Agency Network: 
May 2010
SANCA:  Prostitute


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 advertisement 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
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atb2005's picture

Interesting statistics.

Activity Score 13557
pez's picture

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

Activity Score 1804
Creative Director
ivan's picture

Fixed it. Sorry.

Activity Score 6
Creative Director at Ads of the World
Misstree's picture

Very nice and powerful campaign.

Activity Score 425
Copywriter |


Not all who wander are lost.

Layne's picture

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

Activity Score 25
miko1aj's picture

Great idea and execution. Bravo

Activity Score 3086
Hibon's picture

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"

Activity Score 3734

Simple ideas are the best !

CGilb09's picture

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.

Activity Score 572
Northlich/ University of Cincinnati |

Tweet tweet: @ThisAbility

Dzsoi's picture


Activity Score 8611
Dzsoi's picture

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.

Activity Score 8611
miko1aj's picture

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.

Activity Score 3086
rolling.stone's picture

good campaign

Activity Score 2741
Copywriter at Delhi , India |


~ Quite obviously, I have gathered no moss ! ~

raavigeorgian's picture

really good

Activity Score 2444
Art Director at New Delhi
shitmonk's picture

direct hit!!!

Activity Score 465
Alan Zed's picture

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

Alan Zed
Activity Score 58
Copywriter at Paris
imagineit's picture

shocking and brilliant

Activity Score 550
silvertongue's picture

Where did they thumbsuck these stats from?

Activity Score 555
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.

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