Strong Spirit Strong Future

Campaign Background

The ‘Strong Spirit Strong Future’ campaign was an initiative of the Drug and Alcohol Office’s (now Mental Health Commission) state-wide Aboriginal FASD Prevention Project. 

Developed following extensive consultation with Aboriginal people and key stakeholders, the campaign aimed to improve awareness among Aboriginal people, families and communities of the harms associated with alcohol use in pregnancy to prevent the occurrence of FASD.

The key message was based on the National Health and Medical Research Council’s (NHMRC) guideline that for women who are pregnant, planning a pregnancy or breastfeeding, not drinking alcohol is the safest choice*. 

The campaign launched on World Fetal Alcohol Spectrum Disorder (FASD) Day in September 2011 and was in-market between 2011 and 2013. Other organisations, such as the Telethon Kids Institute, have aired the campaign on occasion since that time, including most recently in 2018.

Key messages

The safest thing to do when pregnant, planning a pregnancy or breastfeeding, is not to drink alcohol*.

*NOTE: This guideline has since been updated and now states that women who are pregnant or planning a pregnancy should not drink alcohol. 

Primary

• Aboriginal women who are planning a pregnancy, pregnant or breastfeeding in Western Australia; and Aboriginal women of child-bearing age who are not planning a pregnancy but consume alcohol.

Secondary

• The broader Aboriginal community in Western Australia, with an emphasis on males and the role they play in supporting healthy pregnancies.

Campaign objectives

1. Increase awareness of the NHMRC guideline for pregnant or breastfeeding women.
2. Increase awareness of how to support a healthy pregnancy, by not drinking alcohol during pregnancy.
3. Increase awareness of existing supports that can assist people to not drink alcohol in pregnancy, while planning a pregnancy and breastfeeding.
4. Increase awareness of services to help people reduce harmful alcohol use in general.
5. Increase understanding of the role that family and community play in women’s behaviour regarding drinking alcohol while pregnant, planning a pregnancy and breastfeeding.
6. Increase community ability to support people who wish to reduce drinking while pregnant, planning a pregnancy and breastfeeding.

Campaign assets

• Strong Spirit Strong Future (Mary G) 60 second TV commercial
• Strong Spirit Strong Future (6 months later) 45 second TV commercial
• Strong Spirit Strong Future radio ad (metro)
• Strong Spirit Strong Future radio ad (non-metro)