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 for the alcohol-free pregnancies campaign are:
- 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.
- Stop drinking alcohol if there is any chance you could be pregnant.
- Support others to be alcohol-free if there is a chance they may be pregnant.
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 drink at hazardous levels and have 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).
The elements developed for the campaign, including advertising content and media placement, are all targeted to women aged 18 to 30. The elements are designed to be easily shared on social media and generate ‘talkability’ amongst the target audience. The campaign will have a heavy online and social presence along with some outdoor media and will be in market from 9 September. Channels include YouTube, digital billboards, shopping malls, Facebook and Instagram.
Supporting the campaign
Visit Pretestiebestie.com for more information about the campaign and links to the digital toolkit. The toolkit will include video links, social media posts, email signatures, downloadable posters and links to existing alcohol and pregnancy resources. Keep checking the toolkit as further videos will be added over time.
Pre-Testie Bestie launched on 9 September which is FASD Awareness Day, when many regions focus their alcohol and pregnancy health promotion activities but HPA is keen to support activity over a longer time frame too.
If you have an idea about how the campaign could be rolled out in your region email email@example.com to discuss.