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Alcohol. Think Again.
One Drink

RAN IN: Australia

CLIENT
Mental Health Commission

1. Tahnee McCausland - Manager, Public Education and Health Promotion Programs

AGENCY
303 MullenLowe Perth *Lead Agency

1. John Linton - Head of Strategy


Initiative Perth

1. David Burger - Managing Director


SUMMARY

True or false: the placenta protects a developing baby from alcohol? Research says that although many believe it to be true, the reality is quite the opposite. And it was this tension that ‘One Drink’ put to use. By juxtaposing this long-held belief with a confronting life-sized glass baby, we got people to reconsider what they knew about alcohol and pregnancy. And modelling suggests we’ve made a dent in the leading preventable cause of non-genetic, developmental disability in Australia - potentially preventing 43 cases of FASD as a result.

CASE VIDEO


Additional Materials:

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Audience: Mass, public

Objectives: Government and social aims