The Every Moment Matters (EMM) campaign, led by the Foundation for Alcohol Research and Education (FARE), is reshaping the conversation around the dangers of alcohol use during pregnancy. With decades of research at its backbone, the initiative has raised awareness that there is no safe time or amount of alcohol use during pregnancy, a message that has resonated with the public. Since its launch in 2021, awareness has surged from 58% to 82%, empowering individuals to make informed decisions for the health and wellbeing of future generations.

Fetal Alcohol Spectrum Disorder (FASD) remains the leading cause of non-genetic disability in Australia, affecting more individuals than Autism and ADHD combined. Caused by prenatal exposure to alcohol, FASD results in cognitive, physical, and emotional challenges that can last a lifetime. Despite its prevalence, stigma and societal denial have often shrouded the issue. For many, an FASD diagnosis can be life-altering, offering clarity over personal struggles and paving the way for access to support. However, prevention through public understanding is essential in reducing such devastating outcomes.

Last week’s Social Return on Investment report revealed the incredible impact of the EMM campaign, which generates $9 in social benefits for every dollar invested. Beyond cost savings, the initiative has sparked open conversations that replace stigma with understanding, supporting families in pursuing alcohol-free pregnancies and encouraging healthier lives for future generations.

With the powerful influence of a multi-billion-dollar alcohol industry shaping societal norms, campaigns like EMM are vital. They combat misinformation, highlight the dangers, and challenge entrenched habits that continue to put unborn lives at risk. Every dollar invested in EMM delivers a clear message that prevention is paramount, ensuring healthier pregnancies and laying the foundation for a brighter future.

The risks of alcohol exposure during pregnancy cannot be ignored. Campaigns like EMM provide crucial awareness, enabling society to move forward towards a healthier, safer environment for all children. Every decision matters, and every moment counts.

Source: fare