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Every Moment Matters is a groundbreaking national health campaign about alcohol, pregnancy and breastfeeding.
The campaign aims to:
The Campaign has four streams, targeting the general public, women who are at an increased risk of alcohol use during pregnancy, health professionals and Aboriginal and Torres Strait Islander peoples.
The campaign is being delivered in partnership with the National Organisation for Fetal Alcohol Spectrum Disorder (NOFASD Australia), the National Aboriginal Community Controlled Health Organisation (NACCHO) and a number of health professional bodies who have endorsed, informed and promoted the campaign.
The Campaign is independently evaluated by the team at the University of Adelaide South Australian Health and Medical Research Institute (SAHMRI).
Since launching in November 2021, the campaign has effectively increased awareness, changed intentions and influenced behaviours when it comes to alcohol, pregnancy and breastfeeding across Australia.
In January 2022 (two months after the campaign launched), our evaluation data¹ showed that 58.3 per cent of women and their partners knew that there is no safe amount of alcohol use during pregnancy.
By March 2023, that number had increased to 82.3 per cent.
The number of women who would abstain from alcohol upon pregnancy confirmation has increased from 82.6 per cent in January 2022 to 90.9 per cent in March 2023.
And the number of women who are currently or were recently pregnant who abstain for alcohol has increased from 68.8 per cent in January 2022 to 80.3 per cent in March 2023.
In addition, the number of people who recognised the campaign increased from 45.6 per cent in January 2022 to 66.9 per cent in March 2023.
This shows that the campaign is creating attitudinal and behavioural change, and that more Australians are becoming familiar with the campaign.
The Campaign includes a central web resource that houses health information, links to support and resources, and community stories.
In addition, a combination of media engagement, events, connecting with health professionals and spreading the message via partner organisations has driven national awareness of the Campaign.
An important part of the campaign has been connecting to people’s lived experiences of Fetal Alcohol Spectrum Disorder (FASD) and sharing community stories to raise awareness and provide support and solidarity for women who are pregnant or breastfeeding.
We have worked closely with health professionals to connect them to e-learning to further their skills and knowledge to better support their patients.
Our evaluation shows that we have made a significant impact with health professionals, including GPs, obstetricians and gynecologists, nurses and midwives.
More than 15,000 health professionals have been reached through our participation in events, and more than 500 health professionals have registered to undertake the EMM accredited eLearning course.
The evaluation of the course indicates that those who have completed the core eLearning module have significantly increase their:
The role of the Steering Committee is to provide oversight and expertise during the National Campaign’s development and implementation.
The members of the Steering Committee are:
| Organisation | Representing |
| National Organisation for Fetal Alcohol Spectrum Disorders (NOFASD) | Ms Louise Gray |
| National Aboriginal Community Controlled Organisation (NACCHO) | Ms Dawn Casey PSM |
| Central Coast Local Health District | Mr Steve Ella |
| University of Sydney | Professor Elizabeth Elliott AM |
| Australian College of Midwives (ACM) | Ms Alison Weatherstone |
| Royal Australian College of General Practitioners (RACGP) | Dr Hester Wilson |
| Royal Australian and New Zealand College of Obstetricians, and Gynaecologists (RANZCOG) Immediate Past President | Dr Vijay Roach |
| George Institute for Global Health | Professor Simone Pettigrew |
| Foundation for Alcohol Research and Education (FARE) |
Ms Caterina Giorgi, Chief Executive Officer |
The National Organisation for Fetal Alcohol Spectrum Disorders Australia (NOFASD) collaborated with people with lived experience of FASD and alcohol use during pregnancy to develop a suite of targeted resources for:
The resources are focused on raising awareness of the importance of early recognition of FASD and access to appropriate support services.
NOFASD has also developed a webinar series providing an entry point for people wanting to learn more.
Led by the National Aboriginal Community Controlled Health Organisation (NACCHO), the Strong Born campaign raises awareness Fetal Alcohol Spectrum Disorder (FASD) and the risks of drinking alcohol while pregnant and breastfeeding, among Aboriginal and Torres Strait Islander peoples in rural and remote communities.
Strong Born is also about supporting people with FASD and their families and carers, by understanding what FASD is, and the services that may be available for individuals and families.
FARE has appointed a passionate and experienced team to coordinate the development and implementation of the National Campaign. We look forward to working collaboratively with colleagues across the country to deliver this incredibly important piece of work.
You can contact the National Program team at:
FARE acknowledges the Traditional Owners and Custodians of the lands and waters on which we operate throughout Australia. We pay our respects to Elders past and present, and recognise the continuing connection to country of Aboriginal and Torres Strait Islander peoples.
©2024 FARE
Privacy Statement
T&C
FARE acknowledges the Traditional Owners and Custodians of the lands and waters on which we operate throughout Australia. We pay our respects to Elders past and present, and recognise the continuing connection to country of Aboriginal and Torres Strait Islander peoples.
©2024 FARE
Privacy Statement
T&C
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