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Australian Indigenous HealthBulletin
 

No alcohol is the safest choice campaign targets pregnant women

Date posted: 26 June 2012

No alcohol is the safest option when pregnant, trying to get pregnant, or breastfeeding, according to a new Western Australian (WA) campaign designed to educate women about drinking alcohol during pregnancy. The first of its kind in Australia, the No alcohol is the safest choice campaign is aimed at women of child-bearing age who may consume low to moderate amounts of alcohol.

Mental Health Minister, Helen Morton, said there was confusion in the community and among health professionals about how much alcohol was safe to consume during pregnancy. The campaign, which forms part of the Drug and Alcohol Office's (DAO) Alcohol think again initiative, aims to dispel this confusion.

'Women can give their baby the best start in life, and have one less thing to worry about, by going alcohol-free during pregnancy,' Mrs Morton said. 'The National Health and Medical Research Council clearly recommends that for women who are pregnant, or planning a pregnancy, not drinking alcohol is the safest option.'

The campaign material is based on research with women in Perth, was conducted by Edith Cowan University, which was shown to increase women's intentions of abstaining from alcohol during pregnancy. It will run on WA state-wide television for six weeks, supported by targeted online digital advertising.

Source: Edith Cowan University and Minister for Mental Health and Disability Services

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Minister for Mental Health and Disability Services' office
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Last updated: 25 March 2014
 
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