Berlin and FARE call on partners, family and friends to support alcohol-free pregnancies
Going alcohol-free through a pregnancy is easier with support from the people around you. That’s the idea behind We All Have a Part to Play, the second phase of Every Moment Matters, the Foundation of Alcohol Research and Education’s (FARE) national campaign on alcohol and pregnancy, launching nationally today via Berlin.
Where earlier work spoke to women who were pregnant or trying to conceive, this campaign turns to everyone else in the room. It puts partners, family and friends at the centre, and celebrates the outsized impact of small acts of support: providing alcohol-free options at social events, offering support rather than opinions, or simply going alcohol-free alongside your partner.
Kate Kenyon, Senior Account Director at Berlin, said: “So often, women carry the full weight of pregnancy decisions on their own. It was a privilege to work with FARE on a campaign about shifting that, showing more Australians that the responsibility for an alcohol-free pregnancy shouldn’t sit with one person alone.”
Directed by Jhaz Bullen-Williams, We All Have a Part to Play unfolds like a memory, opening on a black-and-white photographic archive documenting a real pregnancy week by week, before colour, sound and movement bring the moment to life. Cast with real couples, families and friends rather than actors and shot with room to improvise, the films capture unguarded moments of support.
The work builds on nearly five years of evidence. Since launching in November 2021, Every Moment Matters has been independently evaluated by the South Australian Health and Medical Research Institute/National Centre for Education and Training on Addiction. The research found the proportion of current/recently pregnant women who abstained from alcohol following confirmation of their pregnancy rose from 66 per cent in October 2021 to 80.2 per cent in October 2023. A 2024 Social Return on Investment report found every $1 invested in the program generated $9 in social return.
Ayla Chorley, CEO of FARE, said: ‘The success of Every Moment Matters over the past five years is a testament to what can be achieved through collaboration and a shared commitment to improving outcomes for families.”
“We thank Berlin as creative partners, along with lived experience advocates, health professionals, community representatives and stakeholders whose expertise, experience and dedication have helped bring this campaign to life. As we enter this next phase, we’re building on that momentum and reinforcing the role that partners, families, friends and health professionals can play in supporting alcohol-free pregnancies. Every pregnancy matters. Every conversation matters. And every moment matters.”
The campaign runs across out-of-home, online video, social, radio and digital.
Every Moment Matters is endorsed and funded by the Australian Government. It forms part of a broader program of information and training, resources and targeted support, delivered in partnership with NOFASD Australia and NACCHO. More at everymomentmatters.org.au.
Credits
Client: FARE
Chief Executive Officer: Ayla Chorley
Health Program Director: Kristie Cocotis
Senior Health Promotion Advisor: Pearl Prabal
Health Promotion Manager – National Campaign: Rosemary White
Campaign Consultant: Jo Le
Agency: Berlin
Managing Partner & Head of Strategy: John Linton
Managing Partner & Executive Creative Director: Rich Berney
Design Director: Will Miles
Design & Animation: Kyuree Kim
Senior Account Director: Kate Kenyon
Producer: Anita Swami
Production Company: Supaflr
Executive Producer: Hollie Gibson
Director: Jhaz Bullen-Williams
Photographer: Liz Looker
Production Manager: Shauna Murphy
DOP: Trudi Gultom
Editor: Jhaz Bullen-Williams
Online: Paul Komadina
Colourist: Sam McCarthy
1st AD: Kiran Wilson
1st AC: Bri Trinidad
Grip: Clint Lawrence
Grip Best Boy: Greg McKie
Gaffer: Dion Borrott
Elex Best Boy: David Duong
Sound Op: Ash Charlton
Wardrobe: Vanessa Lane
HMU: Kate Farmer
Production Runner/Unit: Samuel Allum
Art Department: Aaryn Bath
Art Department Assistant: Blanche Deards
Locations: Crystal McCallum
Music & Sound
Composer: Ian Berney, Panda Candy
Sound Engineer: Nick Gallagher, Fable