The Quest to End Fetal Alcohol Spectrum Disorders One Fact at a Time
Brand Strategy, Content Creation, Website Design, Broadcast
Fetal alcohol spectrum disorders (FASD) are the most common form of preventable brain injury in babies. Yet one in 20 children has FASD. Those facts are clear. But the information on drinking while pregnant is less clear. Everyone has wildly different opinions on what amount of alcohol is “safe” to consume during pregnancy. The simple truth is no amount is safe. So how do you overcome generations of misinformation, bias and untruths to end FASD? You use the one thing you have: proof.
Creating a New Brand
Originally called the Minnesota Organization on Fetal Alcohol Syndrome, the group rebranded to become Proof Alliance. The refresh included a vibrant new identity and an instantly memorable icon.
Kids Speak the Truth on FASD
Three powerful films complemented the launch of the new identity. The films feature kids sharing outlandish statements from popular publications about drinking during pregnancy, until the shocking truth is revealed.
Simplifying a Web of Confusion
To educate expecting parents, we first had to look at the source they turn to for information: the internet. Unfortunately when it comes to alcohol and pregnancy, there are a few million opinions out there.
That’s why we developed three new sites based on the alcohol information individuals search for. People seeking answers on how much one can drink during pregnancy were directed to the pregnancy and alcohol calculator or no amount is safe site, where we clearly and simply presented the case for not drinking during pregnancy. The campaign landing page also served as a useful hub where visitors could learn much more about FASD.
Sharing the Proof
Arresting content brought messaging and facts on FASD to life in shareable, bite-sized ways.
Facing the Facts
Strategic media placements helped intercept and educate our audience early, years before they may experience pregnancy.
I have run out of superlatives to describe your work, or expressions of gratitude for the time and creative talent you are investing in Proof Alliance. We believe wholeheartedly that your work will change the national conversation about drinking during pregnancy and will have a profound impact on the field.
Maya Tester, President and Board of Directors, Proof Alliance
