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• “My child doesn't want any alcohol”
• “Mein kind will keinen alkohol”
COUNTRY Austria
TIMING 2011 > 2014
THEME
Pregnancy

CONTRIBUTOR

  • Pernod Ricard
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OBJECTIVE

  • To raise awareness of Foetal Alcohol Syndrome (FAS).
  • To inform pregnant women (and their partners) about the risks of drinking alcohol during pregnancy.
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DESCRIPTION OF THE INITIATIVE

  • In 2010 Pernod Ricard launched the “My Child doesn’t want any alcohol” campaign in partnership with the Charité Hospital in Berlin, to spread the message of zero alcohol during pregnancy.  The campaign was adapted for Austria and was launched in 2011.  The advertising campaign presented clear information to explain the dangers of alcohol for the unborn child. 
  • The campaign message was spread through TV and press ads, online (Facebook and website) and an information brochure.  It had the support of paediatrician Dr Klaus Vavrik and local celebrity mothers (like actress Kristina Sprenger, former ski racer Michi Dorfmeister, presenter Sandra King, violinist Lidia or Steirereck boss and "hostess of the Year" Birgit Reitbauer) have endorsed the message to bring it to a wider audience.
  • The dedicated website (which contains information on FAS: its causes, how to prevent it; the campaign video and short testimonials by the sponsor) and Facebook page were shared with the German campaign.
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IMPACT

  • The campaign was covered by the press: in 16 print reports, 13 online reports, 3 TV reports and many radio reports.  There were 313 TV spots broadcast on 2 channels and 5,000 brochures were sent to maternity hospitals (in 2011).
  • There was a drop of media response for the topic after several years of continued activation ("no news" effect).
  • The campaign received a very positive response from all collaboration partners, celebrities and media.
  • Awareness of Foetal Alcohol Syndrome (FAS) has risen, especially among Austrian Celebrities and all collaboration partners.
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