Each
year in Minnesota, an estimated 7,000 babies are born with prenatal
alcohol exposure that puts
them at risk for Fetal Alcohol Spectrum Disorders (FASD). FASD
represents a range of mental, physical, and behavioral effects that
permanently impact an individual’s ability to function in home, school,
work, and community. Despite best efforts, FASD is still
the leading known cause of developmental disability.
Prenatal exposure to alcohol continues to take place in Minnesota for a range of reasons:
- 45% of pregnancies in Minnesota are unplanned, so women could be continuing to drink alcohol and not be unaware they are pregnant;
- 1 in 5 women in Minnesota do not receive any message about alcohol use from their doctor, or are told they can drink lightly or in moderation; and
- Women may be dealing with chemical dependency and addiction during their pregnancy.
The
goal of the “Pregnancy Announcement” campaign is to empower women in
Minnesota with accurate
information on the dangers of alcohol use during early pregnancy, and
to encourage all women who are pregnant or may be pregnant to practice
“049” – zero alcohol for nine months. MOFAS Executive Director, Sara
Messelt says, “Ultimately, each woman will need
to decide the level of risk they are comfortable with regarding
drinking alcohol during pregnancy. But the goal of MOFAS is to ensure
that all women have accurate public health information to make that
decision.”
Especially
in the flood of recent media regarding the Centers for Disease Control
and Prevention
(CDC) report on alcohol use and preconception health, it is important
to reiterate that there is no controversy regarding alcohol use and
pregnancy. The U.S. Surgeon General, the American Academy of Pediatrics,
and the American Congress of Obstetricians and
Gynecologists all agree:
There
is no safe kind, no safe time, and no safe amount of alcohol while
pregnant - even before
the positive test. If you are trying to become pregnant, may be
pregnant, or are currently pregnant, the safest choice is zero alcohol
consumption.
The
“Pregnancy Announcement” campaign was created by Boris Matas, Creative
Director at Toronto-based
design agency Anderson DDB. It cleverly adapts a series of actual
pregnancy announcement YouTube videos into public awareness messages
about the risks of drinking alcohol during pregnancy. “These videos
have already generated millions of views and are a
huge success on social media. Our hope was to retain the originality
and spontaneity which resonates with young women and use that to educate
on the very serious issue of FASD in a fun, positive, and impactful
way”, says Mr. Matas.
The campaign will run statewide on cable, satellite and spot TV, digital advertising, and social
media beginning April 2016.
Since
1998, the Minnesota Organization on Fetal Alcohol Syndrome has been the
hub of hope for
families affected by Fetal Alcohol Spectrum Disorders (FASD), guiding
and supporting families through the FASD journey. MOFAS is the leading
voice and resource on FASD statewide, standing up for the rights of the
FASD community, providing education and training
so FASD is better understood and working to ensure that all women know
that there is no safe level of alcohol during pregnancy. For more
information, visit
www.mofas.org.
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