‘Too Young To Drink’. An international communication campaign to raise public awareness by Fattori

awarenessoffetalalcoholspectrumdisorders

S.Bazzo

a,*,D.Black a,K.Mitchell b,F.Marini

c,G.Moino c,P.Riscica c ,

G.Fattori d

a EuropeanFASDAlliance,Landskrona,Sweden

b NationalOrganizationonFetalAlcoholSyndrome,Washington,DC,USA

c Az.ULSS9,Treviso,Italy

d UniversityofBologna,Italy

articleinfo

Articlehistory:

Received18November2015

Receivedinrevisedform

3August2016

Accepted5August2016

Availableonlinexxx

Introduction

Prenatalexposuretoalcoholcancausearangeoflifelong physical,behavioural,andintellectualdisabilities,collectively knownasfetalalcoholspectrumdisorders(FASDs).1 FASDis recognizedtobeaninternationalpublichealthproblem.The prevalenceofFASDisestimatedtobeashighas2 5%inthe USAandsomeWesternEuropeancountries,withhigher numbersinsomeareasoftheworld.2 AlthoughFASDsare preventablebyabstainingfromalcoholuseduringpregnancy, onemajorobstacletopreventionaroundtheworldisthe widespreadlackofawarenessandrecognitionofFASD. Increasingawarenessabouttherisksofdrinkingduring pregnancyisconsideredtheﬁrststeptowardsFASD prevention.3

* Correspondingauthor

Numerousapproacheshavebeentakentoraiseawareness ofFASDaroundtheworld,butonlyonaregionalornational level.Fewpreventioncampaignshavebeensystematically evaluated,sotheeffectsofthesecampaignsarenotclear.4 Therefore,aninternationalnetworkofpartnerscoordinated bytheEuropeanFASDAlliance,incollaborationwiththe NationalOrganizationonFetalAlcoholSyndrome(NOFAS) andtheEuropeanAlcoholPolicyAlliance(EUROCARE),organizedaninternationalawarenesscampaign,called‘Too YoungtoDrink’,thatwaslaunchedonSeptember9,2014, InternationalFASDAwarenessDay.Theobjectivesofthe campaignwere:(1)toraiseawarenessofthedangersof drinkingduringpregnancyamongwomenofchildbearingage andinthegeneralglobalpopulation;(2)tospreadaccurate, research-basedinformationontherisksofusingalcohol duringpregnancy;and(3)toconnectthevariousentities workingintheﬁeldofFASDallaroundtheworld,tosharebest practicesandtocreatethebasisforfuturecollaborationsand jointefforts.Thecampaignusedtheoreticalmodelsofsocial marketingappliedtohealthpromotion.Thesemodelsare basedontheconceptof‘valuenetwork’ andonthetheoryof ‘holisticmarketing’.Theydeveloptheconceptof‘network’ and‘relationship’ asfactorsthatcangiveaddedvalueto healthproducts(goodsandservices)forthecommunity.5 7 Theapproachaimedtospreadinformationamongthegeneralpopulation,sharingideasandusingthepowerofthe Internetandsocialmedia.Thelaunchfollowedthemethods of‘guerrillamarketing’,astrategyborrowedfromadvertising,

E-mailaddresses: stefania.bazzo@eufasd.org, stefania.bazzo@gmail.com (S.Bazzo).

whichusesunconventionallow-costtechniquestocatchthe attentionandtheemotionsofthepublictowardsanissue, e.g.,bydisplayingordistributematerialsinpublicspaces.8

Thegoalofthismanuscriptistodescribeauniquepublic awarenesscampaignthatwasaccomplishedwithoutﬁnances andincludeduntraditionalpartnersfromacrosstheoceans. Themanuscriptoutlineshowsocialmediabroughtsmall groupstogether,trackedhowthecampaignmessagesspread andhelpedtoevaluatethedisseminationandeffectivenessof thecampaign.

Methods

ThecampaignwasconceivedbyFabrica,aninternational communicationresearchcentrebasedinItaly,whoofferedto donatetheirtimeandexpertisetocreatethecampaignimage andvideo.Fabricaisaninternationallyrecognizedmarketing andadvertisingagencythatspecializesincommunication campaigns.ThecampaignvisionwasconceivedbyFabricafor usebyalocalhealthUnitinItaly,called‘MammaBeveBimbo Beve’ (MumDrinksBabyDrinks).9 Successesfromthat campaignwereconsideredtoshapethelargereffort.Acohort ofFASDorganizationsgatheredatanFASDinternational conferencediscussedacollaborativeFASDawarenesseffort. PlanningmeetingswereheldviaSkypeandincludedthefour majorpartners:theEuropeanFASDAlliance(EUFASD),the NationalOrganizationonFetalAlcoholSyndrome(NOFAS), theEuropeanAlcoholPolicyAlliance(Eurocare)andthe ‘MammaBeveBimboBeve’ team.

Thepreliminarymeetingsallowedthepartnerstoreview theimages,campaignconceptsandthemes,andlogisticsof thecampaign.Asecondaryphaseofthecampaignbrought togetheradvocatesfromothercountriesandcontinents, boardmembersofmainpartners,representativesfromuniversitiesandhealthservices,FASDorganizationsandindividualswithFASDandtheirfamilies,toreviewandprovide feedbackonthefeaturesofthecampaign.Skypecallsand emailswereusedasthewaytocommunicateandsharematerialswiththelargergroupof20keyinformants.

Cubanartist,ErikRavelo,ledateamofcreativedesigners fromdifferentcontinentstocreateaprovocativeandmemorableimageforthecampaign.The‘visualimage’ wasaphoto ofarealbabythatwassleepinginsideofabottleofanalcoholicbeverage.Sincethiswasaninternationalcampaign,it wasconsideredimportanttoselectvariousalcoholicbeverage containersthatrepresentdifferentculturesanddrinking habitsinvariouspartsoftheworld.Sixdifferentbottleswere selected:rum,champagne,wine,whiskey,vodka,andbeer. Eachofthephotosofthebabyinthebottlehadthesame colorizationandartisticthemeandincludedthecampaign tagline:‘TooYoungtoDrink’.Thecampaigncomprised differentprintmaterials(alargebannerthatincludedallseriesofbottles,smallerbannersandpostersthatincludedone bottle,brochuresthatincludedallseriesofbottlesandinformationonFASD).Postersandbrochuresweretranslatedin sevenlanguages(English,French,Spanish,Portuguese,Italian,Russian,Japanese)bynativespeakingmembersofthe majorpartnerorganizations,basingonanestimationofthe mainlanguagesinvolved.Asrequestedbypartners,all

versionsofpostershavebeentranslatedinEnglishandItalian, beerandrumversionsinSpanish,beerandvodkainRussian, beerandwineinPortuguese,beerandchampagneinFrench, beerandwhiskeyinJapanese.Thecampaignname‘Too YoungtoDrink’ wasmaintainedinEnglish,inordertobrand thecampaignandmakeitrecognizableinvariouspartsofthe world.Toconnecttheaudiencetothevisualsofthebabyin thebottles,twoshortvideoswereproduced,oneofthem explainingthedevelopmentofthecampaignimages.Adedicatedwebsite(http://www.tooyoungtodrink.org),aFacebook siteandaTwitterproﬁle(@TYTD2014)werecreatedandused tocollectandspreadmaterialsfromthelaunchofthe campaignandcontinuetoprovideresourcesandinformation onFASD.

Allorganizationswhichwereassociatedorinconnection withthemainpartnerswereinvitedtoparticipate.Partners werealsoaskedtospreadtheinvitationtootherorganizations andtheiraffiliates.Informationonhowtojointhecampaign wassenttothenewpartnersandwasavailableonthe EUFASDAllianceandthe‘TooYoungtoDrink’ websites.InvitationstojoinwereextendedtoFASDorganizationsand agencies,healthcareorganizations,andFASDadvocacyorganizations.Allpartnersagreedtolaunchthecampaignasa partoftheirlocalevents,involvingcolleagues,community stakeholdersandthepublictoparticipate.Participantswere providedwithalinktoawebpagewheretheycoulddownload thefreedigitalfilesofcampaignmaterials.Thepartnerschose theimageversionandfilesizeandwoulduseaprinteroftheir choosing.

Theywereaskednottodisplayordistributethematerials publicallypriortotheofﬁciallaunchofthecampaign: September9,2014,at9:09am,localtime,understandingthat thecampaignwasbasedonacollaborative‘surprise’ launchingofthematerialsonsocialmedia.

Socialmedia,mainlyFacebookandTwitter,werethe drivingforcetothediffusionofthecampaign.Attheofficial launchtime,partnersfromaroundtheworldpostedtheir photosonFacebook,theirwebsitesandTwitter.Anetworkof 53partnersfrom27countriesdisplayedtheircampaignbannersorpostersinrecognizableareasincitiesfromallcontinentsandtookphotosandvideos.ThefirstphotoonFacebook waspostedfromJapanat9:09amandforthenext24hanonstopwaveofcampaignphotosfloodedtheInternetviaFacebook.Thecampaignimageswereshared,‘liked’ andreposted onvarioussitesaroundtheworld.At9:09am,localtime,the lastphotoswerepostedinCalifornia,USA.

TheimageswerespreadthroughTwitterwiththespeciﬁc hashtags#tooyoungtodrink,#TYTD2014,andtheglobalhashtag#FASD(thegeneralhashtagusedbyallactionsontheInternationalFASDDay).PeoplewereTweetingimagesand messagesfromaroundtheworldthroughouttheentireday.At theendoftheFASDDayevents,therewereatotalof61organizationsthatparticipatedinthecampaign.Theorganizations included:41fromEurope,11fromNorthernAmerica(nine fromUSA,fourfromCanada),fourfromAfrica,twofromAsia, twofromAustraliaandoneinternationalfromSwitzerland.

Thediffusionofthecampaignduringandjustafterthe launchwasmeasuredbyusinginstrumentsofsocialmedia analytics(FacebookInsight,Symplur,Topsy).Togaingeneral feedbackfromthestakeholdersofthecampaign,anonline

surveywassenttoallthepartnerorganizationsinNovember 2014.Thesurveyconsistedinfouropen-endedquestions askinghowthematerialsofthecampaignwereused,the estimatednumberandkindofpeopleinvolvedinthelaunch action,theestimatednumberofpeoplewhosawthe campaign,thepersonalreactionandthereactionofthetarget audiencetocampaign(especiallytoitsvisualimageryand headline),ageneralcommentaboutthecampaignandsuggestionsforthefuture.Responseswereanalysedusingqualitative(posthoc)methods.

Results

Diffusioninsocialmedia

Duringthelaunchweek(September9 16),theFacebook Fanpageofthecampaignreached300,000impressions, 100,000users,4019interactionsand1386‘likes’.Themain targetreachedwaswomenaged18 44years.Themostactive organizationswerefromtheUSA,Brazil,UK,Canada,Japan, Nigeria,Ghana,Russia,Poland,Spain,Slovenia,Malta,Italy, theNetherlandsandothercountriesinEurope.InTwitter, 10,000,000impressionsforthegeneralhashtag#FASDand 1200tweetswiththehashtag#tooyoungtodrinkwereobtained.Themainactivetweetersweremembersofthe networkofpartners.Inthe‘HealthcareHashtagProject’ , 10 the globalhashtag#FASDreachedthethirdplaceintheregular ranking.Afterthelaunch,actionslinkedtothecampaign continued,15morepartnerentitiesjoinedthecampaignand thematerialsweremadeavailablefortranslationsinfurther languagesattherequestofpartnerorganizations.Postersand leaﬂetsinPolish,Slovenian,Czech,GermanandFinnishwere developed.TheFacebookFanpageofthecampaignreached 2112‘likes’ onSeptember8,2015.

Feedbackfromparticipantorganizations

Fifteenpartnerorganizationsfromcountriesindifferent continentsresponded(USA,UK,Poland,Russia,Finland,Italy, Malta,theNetherlands,Turkey,Romania,Canada,Ghana, Japan).Onewasaninternationalpartner.Respondents belongedtoinstitutions,non-governmentalorganizations, associations,non-proﬁtcharitiesanduniversities.Overall, respondentsreferredtothecampaignasasuccess:the campaignwasconsidered‘useful,wonderful,important, innovative,impressive,needed,welldesignedandorganized, takingtimebutrelativelyeasytoparticipate’

Ingeneral,respondentsrecalledpositivereactiontowards the‘visualcomponent’ ofthecampaign(imagesandtagline). Theimageswereconsidered‘welldone,verygraphic,eye catching,wellreceiving,abletogetattention,quiteinnovative,simple,powerful’.Themessagewasreferredtobeclear andrelatable.Respondentsfelttheimage‘strong,provoking, moving,poignant,exciting,dramaticallybeautiful,courageous,impressive’,butina‘positiveway’,asithelpsto‘evoke theseriousnessofthetopic’

Partnersestimatedanactiveinvolvementintheaction rangingfromafewpeopletoabout200.Participantsincluded boardandstaffmembersfrompartnerorganizations,health

professionalsincludingpreventionsspecialists,physicians, paediatricians,nurses,obstetricians,psychologists,social workers,andaddictionspecialists.Therewererepresentativesfromschoolsincludingbothteachersandstudents, clergy,themedia,andindividualswithFASDandtheirfamilies.Themajorityofthegroupsusedbanners.Thematerials weredisplayedintwodifferentkindsofsettings:community settings(eventstargetedtothelocalandgeneralcommunity) andscientiﬁc/professionalssettings(conferences,meetings, seminars).Materialswerealsousedwithinthelocalinitiatives fortheInternationalDayonFASD(September9).Manyrespondentsdisplayedthematerialsinbusyandimportant places(squares,stations,markets,museums)and/orbuildingsoftheircities;otherdisplayedordistributedmaterialsin publicandcommunitylocations(schools,hospitals,pharmacies,shops,cinemas,parishes,parks)andduringevents targetedtocitizens(likeacoffeeeventorsportgames),alone ortogetherwithadditionalinformationaboutthecampaign andbasicinformationonFASD.Somegroupsdistributed campaignmaterialstotheirlocalhealthcareproviders.

ThemajorityofpartnersusedtheInternetandsocial media(Facebook,Twitter)todisseminatetheirphotosand videos.Theyreferredthatsomeoftheeventsreceivedmedia attentionandwerefeaturedonTV,radio,andmagazines.The estimatednumberofpeoplethatviewedthecampaignineach differentlocalareavariedwidely,fromasmallgrouptomany thousands(morethan30,000inJapanand200,000inthearea ofSosnowiec,Poland).

Mostrespondentsstatedthat,ingeneral,theaudiencehad good,positivereactionstothevisualimages.Somegroups reportedthatpeopleintheircommunitiesweresurprisedand shockedtolearnabouttheproblem.Onewomanreportedthat theimageswere,‘leadingpeopletostopandthinkaboutthe importanceoftheissue’.Otherrespondentssaidthatthe imageshavebeenawayofinformationsharing,anopportunityto‘startconversationsaboutalcoholandpregnancyand openupdiscussion’ .

Thereweresomehealthcareprovidersthatexpressed concernabouttheimagesandtagline.Someworriedthatthe visualimagemightremindsomepeopleofabortionandcould causewomenthathadhadanabortiontoexperiencegrief. Otherswereconcernedaboutthetaglineandworriedthat‘To YoungtoDrink’ mightbeconfusedwithlegaldrinkingage issuesandmovements.

Oneofthegreateststrengthsanduniquefeaturesofthe campaignwasthatitwasaninternational,world-wideeffort thatinvolvedvolunteersandthecommunityatagloballevel topreventFASD.Thecampaignalsoprovidedgroupswithan activitythathelpedtostartconversationsaboutdrinking alcoholduringpregnancy.Twomainweaknessesofthe campaignwereobserved.Therewasdifficultywiththe translationofthematerialsandthemodelofpostingthe imagesasalastminute‘surprise’ madeitdifficulttogetthe mediainvolved.Othercommentsthatparticipantsprovided includethattheyfoundthe‘Guerrillaaction’ difficultinsome cultures,thattheyneededtobedirectlyconnectedwithpublic healthorganizations,thatthe‘bottlevisual’ maynothave resonatedwiththeyoungaudienceandtheneedformore factsandeducationaboutalcoholuseduringpregnancyand FASD.

Themajorpartnersandtheparticipatingorganizations reportedthattheyarewillingandinterestedincontinuingto worktogetherto‘sustaintheawarenessandinterestofthe issue’.Theyalsosaidtheyvaluetheconnectiontootherorganizationsandhavingtheopportunitytoshareideas, thoughts,resourcesandlessonslearnedwitheachother. Suggestionstoimprovethecampaignincludeanearlierstart timetoallowformoreplanning,moreassistancewithtranslationsandreconsideringthelastminute‘surprise’ element sothatthemediacanbeinformedearlier.Somesuggestions forfuturecampaignsincludecreatingimagestargetedto speciﬁcagegroups,usinglocalimagesorimagesfromother successfulcampaigns,tomakeprinterfriendlymaterials,and preparingnewvideomaterials.Finally,itwasconsidered desirabletoevaluatetheimpactofthiscampaign,attheir differentlevels(reach,exposure,resources,etc.).

Discussion

Findingsfromthecampaign‘TooYoungtoDrink’ showedthat itwaspossibletodevelopandcarryoutaninternationalactiontoraisepublicawarenessofFASD,usingsocialmarketing strategiesandsocialmediatospreadmaterialsandinformationontheissue,withalowbudgetandindifferentcultures. Datafromdiffusionandfeedbackprovidedbypartnerssupporttheopportunityofusingprinciplesandmethodsfrom socialmarketingandhealthcommunicationcampaignsto improvepublichealth,11 andthefeasibilityofthespeciﬁc utilizationoftheguerrillamarketingapproachaswayto disseminateinformationininternationalcommunicationefforts.12 Themainstrengthofthecampaignwasrecognizedto betheparticipationandtheactivecollaborationofaninternationalnetworkofpartnerorganizationsfromdifferent countiesandcontinents.Fromapublichealthperspective, thisseemstobeapromisingapproachtomobilizingentities involvedwithpublichealtharoundtheworldinjointeffortsto preventtherisksofprenatalexposuretoalcohol.Inaddition tothis,asreportedbyparticipants,thecampaignhasrepresentedaway,bothtostartadiscussiononFASD,andasa leverforlocalorganizationstomotivateandinitiatealocal campaigning.Theseresultssupportobservationsthatnoted thatsharinginternationalexperiencescouldimproveapproachestopreventingFASD.13

Thiscampaignreliedonorganizationsandpeoplefrom aroundtheworldtodonatetheirtimeandlimitedresources. Thecampaignexperiencedgreatsuccessdespitethelackof ﬁnancesforacomprehensionevaluationplan.However,the inclusionofsocialmediaplatformsdidallowforcollecting andanalysinglimitedqualitativedata.

Althoughevaluationdataarelimited,informationobtainedbythecampaignisconsistentwithﬁndingsfrompreviousstudieswhichassessedthatcommunicationcampaigns cancontributeinspreadinginformationandraiseawareness ofthedangersofprenatalalcoholexposure14,15;andtheuseof aspeciﬁcdedicatedvisualimagecouldhelpcatchingpublic attentiontowardstheproblem16 However,therearestill limiteddataavailableontheeffectivenessofpubliccommunicationeffortsalonetosupportbehaviourchangeand consequentreductionofFASD.17,18 Forthisreason,the

internationalpublicattentionconveyedbythecampaign needstobesustainedanddeclinedinlocalintegratedapproachesandculturallysensitivespecificinterventionsto increasetheself-efficacyofthegeneralaudienceandsensitive targetstowardstheissue.19,20 Researchstudiesormore extensiveevaluationcomponentsareneededtoevaluate specificeffectsofinternationalpublicawarenesscampaigns.

Authorstatements

Acknowledgements

Theauthorswouldliketothankallthepartnerorganizations, professionalsandindividualsparticipatinginthecampaign fortheirsupportandcontribution.ThankyoutoMr.Andy Kachor,NOFASDirectorofMediaandCommunications,for hisexpertiseandsupportinadministeringandmanagingall ofthesocialmediaeventsoftheTYTDcampaign,andthank youtoMr.NicolaBisinella,designerandmanagerofthe websiteofthecampaign.

Ethicalapproval

Nonesought.

Funding

Nonedeclared.

Competinginterests

Nonedeclared.

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