Alcohol | Think Again

2021

The campaign’s key message of “any amount a mother drinks, the baby drinks” challenges the inaccurate belief that a mother’s placenta protects a developing baby from alcohol. If a woman drinks alcohol during pregnancy, the blood alcohol level of the baby is similar to that of the mother, with research showing that even small amounts of alcohol during pregnancy can be harmful.

CREDITS

Client: Cancer Council Western Australia
Program Manager: Julia Stafford
Policy and Research Coordinator: Danica Keric

Mental Health Commission
Manager, Public Education and Health Promotion: Hannah Samsa
Senior Project Officer, Public Education and Health Promotion: Tahnee McCausland

Agency: 303 MullenLowe Perth:
Executive Creative Director: Richard Berney
Senior Writer: Steve Straw
Art Director: Steve Lorimer
Head of Planning: John Linton
Business Lead: Krista Song
Producer: Jonathan Julius

Production Company: Siamese
Director: Anthony Webb
Producer: Francesca Hope
Lead VFX: Andrew Buckley
DOP: Dave Le May

Sound: Cue Sound
Audio Engineer: Daniel Johnston

Photography: Luke Carter-Wilton

Media Agency: Initiative Perth
Investment Partnerships Manager: Lauren De Rozario
Investment Partnerships Executive: Christine Foster