In an inspiring initiative, the Mental Health Commission and Cancer Council WA have collaborated with the agency Berlin to empower women to confidently refuse alcohol during pregnancy. This campaign, dubbed ‘Amazing’, builds on the successful Alcohol. Think Again ‘One Drink’ campaign, which led to over 80% of women in Western Australia feeling less inclined to consume alcohol while pregnant.
Julia Stafford, alcohol program manager at Cancer Council WA, highlighted the importance of conveying that there is no safe level of drinking during pregnancy. She noted that the campaign aims to adopt a strengths-based approach, focusing on self-efficacy while still communicating the potential harms of alcohol.
‘Amazing’ was developed with thorough testing and input from public health experts and advocates with lived experience. Rich Berney, managing partner at Berlin, expressed that pregnancy showcases the incredible transformative power of women, indicating a desire to inspire viewers to recognise their strength and commit to an alcohol-free pregnancy.
The campaign will be visible across various platforms including television, outdoor advertising, social media, and health centres throughout Western Australia. John Linton, head of strategy at Berlin, mentioned plans for a content series featuring insights from new mothers and health professionals, delving deeper into the risks associated with alcohol during pregnancy and strategies to empower refusal.
Further information and support are accessible through Alcohol. Think Again, offering guidance and tips for maintaining an alcohol-free lifestyle during pregnancy.
The Mental Health Commission and Cancer Council WA have launched the ‘Amazing’ campaign with Berlin to build women’s confidence in refusing alcohol during pregnancy. Following the successful ‘One Drink’ campaign, this initiative aims to convey the risks of drinking while celebrating women’s power during pregnancy. It will feature a wide range of media and support for women. A future content series is planned, providing deeper insights into the risks and refusal strategies.
The collaboration between Mental Health Commission, Cancer Council WA, and Berlin aims to empower women in Western Australia to confidently say ‘no’ to alcohol during pregnancy. The campaign ‘Amazing’ promotes awareness about the risks while recognising the transformative power of pregnancy. Through various media, the initiative plans to educate the public further and support women in their alcohol-free journey during this critical time.
Original Source: lbbonline.com
