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"Don't Open This" campaign
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Fetal Alcohol Syndrome (FAS) is a leading known, preventable cause of mental retardation and other birth defects. FAS, along with other Fetal Alcohol Spectrum Disorders (FASDs) can occur as a result of a woman drinking during pregnancy. Women who drink and have unprotected sex are at particular risk as they may unintentionally become pregnant and continue drinking before they realize they are pregnant.
The Oregon Public Health Division, with funding from the Centers for Disease Control and Prevention, developed a social marketing campaign targeted at women ages 18-24 to reduce the incidence of babies born with FAS and related Fetal Alcohol Spectrum Disorders (FASD). The “Don’t Open This” campaign encourages college women to stop drinking if they have had unprotected sex or missed a period.
MG’s research findings determined that a significant percentage of the target audience had experienced a pregnancy scare and that many had modified their behavior or were willing to change their behavior. As a result, the campaign focused on informing the target audience that drinking and having unprotected sex—or drinking while pregnant, even before women know they’re pregnant—can cause FAS.
The campaign, implemented on two Oregon college campuses, plays on the teachable moment provided by the reality of a pregnancy scare and the power of peer groups as an information resource. This differentiates the campaign from other efforts that focus on pregnant women or women contemplating pregnancy.
To directly engage the target audience, more than 15 peer-based campus organizations were recruited as partners to disseminate information and include FAS prevention content in existing outreach to students. A student coordinator was also recruited on each campus also provide oversight and a trusted peer connection.
“Don’t Open This” launched in late September 2007 at the University of Oregon and Western Oregon University. It will continue through December 2007 and beyond.
