WA health launch new pregnancy guidance campaign via 303 MullenLowe Perth

New campaign Alcohol. Think Again. is warning of the dangers of drinking alcohol during pregnancy by demonstrating the inability of the placenta to filter alcohol with red wine poured straight from the glass into a transparent model of a baby.

The key message being conveyed is ‘any amount a mother drinks, the baby drinks’. When a mother drinks alcohol it results in the baby carrying the same blood alcohol level, which can have detrimental effects on its development.

The campaign was created by 303 MullenLowe Perth, which was  appointed by the Cancer Council WA in October to provide creative services for Western Australian Mental Health Commission’s (MHC) programs Alcohol. Think Again, Drug Aware and Strong Spirit Strong Mind.

The launch coincides with the National Health and Medical Research Council strengthening its advice in the Australian Guidelines to Reduce Health Risks from Drinking Alcohol.

Tahnee McCausland, senior project officer for public education and health promotion, explained that alcohol consumption during pregnancy continues to occur throughout the community despite clear health advice.

“While our recent research found most women believe alcohol should not be consumed during pregnancy, it also highlighted the need for continued education as 15% of WA women still reported drinking alcohol during their last pregnancy, and one in three were unsure how much alcohol was okay to drink during pregnancy,” McCausland said.

Richard Berney, executive creative director at 303 MullenLowe, said: “The research we were given to work with was very powerful, and we channelled it as simply as we could. Any amount a mother drinks, the baby drinks is a striking fact and deserved a striking demonstration.

The campaign film will be distributed across TV and cinema in WA, and the campaign will span radio, out-of-home, digital, social advertising and paid search.


Cancer Council Western Australia
Program Manager: Julia Stafford
Policy and Research Coordinator: Danica Keric

Mental Health Commission
Manager, Public Education and Health Promotion: Hannah Samsa
Senior Project Officer, Public Education and Health Promotion: Tahnee McCausland

Agency: 303 MullenLowe Perth
Executive Creative Director: Richard Berney
Senior Writer: Steve Straw
Art Director: Steve Lorimer
Head of Planning: John Linton
Business Lead: Krista Song
Producer: Jonathan Julius

Production Company: Siamese
Director: Anthony Webb
Producer: Francesca Hope
Lead VFX: Andrew Buckley
DOP: Dave Le May

Sound: Cue Sound
Audio Engineer: Daniel Johnston

Photography: Luke Carter-Wilton

Media Agency: Initiative Perth
Investment Partnerships Manager: Lauren De Rozario
Investment Partnerships Executive: Christine Foster


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