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Alcohol and 'One Drink' Community toolkit Campaign assets and resources for you to use in your community and workplace. Contents

03 AND PREGNANCY 'ONE DRINK' CAMPAIGN 04 EVIDENCE TO SUPPORT THE CAMPAIGN AND KEY MESSAGES 05 STATEWIDE CAMPAIGN SCHEDULE 06 CAMPAIGN MATERIALS AND RESOURCES TO USE LOCALLY 14 EXTENDING THE CAMPAIGN IN YOUR LOCAL COMMUNITY 15 USEFUL CONTACTS

ALCOHOL.THINK AGAIN | COMMUNITY KIT 2 Alcohol and Pregnancy 'One Drink' campaign

ABOUT THIS TOOLKIT ABOUT THIS CAMPAIGN

This toolkit provides information, campaign materials and The Alcohol.Think Again public education program aims Key messages strategies for professional and community groups to assist in to reduce alcohol-related harm in the Western Australian • The does not protect a baby from alcohol. decreasing risky drinking and related harm in Western Australia. community by using a mass reach social marketing strategy to • Any amount of alcohol a drinks, the baby drinks. provide information about health risks from drinking alcohol, These resources have been developed to assist you to extend consistent with the National Health and Medical Research Council • There is no safe amount or time to drink alcohol during the reach of the campaign in your community using materials (NHMRC). pregnancy. consistent with the statewide Alcohol.Think Again, • Women who are pregnant or planning pregnancy should Alcohol and Pregnancy campaign titled 'One Drink’. The 'One Drink' campaign aims to increase the proportion of the not drink alcohol. Western Australian community who are aware that there is no As a local stakeholder, you may wish to use one or all of the safe amount or time to drink alcohol when pregnant, and that supplied materials and strategies in this toolkit. You are in the Primary target audience it is recommended women who are pregnant and planning best to determine which activities will work best in your pregnancy should not drink alcohol. Women and men within Western Australia (18 to 44 years) community. who consider a 'small amount' of alcohol at any stage in The campaign is consistent with the evidence base and the The Mental Health Commission (MHC) is happy to offer assistance pregnancy to be okay. NHMRC's revised Australian Guidelines to Reduce Health Risks and support to implement the materials as requested. from Drinking Alcohol. Please contact the Community Support and Development Secondary target audience Programs Team at [email protected]. The development of the campaign was informed by independent The Western Australian population (18 to 44 years). qualitative and quantitative research conducted with men and women of -bearing age across Western Australia. Campaign objectives The campaign development process was also guided by an • Decrease the proportion who consider a 'small amount' of Expert Reference Group. alcohol to be okay at any stage of pregnancy. The 'One Drink' campaign launched across the State on • Increase the proportion who believe alcohol use when 12 January 2021 and will run through until May 2022. pregnant can result in a range of lifelong harms to the baby. • Increase the proportion who are aware it is recommended women who are pregnant or planning pregnancy should not drink alcohol.

ALCOHOL.THINK AGAIN | COMMUNITY KIT 3 Evidence to support the campaign

This content can be used for public relations opportunities such as media statements, interviews or newspaper articles. 01 02 03 There is no known safe amount of alcohol to drink There is no safe time to drink alcohol during A mother's placenta does not protect a baby from during pregnancy. pregnancy. alcohol. Research suggests alcohol use, even at low levels, can impact Alcohol can harm a developing baby at any time The placenta links the supply of the mother to the blood the development of an unborn baby, resulting in lifelong during pregnancy. supply of the unborn baby. When a woman drinks alcohol, it passes straight through the placenta to the developing consequences. The risk of harm to the unborn baby A baby’s brain grows and develops throughout pregnancy, and baby, so the blood alcohol levels of the mother and unborn increases with the more alcohol, and the more frequently, alcohol can interfere with the chemicals necessary for normal baby are similar. the mother drinks. brain development. The developing brain of a baby is more It’s never too late to stop drinking – every effort made to stop vulnerable to damage than the mature brain of an adult, and While the mother might not feel the effects of a few sips or one drinking alcohol, or reduce the amount of alcohol consumed, drinking alcohol at any time during pregnancy can impact the drink, the unborn baby does. lowers the risk of harm to the unborn baby. developing brain. 04 05 06 Alcohol can harm an unborn baby's development, The National Health and Medical Research Not drinking alcohol is safest for women who are which can have lifelong impacts. Council's revised Australian Guidelines to Reduce . Alcohol is a teratogen, which means it can interrupt the normal Health Risks from Drinking Alcohol. In their revised 2020 Guidelines, the NHMRC recommend for development of an unborn baby. On 8 December 2020, the National Health and Medical Research women who are breastfeeding, not drinking alcohol is safest Council (NHMRC) released their revised Australian Guidelines to for their baby. Alcohol use when pregnant can cause a range of lifelong Reduce Health Risks from Drinking Alcohol. physical, mental and behavioural disabilities, known as Any amount of alcohol the mother drinks, passes through the Fetal Alcohol Spectrum Disorders (FASD). Alcohol exposure It is now recommended that to prevent harm from alcohol mother’s blood into milk. Because of this, breast milk can can also cause , , premature birth and to their unborn baby, women who are pregnant or planning have the same, or higher, amount of alcohol as the mother’s low . pregnancy should not drink alcohol. blood. If a mother breastfeeds her baby while there is still alcohol in her breastmilk, the baby also drinks the alcohol.

ALCOHOL.THINK AGAIN | COMMUNITY KIT 4 Statewide campaign schedule

2021 2022 JAN FEB MAR APR MAY JUN JUL AUG SEP OCT NOV DEC JAN FEB MAR APR MAY

TELEVISION

CATCH-UP TELEVISION

CINEMA

MAINSTREAM RADIO

ABORIGINAL RADIO

ONLINE RADIO

OUTDOOR ADVERTISING

GP SCREENS

SOCIAL MEDIA

PAID SEARCH

ALCOHOL.THINK AGAIN | COMMUNITY KIT 5 Campaign materials

TELEVISION COMMERCIAL | 30 and 15 seconds RADIO COMMERCIAL | 30 seconds

CLICK TO DOWNLOAD THE 30 SECOND RADIO COMMERCIAL

CLICK THE ICON TO WATCH THE 30 AND 15 SECOND COMMERCIAL

ALCOHOL.THINK AGAIN | COMMUNITY KIT 6 Campaign materials

OUTDOOR ADVERTISING

Page 1 Page 2 One drink for mum, is one drink for One drink for you, is one drink your baby. Women who are pregnant or planning for baby. a pregnancy should not drink alcohol. Women who are pregnant or planning a pregnancy should not drink alcohol.

One drink for you, is one drink for your baby. Women who are pregnant or planning a pregnancy should not drink alcohol.

Large format Small format Set of 2: Perth Train Station large format

ALCOHOL.THINK AGAIN | COMMUNITY KIT 7 Resources to use locally

SOCIAL MEDIA ASSETS

CLICK TO DOWNLOAD VIDEO AND STATIC SOCIAL MEDIA ASSETS Video | 15 second Static images

ALCOHOL.THINK AGAIN | COMMUNITY KIT 8 Resources to use locally

A3 POSTERS

One drink One drink for you, is for mum, one drink for is one drink your baby. for baby. Women who are pregnant or planning Women who are pregnant or planning a pregnancy should not drink alcohol. a pregnancy should not drink alcohol.

One drink for you, One drink for mum, is one drink for your baby. is one drink for baby. Women who are pregnant or planning Women who are pregnant or planning a pregnancy should not drink alcohol. a pregnancy should not drink alcohol. CLICK TO DOWNLOAD PDF FILES OF ALL PRINT RESOURCES

"For You" versions "For Mum" versions

ALCOHOL.THINK AGAIN | COMMUNITY KIT 9 Resources to use locally

DL BROCHURES FACTSHEET

Even small amounts of alcohol can The National Health and Medical Alcohol and affect an unborn baby’s development, AlcoholResearch Council and recommend that Supporting leaving lifelong impacts. to reduce the risk of harm to their unborn child, women who are pregnancy The National Health and Medical pregnancy alcohol-free There is no known safe amount or time to drink pregnant or planning pregnancy alcohol during pregnancy. There is no safe amount or time Research Council recommend that should not drink alcohol. to reduce the risk of harm to their for alcohol use during pregnancy. unborn child, women who are Partners, friends and families of Even small amounts of alcohol can The National Health and Medical pregnant or planning pregnancy pregnant women play an importantaffect an unborn baby’s development, Research Council recommend that What if alcohol was drunk before finding out about Alcohol and The National Health and Medical ResearchSupporting pregnancy? should not drink alcohol. role in supporting a woman's leaving lifelong impacts. to reduce the risk of harm to their Council (NHMRC) recommend to reduce the If a woman drinks alcohol without knowing she is pregnant it does risk of harm to their unborn child, women who not automatically mean the baby will be harmed. It’s important to know it’s never too late to stop drinking – every effort made to stop decision to not drink. unborn child, women who are are pregnant or planning pregnancy should not The National Health and Medical pregnancy drinking alcohol, or reduce the amount of alcohol consumed, lowers pregnant or planning pregnancy drink alcohol. alcohol-freethe risk, and benefits the mother’s health. Research Council recommend that There is no safe amount or time If you or someone you know is pregnant, or concerned that alcohol for alcoholshould use during not pregnancy. drink alcohol. has been consumed in early pregnancy, or are having trouble to reduce the risk of harm to their How is alcohol harmful to unborn babies? stopping drinking, speak with your health care professional. Every pregnanciespregnancy is different and there are a range of factors that play a role Alcohol is a teratogen, which means it can interrupt the normal in determining the risk of harm to the baby. unborn child, women who are Partners, friends and families of development of an unborn baby. The potential outcome from alcohol exposure may vary and can be permanent and lifelong. Tips to avoid alcohol when pregnant or planning a pregnant or planning pregnancy pregnant women play an important A mother’s placenta does not protect a baby from alcohol. When a pregnancy. woman drinks alcohol, it passes to the baby, which means the baby It can be difficult to avoid alcohol in social situations, particularly in should not drink alcohol. role in supporting a woman's receives a similar concentration of alcohol as the mother. the early stages when trying to keep the pregnancy a secret. A baby’s brain grows and develops throughout pregnancy. Alcohol Women tell us some of the easiest ways to help them stay decision to not drink. can interfere with the chemicals necessary for normal brain alcohol-free is by: development. A baby’s developing brain is more vulnerable to damage than a mature adult brain. Drinking alcohol at any time • Having alcohol-free alternatives. during pregnancy, even at low levels, can harm the development of For more information about alcohol For more information about alcohol • Arranging social gatherings where alcohol is not a key feature. the unborn baby. use during pregnancy, head to use during pregnancy, head to • Having a strong support network, which includes partners and Alcohol use when pregnant can cause a range of lifelong physical, friends expressing their support in a woman’s decision to not alcoholthinkagain.com.au alcoholthinkagain.com.au mental and behavioural disabilities, known as Fetal Alcohol Spectrum drink alcohol, and joining her in not drinking. Disorders (FASD). • Having an excuse prepared for why you’re not drinking, Some problems people with FASD might experience can include: particularly when wanting the pregnancy to remain secret in • Growth and birth defects, such as distinctive facial features, the early stages. joint and limb abnormalities, heart and kidney defects, and If drinking at home is part of the normal routine, consider alternatives growth problems. to drinking alcohol that might help to relax or wind down, such as • Intellectual problems, such as memory and learning issues, taking a bath, going for a walk or listening to a podcast. difficulties with speech and language, cognitive deficits, difficulty with judgement, reasoning or understanding Is there support for women who are concerned about consequences of actions. their alcohol use, or find it difficult to stop during For more information about alcohol For more information about alcohol pregnancy? • Behavioural problems, such as hyperactivity and increased use during pregnancy, head to use during pregnancy, head to irritability, in addition to social and emotional issues. If women are concerned about their alcohol use in early pregnancy, or have trouble stopping drinking, it is recommended they contact alcoholthinkagain.com.au alcoholthinkagain.com.au Alcohol exposure can also cause miscarriage, stillbirth, premature their doctor, , obstetrician or community health nurse for birth and . support and appropriate referral to services. What about planning a pregnancy? For anyone concerned about their own or another person’s alcohol or drug use, including during pregnancy, the Alcohol and Drug The NHMRC recommend women who are pregnant or Support Line is a free, confidential, non-judgemental telephone planning pregnancy should not drink alcohol. A baby’s brain starts counselling, information and referral service. to grow very early in pregnancy, often before the mother knows she is pregnant. The Alcohol and Drug Support Line is available 24 hours a day on 9442 5000 or 1800 198 024 (toll-free for country callers). For more information, head to alcoholthinkagain.com.au

Even small amounts can affect an unborn baby’s development, leaving lifelong impacts.

Alcohol and pregnancy (6 page) Supporting alcohol-free pregnancies (6 page)

ALCOHOL.THINK AGAIN | COMMUNITY KIT 10 Culturally-appropriate resources to use locally

A3 POSTERS DL BROCHURE

Aboriginal Inner Spirit There is no safe amount If you’re pregnant or Ways to stop or reduce Model or time to drink alcohol planning to have a baby, drinking alcohol What Dads can do during pregnancy you shouldn’t drink during pregnancy One drink alcohol. Some ways to help you stop or reduce your It’s not just up to mums. Dads are important drinking when pregnant are: too, and can make healthy choices to support their partners and families. Have a yarn with your partner or family about you needing support to stop drinking Dads can offer support by: alcohol when you’re pregnant and for us, is Joining your partner in not drinking breastfeeding. alcohol. Choose an alcohol free drink you enjoy. This means you can still participate in Yarning with your partner about supporting their decision to not drink alcohol. Not drinking alcohol during pregnancy is social gatherings while you are pregnant. important. Offering your Our inner spirit is the centre of Finding other ways to help you relax, one drink Our children need to be born healthy so they such as: partner alcohol-free Your placenta does not protect your baby our being and emotions. have a strong spirit and a strong mind. alternatives. from alcohol. So when you drink alcohol, Healthy choices • goingGetting for a walk. help and For more information When our spirit feels strong our • doing low impact exercises such as so does yourBreastfeeding baby. Stopping or reducing alcohol use during Going with your mind feels strong. for pregnancy and yoga orinformation swimming. partner to antenataland help Alcohol can cause lifelong harm to your pregnancy will help baby grow strong. • doing other activities you enjoy, like classes. When our spirit feels tangled baby, including physical, mental and breastfeeding It might be hard, but not drinking alcohol is art, fishing or going out on country. our mind feels tangled. behavioural disabilities. This is known as Sometimes women don’t get help because Local Contact for our bub. Breastfeeding is good for baby and has lots bestOther for thingsyou and you your can baby. do to stay healthy and Eating healthy and Fetal Alcohol Spectrum Disorder (FASD). theyYou maymay feelnot shamewant to talking share aboutthat a their Strong inner spirit is what keeps people of benefits. Breastfeeding can: grow a strong baby include: exercising alcoholpregnancy use. isBut the it’s reason never youtoo arelate not- every healthy and keeps them connected together. Protect your baby from infection and If you or someone you know might be or with your partner. Women who are pregnant or planning Your baby’s brain continues to grow Regular check-ups with effortdrinking. made It mightto stop be or helpful reduce to the say amount you are of illness. is pregnant and are concerned that alcohol throughout your whole pregnancy, and your health worker. alcoholnot drinking consumed, because: will help grow a strong Helping look after the Strong inner spirit keeps our family strong, Provide your baby with healthy food. has been consumed, have a yarn with a Yarning about alcohol can damage your growing baby’s and• healthy you are baby.on a health kick. kids by taking them to have a baby should not drink alcohol. our community strong and our country alive. Help your baby to grow strong. health worker. There is no judgement or brain at any time. • you are trying to save money. hunting, fishing or Strengthen bonds with your baby. shame in yarning. down to the park. Alcohol and The risk of harm increases the more you Aboriginal• you are health driving. workers or other health drink, and the more frequently you drink. professionals are there to help you. Daily exercise or Alcohol & Drug Support Line They can talk with you about ways to help Pregnancy physical activity. The Alcohol and Drug Support Line can provide you keep you and your baby strong and information about culturally secure alcohol and healthy. They can help you stop or cut down drug services in your area. They are a confidential, your use in safe ways. 24 hour, statewide telephone counselling, information Lots of sleep and and referral service for anyone concerned about their rest to help manage It may not be easy to make changes but own or another person’s alcohol or other drug use. stress. your family, friends and other people in your Call backs are available. community can help and support you. Phone: 9442 5000 or 1800 198 024 (country callers) E-mail: [email protected] Alcohol can pass to the baby through Website: alcoholdrugsupport.mhc.wa.gov.au breastmilk. This can cause harm to the baby Plenty of healthy Aboriginal support system as it takes about 2 hours for one standard food and water. drink of alcohol to leave a woman’s body.

Drinking alcohol while breastfeeding can Yarning with reduce the amount of milk you produce and grannies, aunties, make the baby sleep less. mums, sisters, Produced by Strong Spirit Strong Mind™ Aboriginal Programs cousins and friends and Alcohol.Think Again Stopping or reducing your alcohol use whilst about how to keep breastfeeding is best for you and your baby. your baby strong Government of Western Australia and healthy. Mental Health Commission

Artist: Barry McGuire (Mullark). The Aboriginal Inner Spirit Model (Ngarlu Assessment Model) was developed by Joseph ‘Nipper’ Roe, who belonged to the Karajarri and Yawuru people. Illustrations: Patrick Bayly, Workspace Design. © Mental Health Commission 2021

If you are concerned or would like more information, the Alcohol and Drug Support Line is available 24/7 Yarning about alcohol and pregnancy (10 page) by calling 9442 5000 or 1800 198 024 (country toll-free). One drink for us, Strong Spirit Strong Mind x Alcohol.Think Again is one drink for our bub. Women who are pregnant or planning to have a baby should not drink alcohol.

If you are concerned or would like more information, CLICK TO DOWNLOAD PDF the Alcohol and Drug Support Line is available 24/7 FILES OF CULTURALLY by calling 9442 5000 or 1800 198 024 (country toll-free). APPROPRIATE RESOURCES

"For Us" versions

ALCOHOL.THINK AGAIN | COMMUNITY KIT 11 Culturally-appropriate resources to use locally

SOCIAL MEDIA ASSETS

CLICK TO DOWNLOAD SOCIAL MEDIA ASSETS

ALCOHOL.THINK AGAIN | COMMUNITY KIT 12 Campaign material

WEBSITE MATERIALS

To support the campaign, new content is now live on the Alcohol.Think Again website.

Alcohol during pregnancy This page contains answers to the common questions about drinking alcohol when pregnant or planning a pregnancy, including information about the National Health and Medical Research Council's recommendations. Tips to stay alcohol-free For some women, it can feel difficult to avoid alcohol when they're pregnant. This page contains tips for how women can stay alcohol-free when pregnant and planning pregnancy. Breastfeeding This page explains why the National Health and Medical Research Council recommend for breastfeeding women, not drinking is safest for the baby. Supporting alcohol-free pregnancies This page contains advice for how partners, friends and family can support alcohol-free pregnancies.

Click to view webpages

ALCOHOL.THINK AGAIN | COMMUNITY KIT 13 Extending the campaign in your local community

The MHC encourages community groups and organisations to utilise the campaign materials and resources within this Community Kit to extend the campaign within local communities. The Alcohol.Think Again Style Guide provides guidance on ORDER HARD COPY RESOURCES FREE-OF-CHARGE BY CLICKING HERE TO how the brand and campaign assets should be used at a ACCESS THE RESOURCE ORDER FORM. local level.

The MHC is also supportive of community groups and organisations taking advantage of local media opportunities to further extend the reach of the campaign. Where bespoke assets (e.g. posters, radio advertising) are required, the MHC is happy to assist in the development where feasible. Any new communication assets that use the Alcohol.Think Again logo or messaging will need to be approved by the MHC. Please contact your Community Support & Development Programs team representative with the following information to support timely approval. 1. The purpose of the publication. 2. The target audience. 3. The key message you are intending to communicate. CLICK TO EMAIL THE 4. Where/how the asset will be used. COMMUNITY SUPPORT 5. How long will it be used for. & DEVELOPMENT PROGRAMS TEAM. 6. When you need approval by.

ALCOHOL.THINK AGAIN | COMMUNITY KIT 14 Useful contacts

01 02 03 Alcohol.Think Again Prevention Services Alcohol & Drug Support Line Visit the Alcohol.Think Again website for more Mental Health Commission For anyone concerned about their own or another information on campaigns and other alcohol-related Get in contact with a Community Support and person’s alcohol use or drug use. content. Development Programs member if you need help to A 24-hour, state-wide, confidential telephone service. alcoholthinkagain.com.au implement any of the campaign materials. Metro callers: (08) 9442 5000 (08) 6553 0600 Country callers only (toll-free): 1800 198 024 [email protected]

04 05 06 Women and Newborn Drug and Alcohol NOFASD Australia Wungening Aboriginal Corporation Service (WANDAS) NOFASD Australia is a family-focused organisation Wungening alcohol and other drug (AOD) support whose mission is to be a strong and effective voice services are a multidisciplinary team who have a strong WANDAS are based at King Edward Memorial Hospital for individuals and families living with FASD, while focus on cultural security in service delivery for the and provide care for pregnant women experiencing supporting initiatives to promote prevention, diagnosis, community. drug and alcohol issues. WANDAS can help work out intervention and management of FASD. the safest way to stop or reduce use during pregnancy, Together the team provide programs to Aboriginal and support and babies to become and stay as NOFASD are the essential bridge linking those with lived youth, families, men, women (and their children), healthy as possible during pregnancy. experience with researchers and clinicians. schools and community groups and to clients within prisons. nofasd.org.au (08) 6458 1582 wungening.com.au kemh.health.wa.gov.au/Our-services/Service-directory/WANDAS

ALCOHOL.THINK AGAIN | COMMUNITY KIT 15 alcoholthinkagain.com.au

Disclaimer The resources and materials within this toolkit are designed for the purpose of supporting local alcohol and other drug prevention and health promotion activities in Western Australia. These materials should not be used in such a way or associated with a brand, service or organisation that may reduce the effectiveness and/or integrity of the materials; may damage the reputation of the Alcohol.Think Again brand, or supports, promotes or utilises sponsorship by companies that produce or promote alcohol beverage products or brands. Contact your Community Support and Development Program team member for assistance interpreting the appropriate use of these materials. LAST UPDATED MAY 2021