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Alcohol and Pregnancy 'One Drink' Community Toolkit Campaign Assets and Resources for You to Use in Your Community and Workplace

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Alcohol and Pregnancy 'One Drink' Community Toolkit Campaign Assets and Resources for You to Use in Your Community and Workplace Alcohol and Pregnancy 'One Drink' Community toolkit Campaign assets and resources for you to use in your community and workplace. Contents 03 ALCOHOL 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 placenta 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 mother 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 position 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 adult population (18 to 44 years). qualitative and quantitative research conducted with men and women of child-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 blood 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 breastfeeding. 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 breast milk. Because of this, breast milk can can also cause miscarriage, stillbirth, 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 birth weight. 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 PLAY 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. pregnancies 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.
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