The video has been viewed more than 65 million times.
More than 1 million people have visited the Every Moment Matters website since launch at the end of 2021.
The campaign created by 303 MullenLowe in Perth, which provides evidence-based information and advice about alcohol, pregnancy and breastfeeding, was developed by the Foundation for Alcohol Research and Education (FARE) and funded by the Australian Government.
Spearheaded by 15 and 30 second videos, Every Moment Matters was shown nationally across a range of channels, 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 said the video has been viewed more than 65 million times and the audio advertisement has been listened to more than 9.8 million times.
“More than 45% of the Australian general population recognises the campaign, and among women who are trying to conceive this is even higher at more than 65%,” she said.
“We are acknowledging how far we’ve come in raising awareness of Fetal Alcohol Spectrum Disorder (FASD) and supporting Australians to have alcohol-free pregnancies.”
The campaign aims to increase Australians’ awareness of the risks associated with alcohol consumption during pregnancy and while breastfeeding.
Federal minister for health and aged care, Mark Butler said the government is honored to support the campaign.
“The Australian Government is proud to continue our investment in this important and impactful campaign, and to lead the world in FASD awareness and prevention,” he said.
“We look forward to achieving a generational change in achieving alcohol-free pregnancies and a reduction in the number of babies being born with FASD across Australia.”
Surveys conducted with the target audience between January 2022 and November 2023 by the University of Adelaide show that the percentage of women who would abstain from alcohol during pregnancy if they were to become pregnant increased from 82.6% to 90.1%.
Credits:
Lead creative agency: 303 MullenLowe
Media buyer: Customedia
Funder credit line: Every Moment Matters is a project developed by the Foundation for Alcohol Research and Education (FARE), endorsed and funded by the Australian Government.
