New campaign on pregnancy and drinking
The tone is light, friendly and not at all judgemental, with a supportive nod to women who have chosen to abstain. The campaign also invites women to obtain a copy of the brochure published jointly by Éduc’alcool and the Collège des médecins du Québec. Pregnancy and Drinking: Your Questions Answered addresses all kinds of practical issues involving alcohol, pregnancy and breast-feeding in simple, easy-to-understand language. The latest version of the brochure features a fresh, new look and updated graphics.
With all the current talk about pregnancy and drinking, the campaign couldn’t be more timely, and the basic message bears repeating: It is safer for the unborn child if the mother doesn’t drink at all from the time she becomes or is likely to become pregnant. And friends and family should never pressure a pregnant woman to drink.
A radio ad was broadcast on major English and French stations across Québec.
The print portion of the campaign ran from March to May in nearly 20 magazines with a primarily female readership, 18-44, including Chatelaine, Coup de pouce, Elle Québec, Clin d’œil, 7 jours, and others.
The brochure has been an enormous success. More than 25,000 copies were ordered in less than a month by hospitals, CLSCs, clinics, community organizations (particularly those serving aboriginal populations), pregnant women, fathers-to-be, and many others.
Éduc’alcool
