Description:

Fetal Alcohol Spectrum Disorder (FASD) is currently a leading cause of preventable intellectual and neurodevelopmental disability in Aotearoa New Zealand.

By taking a multi-generational approach and encouraging New Zealanders to ‘nurture the future within’, this social marketing campaign raises awareness of FASD and educates around alcohol use during pregnancy. It highlights that we are all future ancestors, so we all have a role to play to support alcohol-free pregnancies.

The campaign was developed through an authentic co-design process. At the heart of the work is a collective of co-designers called Te Kapa Manawa (the heartbeat). This group of next-generation parents from across the country helped us connect to the voices, experiences and needs of the community as we developed the campaign.

Together, we began by speaking to those with lived experience of FASD, those working in social services, health, advocacy, policy and indigenous innovation. We heard stories of alcohol harm, misinformation, and how much drinking culture has firmly rooted its place into the varied ways we connect.

During the co-design process we were guided by the Māori whakatauki: poipoia te kākano, kia puāwai – nurture the seed and it will bloom.

From this a key idea emerged that the future already lies within all of us. The campaign creative gives life to the idea that everything we do while pregnant has an effect through the generations. It takes us on an intimate journey with five generations of women who together tell the story of how a mother carries the seed of her grandchildren, great-grandchildren and beyond.

This approach seeks to awaken the innate ability we hold to make healthy decisions now to nurture future generations. When connections to our identity, whānau (family), future aspirations and innate strengths are nurtured, we make stronger decisions.

The campaign raises awareness of FASD in ways that do not perpetuate further harm to those with lived experience, by inviting audiences into a non-judgemental way of thinking about how to avoid alcohol use during pregnancy. It highlights that we are all future ancestors, so we all have a role to play to support positive action in our whānau (family) and hapori (communities).