Presentation at "Protecting the Unborn Baby from Alcohol" , 17 September 2013, European Parliament, Brussels http://eurocare.org/media_centre/previous_eurocare_events/protecting_the_unborn_baby_from_alcohol_2013

1. FASD AWARENESS:
LESS TALK, DO MORE
PROJECT FOR A EUROPEAN INTEGRATED
COMMUNICATION CAMPAIGN
TO INCREASE AWARENESS OF AND PREVENT
FETAL ALCOHOL SPECTRUM DISORDERS
Francesco Marini, Treviso july 2013

2. WHY

3. Empowerment
Empowerment is the process of increasing the capacity of
individuals or groups to make choices and to transform those
into desired actions and outcomes

4. THE PAST

5. 2010 Awareness

6. 2010 Awareness

7. The buzz of the web
http://www.mammabevebimbobeve.it/PDF/RASSEGNA%20STAMPA/RASSEGNA%20ST
AMPA%202010/PressRelease_completa.pdf

8. 2011 Evaluation
Sample: 690 parents
84% of the sample remembered
the image
93% of those remembered the
health message driven by the
image
53% of those who have already
seen the picture said that it
suggests the health behaviors
recommended by the campaign
Reference: Bazzo S, Battistella G, Riscica P, Moino
G, Marini F, Geromel M, Czerwinsky L. Evaluation
of the Impact of the Image Used in a Communication
Campaign to Raise Awareness about the Effects of
Alcohol Use During Pregnancy. Alcohol Alcohol
2012; 47 (6): 657-662.

9. 2012 TERRITORIAL MARKETING
EDUTAINMENT
CITIZENS ACTIVATION
AND PARTECIPATION

10. THE FUTURE

11. PROJECT FOR A EUROPEAN INTEGRATED
COMMUNICATION CAMPAIGN
TO INCREASE AWARENESS OF AND PREVENT
FETAL ALCOHOL SPECTRUM DISORDERS

12. TARGET
MOTHERS AND POTENTIAL
MOTHERS (18-45) + FAMILY
MEMBERS

13. BUSINESS MODEL

14. FUNDRAISING
CORPORATE SOCIAL RESPONSABILITY

15. WHO WE ARE
SERGEY OSIPCHIK SVETLANA POPOVA CAMH TORONTO GEORGIE PETKOVIĆ LAURII BEEKAM
ESTONIAN TEMPERANCE UNION MARIANN SKAR EUROCARE SECRETARY GENERAL ILONA AUTTIRÄMÖ RESEARCH PROFESSOR AND CHIEF OF HEALTH RESEARCH AT THE SOCIAL INSURANCE
INSTITUTION IN FINLAND PAUL PETERS GISELA MICHALOWSKI FASD DEUTSCHLAND E.V. JESSICA
CHRISTINE WAGNER ZENTRUM FÜR MENSCHEN MIT ANGEBORENEN ALKOHOLSCHÄDEN CAMPUS
VIRCHOW-KLINIKUM CHARITÉ UNIVERSITÄTSMEDIZIN BERLIN MICHELE SAVAGE ANNE TIMONY
MEEHAN COMMUNITY MOBILISATION OFFICER ALCOHOL FORUM YEHUDA SENECKY CHILD
DEVELOPMENTAL AND REHABILITATION CENTRE SCHNEIDER’S CHILDREN’S HOSPITAL
SACKLER MEDICAL SCHOOL TEL-AVIV UNIVERSITY ISRAEL MAURO CECCANTI SIFASD AUDRONE
PRASAUSKIENE KAUNAS CHILD DEVELOPMENT CLINIC LOPSELIS MARIANNE MASSA EU AFFAIRS
DIRECTORATE MINISTRY FOR THE FAMILY & SOCIAL SOLIDARITY OFFICE TUDOR VASILIEV FJELDE,
ELI MARGRETEFJØRTOFT, ELISABETH KNUTHEIM,TERJE MAŁGORZATA KLECKA PRACOWNIA
DIAGNOSTYKI I TERAPII ZABURZEŃ ROZWOJOWYCH FUNDACJA FASTRYGA KATARZYNA OKULICZKOZARYNPARPA ELISABETE PINTO UNIVERSITYOF PORTO MEDICAL SCHOOL TEODORA
CIOLOMPEA DIRECTOR OF THE NATIONAL CENTRE FOR HEALTH PROMOTION BUCHAREST,
ROMANIA ALEKSANDRA YALTONSKAYA NATIONAL RESEARCH CENTER ON ADDICTION, MOSCOW,
RUSSIA CONSUELO GUERRI HEAD OF CELL PATHOLOGY LABORATORY CENTRO DE INVESTIGACIÓN
PRÍNCIPE FELIPE MIGUEL DEL CAMPO CASANELLES OSCAR GARCIA ALGAR PARC SALUT DU MAR ,
BARCELONA KATARINA WITTGARD SWEDISH FAS FORENING PAUL PETERS DIANE BLACK
EUROPEAN FASD ALLIANCE MARTHA KRIJGSHELD VOORZITTER FASSTICHTING NEDERLAND INGE
VAN BALKOM LENTIS EDWARD MULDER UNIVERSITAIR MEDISCH CENTRUM UTRECHT WIM VAN
DALEN NEDERLANDS INSTITUUT VOOR ALCOHOLBELEID (STAP) WIM WAN DALEN* EUCAM
UTRECTH RUDI KOHL INTER/PSY FASD CLINIC, PAEDIATRICIAN SANDRA KNUIMAN BEHAVIOURAL
SCIENCES - CLINICAL CHILD & FAMILY STUDIES TANYA HAUTERMANS PSYCHOLOOG NIP, GELRE
ZIEKENHUIZEN, AFDELING PSYCHOLOGIE KIND EN JEUGD RAJA MUKHERJEE CONSULTANT
PSYCHIATRIST / HONORARY SENIOR LECTURER SUSAN FLEISHER EXECUTIVE DIRECTOR | NOFASUK / NATIONAL ORGANISATION FOR FETAL ALCOHOL SYNDROME SVETLANA SIDYAK ANATOLIY
VIYEVSKYY TATIANA BALACHOVA CENTER ON CHILD ABUSE AND NEGLECT DEPARTMENT OF
PEDIATRICS THE UNIVERSITY OF OKLAHOMA HEALTH SCIENCES CENTER ROB PEREIRA

16. WHO WE ARE
25 COUNTRIES INVOLVED
44 ORGANISATIONS
GOVERNATIVE | UNIVERSITIES/RESEARCH | ASSOCIATIONS

17. THE NETWORK
INVOLVED PARTNERS
Prospect

18. RESEARCH
EVALUATION
Efficacy of the project
In collaboration with a scientific
partner

19. CREATIVE SPONSOR
Communications research centre of Benetton Group

20. WHAT

21. TWO OBJECTIVES
CREATE AWARNESS IN THE CITIZENS
OF THE WHO EUROPEAN REGION
ACTIVATE PUBLIC OPINION

22. INTEGRATED IDEA
Several message: Information
Drinking during pregnancy hurts the child,
let’s raise our voice, because we are a lot
of people and it’s necessary an intervention
Strong tone of
communication
Activation
“You are not
alone, a network
exists”

23. COMMUNICATION CAMPAIGN
ACTIVATION: “do you know that….???
Unconventional marketing, viral, comarketing
PUBLIC CAMPAIGN: AMPLIFICATION
“take an action!”
Media plan: TV, newspaper, socialmedia,
co-marketing

24. ACTIVATION
UNCONVENTIONAL
ACTION IN THE MAIN
CAPITALS
VIDEO TEASING
PRESS

25. PUBLIC CAMPAIGN: amplification
PRINT |
TV
CO-MARKETING
“EXAMPLE: FREE ALCOL GLASS”
VIRAL
MARKETING
DIGITAL PR
PETITION &
CROWDFUNDING

26. Main social media will be used to
amplify and integrate other
communication tools.

27. WHY HERE IN BRUSSELS?
SHARE THE IDEA
FIND NEW PARTNERS
CREATE NETWORK
ENDORSEMENT FROM POLITICIANS

28. CONTACTS
awareness@eufasd.org
EUFASD - European FASD Alliance (diane.black@eufasd.org)
Eurocare – European Alcohol Policy Alliance
(tizianacodenotti@hotmail.com)
For the "Mamma Beve Bimbo Beve" team
(stefania.bazzo@gmail.com; fmarini@ulss.tv.it)