If you are expecting a child, alcohol can wait
The first major initiative promoted in Europe by the drinks industry on the issue of alcohol and pregnancy took place in Italy. Suggested by AssoBirra its aim was to inform medical professionals (gynaecologists and obstetricians) and women of child-bearing age (age 18-45) of foetal alcohol-related syndromes (FAE, FAS, FASD) and how to prevent them. It was carried out in partnership with the SIGO, Association of medical professionals from the obstetric and gynaecological sector in Italy.
In 2012, the second online campaign was carried out and included restyling and updating the websites www.seaspettiunbambino.it and www.beviresponsabile.it together with a new tool for someone to learn immediately if they have gone over a responsible threshold. A viral video was produced with support from female ambassadors (celebrities, bloggers, and MPs), accompanied by web promotion (buzz marketing, Google or FB Ads), a press conference and further media activity.
In 2015, the third online campaign ran from 8 to 31 July and included a new visual of the campaign and further updating of www.seaspettiunbambino.it. It included a video message with a special testimonial from the actress and mum Francesca Cavallin and a media partnership with www.alfemminile.it, one of the most important women’s online magazines in Italy, which had a dedicated section where Prof. Enrico Vizza – SIGO Secretary and Director of Oncology Dept at the National Institute «Regina Elena» – answered all of the mothers’ or future mothers’ doubts. SIGO also issued a call to action for all gynecologists in order for them to share awareness among their patients and alert them to this important topic, whilst there was again a press conference and further media activity.
In 2018 we reached the fourth edition of the campaign, continuing its path of raising awareness among women on the risks of alcohol consumption during pregnancy and on how to effectively prevent it, a delicate and still little known topic in our country. The campaign wanted to remind future mothers of a simple and prudent message: “If you are expecting a baby or are planning to have one, avoid drinking alcohol and ask your gynecologist about the risksof alcohol in pregnancy”. And this year the campagn chose to contact the community of mothers, who are very active in the network, to become ambassadors and stimulate word of mouth among women and especially among young future mothers. The event took place in Milan on November 15, 2021 with the active participation of Prof. Nicola Surico – President of SIGO and Director of the Oncology Department of the National Institute “Regina Elena” – and of the Blogger Federica Fontana and in the presence of the expecting mothers community – https://www.seaspettiunbambino.it/ambassador-2-0/ .
The campaign “If you are expecting a child, alcohol can wait” was selected at the European Alcohol & Health Forum and received the appreciation and support of the Ministry of Health, as it is consistent with the governmental objectives of reducing alcohol related harm, obtaining the Guadagnare Salute mark. It was also the first campaign promoted in Europe on this delicate issue by the alcoholic beverages industry.