SANCA: Criminal

Drinking during pregnancy can take years to affect your baby.
60% of children born with foetal alcohol syndrome will grow up to engage in criminal activity. Do the right thing for child's sake. Don't drink during pregnancy.

A print campaign for SANCA, The South African National Council on Alcoholism and Drug Dependence, communicating the dangers of drinking alcohol to pregnant women who think that moderate drinking won't affect their unborn babies. Foetal alcohol syndrome doesn't just manifest itself in physical birth defects at birth, it can also cause psychological damage, which isn't always immediately apparent.

Advertising Agency: Lowe Bull, Cape Town, South Africa
Executive Creative Director: Kirk Gainsford
Creative Director: Alistair Morgan
Art Director: Cameron Watson
Copywriter: Simon Lotze
Photographer: Dawid Wapenaar

May 2010


dreadboy's picture
413 pencils

How come it says Salut on the that? That's Romanian for hello.

Portfolio * Myspace * Facebook
i can't even spell my name without 'ad'

nifty1's picture
50 pencils

that's a very weird statistic.
I'd guess that it's the environment and social status of these drinking mothers that influence the child in a bad way..?
seriously, how does drinking during pregnancy directly cause your child to be a criminal 20 years later?

Dawid's picture
28 pencils

Fetal Alcohol Syndrome is a serious issue. Apart from social debilitation there are cognitive inhibitions and various neural functions are affected, often leaving the person unemployable. People that are unemployable often turn to crime and given the affected brain function, are likely to be caught. Drinking during pregnancy is also a sign of indifference to your growing child, a trend that is likely continue through childhood, causing social complications that can also manifest as antisocial and criminal behavior.... Lots of research available on the net.

ReDorkulator's picture
58 pencils

Nice ads. Effective imagery.

raavigeorgian's picture
2444 pencils

I can see some awards coming through...

checkhill's picture
465 pencils

so to the point!

scarfinati's picture
843 pencils

Very good

Guest's picture

Cam, keep it up dude!!!!

Guest's picture

Gr8 idea nd execution but WHY All the ads have models sleeping in the same posture...

Guest's picture

It's the fetal position. I think that if you think about it, you'll get the concept. It's a good one.

Guest's picture

was just about to mention that. after viewing all three images i realised that it was in fact the fetal postition! very well executed, it is shocking, in a good way, hence stirring up a reaction that was sought after. very memorable, well done!

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