May 23, 2018
A new multi-media campaign aims to send a strong message to pregnant women that alcohol and pregnancy don’t mix.
The campaign – which includes digital media clips along with posters and information cards distributed in liquor outlets
– seeks to provide clear advice to pregnant women, regarding alcohol consumption during pregnancy.
“There is no known safe level of alcohol consumption during pregnancy,” says Matt Claridge, spokesman for Cheers, the
organisation behind the new campaign.
“We’ve been told by women that many people in their lives, including their partners, friends or parents, have advised
them that a little drink here and there is OK, or that different types of alcohol are allowed over others, or that
drinking later in the pregnancy is safe. We’re saying, no alcohol means no risk to your baby. That’s the bottom line.”
Drinking alcohol during pregnancy increases the risk of miscarriage, stillbirth or of a baby being born with Fetal
Alcohol Spectrum Disorder (FASD) – the term used to describe the range of effects that can occur from alcohol exposure
during pregnancy. These effects may include physical, mental, behavioural, and/or learning disabilities with possible
lifelong implications. In New Zealand, it is estimated between 600 and 3000 babies are born with FASD every year.
While recent studies have shown most people (84% of respondents surveyed in the Health Promotion Agency’s Attitudes to
Drinking in Pregnancy 2016*) know that drinking small amounts of alcohol is not OK, there is still conflicting advice
given to women – and males tend to be more relaxed around their attitudes to women abstaining from alcohol during
pregnancy.
“Research from government’s Social Policy and Evaluation Unit shows almost 10% of women start drinking again later in
pregnancy – but the fact is that alcohol is just as damaging to your baby’s developing brain then as it is early in the
pregnancy,” says Mr Claridge.
“It’s pretty clear cut and we want to deliver the message in a way where there’s no room for misinterpretation. Alcohol
and pregnancy don’t mix.”
The campaign is a pilot, and will initially run for six weeks online and be instore at 10 Liquor King outlets across New
Zealand, from the 1st of June until June 30. To find out more, go to saferpregnancy.nz.
Cheers is a responsible drinking campaign run by The Tomorrow Project, an industry-funded organisation committed to
helping to create a safe and responsible drinking culture in New Zealand through evidenced-based, targeted interventions
that address the reasons behind problem drinking.
ENDS