Campaign

Pre-Testie Bestie

Pre-Testie Bestie is the second phase of the Don’t know? Don’t drink campaign. The story follows a young woman supporting her bestie, who suspects she may be pregnant, to be alcohol-free until she can take a pregnancy test. 
 

The campaign aims to reduce the number of babies born with fetal alcohol spectrum disorder (FASD), which is estimated to affect up to 3,000 babies born each year in New Zealand. 

In New Zealand, two out of every five babies born each year are a result of an unplanned pregnancy (24,000 births). Approximately half of women drink alcohol in early pregnancy before they know they are pregnant, inadvertently exposing their developing baby to risk.

The campaign aims to reduce alcohol consumption during early pregnancy by encouraging women to stop drinking if there is any chance they could be pregnant. 

Key Messages

If you think you might be pregnant, stop drinking alcohol.
Alcohol can affect a developing baby throughout pregnancy, including before a woman knows she is pregnant.
There is no known safe amount and no known safe time to drink alcohol during pregnancy.

Audience

The target audience is young women aged 18 to 30-years-old who drink hazardously, are sexually active and not planning to get pregnant.

This audience drinks at hazardous levels and has a high level of unplanned pregnancy. This puts them at higher risk of drinking alcohol during the early stages of pregnancy which can result in children being born with fetal alcohol spectrum disorder (FASD).