Evaluation of Ontario's May 2004 campaign
about alcohol and pregnancy showed that the campaign had a
significant impact on awareness of the risks of alcohol use
The campaign was rigorously assessed through
formative, process and outcome evaluations. Evaluation components
included both qualitative and quantitative aspects. To find
out more about some of the positive results:
and Post Phone Survey
about the Campaign
There were also other campaign
results, signs of success that went beyond the original
framework of the provincial campaign.
Pre and Post Phone
Best Start contracted Environics to complete
a pre and post campaign phone survey of Ontario women of
child bearing age. The pre and the post surveys each involved
a total of 340 women aged 18 to 40 years of age. The margin
of error was plus/minus 5.3 percentage points, 19 times
out of 20.
Survey results showed high initial levels
of awareness. There was a significant increase in awareness
of the benefits of an alcohol-free pregnancy. The results
also indicate strong campaign and message recall.
More specifically, the pre and post campaign
evaluation results show:
Alcohol-free pregnancy - There was a 15% increase in rate
of top-of-mind awareness that "stopping alcohol use
in pregnancy" is one of the most important things
that women can do to increase the likelihood that their
children will be born healthy.
Safe limits - There were significant decreases in the
amount of alcohol
considered safe in pregnancy, and of the proportion of
thought beer was safe in pregnancy. There were significant
increases in the
proportion of respondents who thought that women should
stop drinking prior
Social consequences - Significant increases were found
in the proportion of respondents who agreed that prenatal
exposure to alcohol can result in trouble with school
(7% increase), trouble getting along others (8% increase),
and problems with alcohol or drug use (11% increase).
Physical consequences - There was a 65% increase in the
number of respondents who volunteered that birth defects
could result from prenatal exposure to alcohol.
Campaign Recall - 62% of respondents recently saw or heard
information about alcohol use during pregnancy.
Message Recall - Most respondents clearly recalled key
aspects of the campaign messages. Among those who recalled
seeing or hearing information, respondents indicated that
they thought the main campaign message(s) were:
from drinking while pregnant (60%),
hurts the fetus/causes birth defects (34%),
use in pregnancy causes Fetal Alcohol Syndrome (19%).
Based on audience reach through media
coverage, Best Start's campaign successfully reached 5,120,693
people with key messages about alcohol and pregnancy:
newspapers included articles about alcohol and pregnancy.
radio stations aired information related to the campaign
TV stations aired special full length shows about FASD
information and messages also appeared on a wide range
of internet sites
Community groups across the province
were very supportive of the campaign. They planned a wide
range of interesting initiatives that were tailored to community
needs. An evaluation of groups who ordered campaign resources
showed that community groups were pleased with the:
approach to the issues
from Best Start
on the websites
of province wide strategies
Here are some of the comments that Best
Start received about the campaign:
very exciting and I know we'll be using this material
for a long time to come!
Best Start campaign has honed the skills of many to think
"big picture" messages.
on putting together this first-ever campaign. It is impressive!
are so excited about the alcohol & pregnancy campaign.
The materials are great!
listening to local radio, was pleasantly surprised by
Best Start campaign message. It was crisp, clear, and
friendly without preaching.
meaning to tell you how wonderful I think it is that you've
accomplished all of this! The funding, Environics, the
materials, the distribution, local supports. Just wanted
to say Congratulations!
The campaign had a reach that went beyond
provincial boundaries and past the time frame of the campaign:
resources were used in other provinces
resources were ordered by people who lived in other countries
resources were used by many FASD interest groups for FASday
events in September 2004, 3 months after the May 2004
messages appeared in out of province media
images were used on a range of new resources including
calendars, recipe books and warning signs