Agency Network: 
May 2010

A print campaign for SANCA, The South African National Council on Alcoholism and Drug Dependence, communicating the dangers of drinking alcohol to pregnant women who think that moderate drinking won't affect their unborn babies. Foetal alcohol syndrome doesn't just manifest itself in physical birth defects at birth, it can also cause psychological damage, which isn't always immediately apparent.

Print advertisment created by Lowe, South Africa for SANCA, within the category: Public Interest, NGO.

Drinking during pregnancy can take years to affect your baby.
50% of children born with foetal alcohol syndrome will grow up to engage in risky sexual behaviour. Do the right thing for child's sake. Don't drink during pregnancy.

Advertising Agency: Lowe Bull, Cape Town, South Africa
Executive Creative Director: Kirk Gainsford
Creative Director: Alistair Morgan
Art Director: Cameron Watson
Copywriter: Simon Lotze
Photographer: Dawid Wapenaar

Comments (18)

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atb2005's picture
Activity Score 13557

Interesting statistics.

pez's picture
Activity Score 1804

why does the print say "50%" and the text below the it says "60%"? is this for real?

ivan's picture

Fixed it. Sorry.

Misstree's picture
Activity Score 425

Very nice and powerful campaign.


Not all who wander are lost.

Layne's picture
Activity Score 25

I like these.
If the stats are real then... wow.

miko1aj's picture
Activity Score 3086

Great idea and execution. Bravo

Hibon's picture
Activity Score 3734

Good work and sure this is respecting the client brief : "50% of children born with foetal alcohol syndrome will grow up to engage in risky sexual behaviour"

Simple ideas are the best !

CGilb09's picture
Activity Score 572

Okay, yeah it's great to encourage mothers not to drink during pregnancy-- but c'mon people. If you drink during pregnancy, your child will turn into a prostitute? That's preposterous. I think the exaggeration is tacky and very misleading.

Tweet tweet: @ThisAbility

Dzsoi's picture
Activity Score 8532


Dzsoi's picture
Activity Score 8532

I agree on that money shouldn't be there. Just a bad looking guy in a messy apartment. Risky sexual behavior most of the time doesn't mean prostitution.
Apart from that, really good campaign.

miko1aj's picture
Activity Score 3086

Seem to be good point, but the message is clear – this is possible danger, not must. Social campaign, and advertisement business in general uses exaggeration to underline certain aspects of advantages/disadvantages. So, I think that campaign fulfills this approach.

rolling.stone's picture
Activity Score 2741

good campaign


~ Quite obviously, I have gathered no moss ! ~

raavigeorgian's picture
Activity Score 2444

really good

shitmonk's picture
Activity Score 465

direct hit!!!

Alan Zed's picture
Alan Zed
Activity Score 58

Dommage qu'il n'y ai pas de source pour ces étonnantes statistiques.
Too bad there have no source for these amazing statistics

imagineit's picture
Activity Score 550

shocking and brilliant

silvertongue's picture
Activity Score 555

Where did they thumbsuck these stats from?

Guest's picture

Streissguth, A.P., Barr, H.M., Kogan, J., & Bookstein, F.L. (1996). Understanding the occurrence of secondary disabilities in clients with fetal alcohol syndrome (FAS) and fetal alcohol effects (FAE): Final report to the Centers for Disease Control and Prevention on Grant No. RO4/CCR008515 (Tech. Report No. 96-06). Seattle: University of Washington, Fetal Alcohol and Drug Unit.

Streissguth, A. (1997). Fetal Alcohol Syndrome: A Guide for Families and Communities. Baltimore: Brookes Publishing. ISBN 1-55766-283-5.