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FASD Behaviour Change Campaign #drymester

The effectiveness of a digital marketing campaign in reducing FASD, an article by Róisín Reynolds.

It is commonly known that excessive alcohol consumption during pregnancy is likely to have negative effects on the fetus that may lead to miscarriage, premature birth, or disability once the baby is born. Less commonly known, however, is that even drinking a small amount of alcohol during pregnancy can be dangerous for an unborn child, leading to health problems and negative implications for the affected individual and their family’s future. This is called fetal alcohol spectrum disorder (FASD).

In this recent study by Róisín Reynolds, Senior Advisor at Alcohol Exposed Pregnancies for Greater Manchester Health & Social Care Partnership, she discusses a recent digital behaviour change campaign, #drymester, which was aimed at raising awareness of FASD within the Manchester City region.

Since it had never been done before, the purpose of ‘Drymester’ was to test the effectiveness of a digital campaign in reducing alcohol-exposed pregnancies, with the ultimate goal of preventing any new cases of FASD.

The main message of the campaign was: ‘No safe time, no safe amount’.

Download the article below to learn more about FASD and the effectiveness of the Greater Manchester #drymester campaign.

The Effectiveness of a Digital Marketing Campaign in Reducing FASD - by Róisín Reynolds
Download PD • 785KB

The full article was originally published by @SAGE_Publishing.



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