SANCA, The South African National Council on Alcoholism and Drug Dependence: Prostitute

Drinking during pregnancy can take years to affect your baby.
50% of children born with foetal alcohol syndrome will grow up to engage in risky sexual behaviour. 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


atb2005's picture
13567 pencils

Interesting statistics.

pez's picture
1800 pencils

why does the print say "50%" and the text below the it says "60%"? is this for real?

ivan's picture

Fixed it. Sorry.

Ivan Raszl, admin of AotW

Misstree's picture
425 pencils

Very nice and powerful campaign.


Not all who wander are lost.

Layne's picture
25 pencils

I like these.
If the stats are real then... wow.

miko1aj's picture
3098 pencils

Great idea and execution. Bravo

Hibon's picture
3736 pencils

Good work and sure this is respecting the client brief : "50% of children born with foetal alcohol syndrome will grow up to engage in risky sexual behaviour"

Simple ideas are the best !

CGilb09's picture
572 pencils

Okay, yeah it's great to encourage mothers not to drink during pregnancy-- but c'mon people. If you drink during pregnancy, your child will turn into a prostitute? That's preposterous. I think the exaggeration is tacky and very misleading.

Tweet tweet: @ThisAbility

Dzsoi's picture
6363 pencils


Dzsoi's picture
6363 pencils

I agree on that money shouldn't be there. Just a bad looking guy in a messy apartment. Risky sexual behavior most of the time doesn't mean prostitution.
Apart from that, really good campaign.

miko1aj's picture
3098 pencils

Seem to be good point, but the message is clear – this is possible danger, not must. Social campaign, and advertisement business in general uses exaggeration to underline certain aspects of advantages/disadvantages. So, I think that campaign fulfills this approach.

rolling.stone's picture
2740 pencils

good campaign


~ Quite obviously, I have gathered no moss ! ~

raavigeorgian's picture
2444 pencils

really good

checkhill's picture
465 pencils

direct hit!!!

Alan Zed's picture
Alan Zed
58 pencils

Dommage qu'il n'y ai pas de source pour ces étonnantes statistiques.
Too bad there have no source for these amazing statistics

imagineit's picture
552 pencils

shocking and brilliant

silvertongue's picture
552 pencils

Where did they thumbsuck these stats from?

Guest's picture

Streissguth, A.P., Barr, H.M., Kogan, J., & Bookstein, F.L. (1996). Understanding the occurrence of secondary disabilities in clients with fetal alcohol syndrome (FAS) and fetal alcohol effects (FAE): Final report to the Centers for Disease Control and Prevention on Grant No. RO4/CCR008515 (Tech. Report No. 96-06). Seattle: University of Washington, Fetal Alcohol and Drug Unit.

Streissguth, A. (1997). Fetal Alcohol Syndrome: A Guide for Families and Communities. Baltimore: Brookes Publishing. ISBN 1-55766-283-5.

Log in or register to post comments