To mark International Foetal Alcohol Syndrome Day on 9 September 2013, a special press briefing and seminar was organised, with the title ‘Zero Tolerance for Drinking During Pregnancy’. The event was accompanied by the launch of educational material for pregnant women, which is being distributed across Poland.
Internet-based activities have included the use of the messages on Facebook pages promoting KP brands, collaboration with the Polish web portal for mothers emaluszki.pl, and a dedicated website – wciazyniepije.pl – where visitors can pledge their support to the campaign. The Polish language version of SABMiller’s TalkingAlcohol.com website also contains a sub-page from which educational materials, such as posters and leaflets, can be obtained.
As a result of these efforts, consumers in Poland have the highest spontaneous recognition of the pregnancy responsible drinking messages within the European region, at 18%. The level of prompted recognition, at 48%, was second only to that recorded in the UK at 54%.