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• “Better start for your child”
• “Lepszy start dla Twojego dziecka”
COUNTRY Poland
TIMING 2008 > 2015
THEME
Pregnancy

CONTRIBUTOR

  • Polski Przemysł Spirytusowy
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PARTNER(S)

  • Polish Gynaecological Society (ongoing)
  • National Gynaecology and Obstetrics Consultants (ongoing)
  • Polish Federation of Midwives (ongoing)
  • Enel-Med (group of private medical centres)
  • "SuperMama" birthing school
  • Specialised Medical Centre Polanica Zdroj
  • Domowe Laboratorium (pregnancy test producer - from 2010)
  • The Centre for Children's Health (in 2008/2009)
  • Social Education Foundation (in 2008/2009)
  • 2008/2009: spiritsEUROPE (partly funded through the budget line programme)
MEDIA
  • Journal of Nursing and Midwifery, Medical Publishing (PZWL), Study and Practice magazine for midwives
  • parental magazines: Mamo to ja, Będę mamą, M jak Mama
  • online services: babyonline.pl; babyboom.pl, mjakmama24.pl
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OBJECTIVE

  • To educate the mothers-to-be and medical personnel about the risks related to alcohol consumption during pregnancy.
  • To promote abstinence during pregnancy.
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DESCRIPTION OF THE INITIATIVE

  • The campaign was launched in 2008 in response to research findings (carried out by TNS on behalf of PPS) that a number of women consume alcohol during pregnancy mainly due to ignorance.  Many thought that small amounts of alcohol, especially beer or wine, would not harm the developing baby, a view often shared by those close to the woman. 
  • Dissemination of the message to pregnant women is achieved through:
    • The distribution of brochures, posters and leaflets through various channels (such as doctor’s surgeries and clinics, doctors' associations and NGOs).  Also, posters are displayed in doctor's waiting rooms and reception areas, clinics, child hospitals and by foundations connected with women's and children's health.
    • Information articles are placed in various media (magazines, online, tv and press) and the campaign's ten minute film is shown throughout the year on TV Medica (medical channel). 
  • Medical personnel also receive leaflets/brochures and attend workshops in order to help them discuss the issue with their patients. Leaflets and brochures are also distributed during conferences and seminars for health professionals.  In November 2012, a workshop for midwives and medical personnel on how to talk with women about drinking alcohol during pregnancy was organised by PPS in cooperation with the Polish Midwives Association.
  • A dedicated website and a Facebook page have been created.   The page informs women how to take care of their health during pregnancy.  On a regular basis, posts on the adverse effects of alcohol consumption during pregnancy are published.  The page is run in cooperation with a midwife who comments on the posts and gives professional advice on a regular basis.  Once a week, it is possible to chat with the midwife and ask her questions.  In 2013 and 2014, the majority of communication activities directed at young mothers were conducted through the Facebook page.
  • In 2015 a Facebook page gathered 68 000 fans with 93% women between 18-44 years old. https://www.facebook.com/zdrowa.ciaza?_rdr=p
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IMPACT

  • Between 2008 and 2012: 
    • Leaflets: 10,000 were distributed to medical personnel and over 600,000 to women.  1,500 pharmacies and 500 health centres (yearly) took part in distributing the leaflets.  10,000 were inserted in the Journal of Nursing and Midwifery and 5,000 in the Midwife quarterly in 2011.  2,000 were distributed by Enel-Med medical centres and 2,000 by SuperMama birth schools in 2012.
    • Posters: around 3,000 posters were displayed in clinics, health centres and pharmacies.  In 2012, Enel-Med medical centres and SuperMama birth schools also displayed posters.
    • Billboards: In 2011, 20 billboards were displayed in the largest cities across the country and 2,200 mini-billboards were displayed in pharmacies in 2011.
    • Magazines: Information about the campaign was published in 2 monthly magazines for parents (total of around 600,000 copies) and 4 women's magazines (total of 1,200,000 copies) in 2010, 100,000 (copies in 2011) and 300,000 copies (in 2012) of ABC Health of Mother and Child Magazine. 
    • Ads: in 2012, a number of press ads were printed in the biggest parent magazines (M jak mama, Mamo to ja, Będę mamą) and banners and related articles were shown on the 2 biggest parental portals (babyboom.pl, babyonline.pl, mjakmama24.pl).
    • Other: In 2012, 700,000 pregnancy tests were sold with campaign information and website address printed on them.
  • The campaign film was broadcast in 1,000 rooms in medical facilities in 2013 and 2014.
  • Recognition: The campaign was lauded as an effective social responsibility practice by Poland's Responsible Business Forum in its 2008 report.  It was mentioned in the database of good practice on the Polish Responsible Business Forum's website in 2010.  It was presented at the first National Congress of Midwives in November 2011. It was presented at the annual conference organised by Medical Publishing in November 2012 (during the conference a workshop for midwives and medical personnel was given and campaign materials distributed).
  • Facebook page: The page had 1,000 ‘likes’ during the first three months after creation (2012).  By 2013, it was already the No. 1 page dedicated to pregnant women in Poland (position maintained in 2014).  During 2013-2014, it had 12,070,624 page views.  In November 2015, it had over 68,000 ‘fans’ (up from 50,646 in January 2015) and had over 12,070,624 views over the year.
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EVALUATION

  • In 2008, pre and post campaign evaluation (CATI survey with 300 pregnant women and those planning to conceive, 25-30 year olds from large cities) showed: 88% of women declared that they had not drank alcohol whilst pregnant (increased by 2% after the campaign); 67% claimed that there was no permitted level of alcohol consumption when pregnant (increased by 10% after the campaign); 25% described "a single glass of wine as permissible" (decreased by 13% after the campaign) and 21% had consulted their doctor as to whether they could drink or not while pregnant (increased by 5% after the campaign).
  • In 2009, 21% said that the campaign had changed their attitude to drinking alcohol during pregnancy (11% post evaluation in 2008).
  • In 2010, the campaign reached 48% of the target group. Future mums saw the campaign on posters (39%) and leaflets in health public centres (57%). The campaign was seen as clear and informative (80%) and worth remembering (82%).
  • In 2011 the campaign was perceived by women as informative (92%) and worth remembering (91%) (increasing from 80% and 82% in 2010). The creative concept was ranked higher in all evaluated dimensions.
  • In 2012 the campaign was perceived by women as worth remembering (91%), informative (90%) and convincing (89%).
  • Over the past ten years, the number of Polish women who admit to having consumed alcohol during pregnancy has fallen from 33% to 6%.
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