An awareness campaign on the dangers of drinking during pregnancy that successfully increased concerns about unborn babies’ exposure to alcohol and discouraged women from drinking while pregnant.
This campaign's mission was to reduce light alcohol consumption amongst pregnant women. To do this, we sought to debunk a popular myth that the placenta protects the foetus from alcohol.
Our idea was a demonstration piece. We compared the size of a standard drink to that of an unborn child, pouring that standard drink past the placenta and directly into the baby through the umbilical chord.
