Evaluation outcomes of an alcohol and pregnancy campaign targeting multiple audiences

Abstract

Introduction The aim of this study was to evaluate the effectiveness of a mass media campaign alerting the public to the potential harms of alcohol to unborn babies and to inform future intervention efforts. Method An online survey was administered to 889 adult Western Australians. The survey assessed demographic characteristics, typical alcohol use, recognition and perceptions of the campaign, and behavioural changes resulting from campaign exposure. A multiple regression analysis was conducted to identify factors associated with perceived campaign effectiveness. Results Most respondents reported having seen/heard the campaign on at least one form of media (71%). Most considered the campaign to be believable (89%), clear (88%), trustworthy (87%), memorable (82%) and among the best they had seen (78%). As a result of campaign exposure, a large majority reported increased concern about drinking during pregnancy (85%) and most female respondents reported being much less likely to use alcohol during a pregnancy (83%). One‐third of female respondents (33%) reported that as a result of being exposed to the campaign they had decided not to consume alcohol while pregnant. Confidence to abstain, awareness of strategies to abstain, lower socioeconomic position, residing in the metropolitan area and recognising the campaign were significantly associated with greater perceived campaign effectiveness. Discussion and Conclusions Results indicate the campaign was well received by respondents, increased concern about drinking alcohol during pregnancy and positively influenced women's intentions to refrain from drinking while pregnant. Well‐designed campaigns on alcohol avoidance during pregnancy can be considered acceptable and effective by target audiences.

Australian psychologists' knowledge, confidence, and practices in fetal alcohol spectrum disorder diagnostic assessment

“…was found to increase the concern of participants about the consumption of alcohol in pregnancy and positively influence women to reduce (83%) or abstain (33%) from alcohol during pregnancy (Pettigrew et al, 2022). The authors report the utility of public health campaigns in positively influencing individual behavior, and also highlight the relevance to health practitioners in engaging in conversations about the harm associated with PAE.…”

“…Addressing and reducing PAE is an important issue in public health due to the social and economic costs, as well as community burden (Greenmyer et al., 2018). For example, a recent mass media public health campaign in Australia (“One Drink” campaign) was found to increase the concern of participants about the consumption of alcohol in pregnancy and positively influence women to reduce (83%) or abstain (33%) from alcohol during pregnancy (Pettigrew et al., 2022). The authors report the utility of public health campaigns in positively influencing individual behavior, and also highlight the relevance to health practitioners in engaging in conversations about the harm associated with PAE.…”