages to Promote Abstinence from Alcohol During Pregnancy. Theses: Doctorates and Masters. Paper 413. http://ro.ecu.edu.au/theses/413
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