South Australians will be encouraged to have alcohol-free pregnancies and practice safe breastfeeding, as part of $440,000 public awareness campaign.
The State Government has partnered with the Foundation for Alcohol Research and Education (FARE) to extend the Every Moment Matters campaign until the end of July, with ads appearing across TV, radio, social media and digital platforms.
The campaign highlights that alcohol consumed at any stage of pregnancy passes directly to the developing baby, which can damage their brain, body and organs, and lead to a disability known as Fetal Alcohol Spectrum Disorder.
According to the national drug household survey 2022-23, 64 per cent of women consumed alcohol before they knew they were pregnant, with that figure dropping to 14 per cent once they found out they were pregnant.
Drinking alcohol while breastfeeding can also be harmful to a baby. Exposure to alcohol through breastmilk has been linked to problems with infant growth, motor development and cognitive ability.
Increasing awareness about the risks of drinking alcohol while pregnant or breastfeeding is part of the draft South Australian Alcohol and Other Drug Strategy 2024-30, designed to prevent and reduce harm caused by alcohol and other drugs in the state.
The draft strategy has been developed by Preventive Health SA and SA Police, in consultation with government and non-government partners.
Preventive Health SA interim chief executive Marina Bowshall said the campaign's amplification would help address the mixed messages people often received about alcohol during pregnancy and breastfeeding.
“Alcohol consumed at any stage of pregnancy passes directly to the baby and can damage their developing brain, body, and organs," she said.
FARE CEO Caterina Giorgi agreed saying that there was a lot of misinformation about alcohol and pregnancy, making it hard for people to find the latest accurate information.
“Since 2021, the Every Moment Matters campaign has provided Australians with clear information about the risks of drinking alcohol at every stage of pregnancy, to support all families to be healthy and well,” Ms Giorgi said.
For more information or to get support, visit the Every Moment Matters website.
