Shifting the mindset of a healthy pregnancy into one which begins before conception.
The Foundation for Alcohol Research and Education (FARE) has unveiled Australia’s first national campaign explaining the risks of drinking alcohol during every stage of pregnancy, created by Perth’s 303 MullenLowe.
The Every Moment Matters campaign aims to address the mixed messages people often receive about alcohol and pregnancy, by reminding them that any amount of alcohol they drink, their baby drinks too – even during early phases. It was funded by the Australian Government Department of Health.
Spearheaded by 15 and 30 second videos, Every Moment Matters will be shown nationally across a range of channels from today, including television (including BVOD), radio and online audio, through to digital, outdoor, social and native among others, across all states and territories in regional and metro areas.
FARE CEO Caterina Giorgi: “There is a lot of misinformation about alcohol and pregnancy, and it makes it hard for people to find the latest, accurate information. The campaign will provide clear information about the risks of drinking alcohol at every stage of pregnancy, to support all Australian families to be healthy and well.”
303 MullenLowe Executive Creative Director Richard Berney said the campaign broke new ground by shifting the mindset of a healthy pregnancy into one which begins before conception.
“This idea takes root in the opening sequence. It’s a celebration of the journey, a nine-month timelapse of a pregnancy that does not begin with conception – but actually begins when they start ‘trying’. I love this idea because it manages to carry a serious message in such a joyful way.
"My partner and I have been ‘trying’ for quite some time now, and developing this campaign has actually helped us steer our approach. So, fingers crossed, our future child is grateful to FARE."
303 MullenLowe Senior Business Director Krista Song: “It’s been a pleasure working with the team at FARE on such an important social marketing campaign that is close to my heart.
"Going through the pregnancy journey myself, I was really able to relate to the concept of all the moments that matter, and loved bringing it to life.”
Every Moment Matters is part of a broader program that includes information and training, resources and targeted support.
Credits
Client:
Foundation for Alcohol Research and Education
Chief Executive Officer: Caterina Giorgi
National Health Campaign Manager: Sarah Ward
Communications and Campaigns Director: Adam Knobel
Projects and Partnerships Director: Joanna Le
Senior Project Advisor: Kamara Buchanan
Agency:
303 MullenLowe Perth:
Executive Creative Director: Richard Berney
Senior Writer: Steve Straw
Senior Art Director: Steve Lorimer
Senior Designer: Madeleine dePierres
Head of Planning: John Linton
Joint Managing Director: Todd Baker
Senior Business Director: Krista Song
Business Coordinator: Rebecca Di Pardo
Producer: Jonathan Julius
Production Company: Sandbox Productions
Director: Melle Branson
Executive Producer: Jenny Crabb
Producer: Maria Elena Amatulli
Post Production: Sandbox
DOP: Tim Fitzgerald
Editor / colourist: Denzil Heeger
Music Composer: Panda Candy
Audio Production: Soundbyte
Audio Engineer: Brad Habib
Photography: Liz Looker
Media Agency: Custom Media
Senior Planner: Toby Roderick
Media Planner: Melissa Collakides
