Authors:
France KE, Donovan RJ, Henley N, Bower C, Elliott EJ, Payne JM, D'Antoine H, Bartu AE
Authors notes:
Substance Use and Misuse. 2013;48(14):1509-1521
Keywords:
Alcohol, Campaign, FASD, Formative, Messages, Pregnancy, Prevention
Abstract:
This research developed messages to promote abstinence from alcohol during pregnancy and identified elements that enhance message persuasiveness.
An exploratory phase was conducted in 2009 that comprised four focus groups with 23 women in Western Australia and elicited beliefs and attitudes on alcohol use during pregnancy and motivations for behavior change.
Four television concepts were subsequently developed and appraised in five focus groups with 31 participants using standard advertising pretesting questions.
The implications for campaigns addressing prenatal alcohol exposure and further research are noted and limitations discussed.