In May 2004, the Best Start Resource
Centre launched Ontario's first province-wide campaign about
alcohol and pregnancy. Alcohol use during pregnancy is a leading
cause of birth defects and brain damage in children. The consequences
last a lifetime. To find out more about this serious issue,
The main population of interest for
this campaign was women of childbearing age. This campaign
took a population health approach to addressing alcohol use
strategies included province-wide approaches to media,
health care providers and licensed establishments, as well
as supports for local activities. The
Best Start resource Centre has other provincial strategies
in place that address alcohol use in populations that are
at risk due to poverty, violence, addictions etc.
The campaign material and strategies
were developed with input from:
of childbearing age
in health communications
on alcohol use in pregnancy
care providers and service providers from across Ontario
affected by Fetal Alcohol Spectrum Disorder (FASD)
The Government of Ontario approved the campaign's
material prior to use. For more information about the campaign
planning process, see Best
Start Campaign Case Study (PDF 671 Kb).
The key campaign messages were:
are serious, long-term consequences to alcohol use during
is no safe time to drink alcohol during pregnancy.
is no safe amount of alcohol during pregnancy.
best to stop drinking before pregnancy.
is available if you need it.
Planning your own campaign?
The Best Start Resource Centre has print
and online resources that can help you plan and implement
an effective alcohol and pregnancy awareness campaign. For
ideas and information, see Campaign Planning
Tips. If you are interested in ordering, printing or
adapting the campaign resources
see Using Campaign Resources.
For more information please contact
the Best Start Resource Centre.