Introduction
When a mother drinks alcohol while pregnant, she puts her unborn child at risk for a wide range of severe health problems. Drinking alcohol during pregnancy can have severe consequences for the mother and her growing child since alcohol crosses the placenta (Bazzo et al., 2012). Fetal Alcohol Syndrome (FAS) is a devastating consequence of drinking while pregnant (Popova et al., 2023). Children with FAS often have noticeable physical traits, such as being small for their age, having small eye apertures, and having a smooth philtrum (Popova et al., 2023).
The central nervous system is frequently affected in people with certain facial anomalies, leading to neurological dysfunction. Developmental delays, intellectual disabilities, and learning difficulties are all possible outcomes of neurological disorders. Kids with FAS often struggle to pay attention, have trouble controlling their impulses, and are hyperactive.
Main Body
Fetal Alcohol Spectrum Disorders (FASD) is an umbrella name for a group of disorders brought on by alcohol consumption during pregnancy. Some people with FASD may be more severely affected by its physical and mental side effects than others. When an individual exhibits some of the physical symptoms of FAS but does not match all of the criteria for a full diagnosis, they are said to have partial Fetal Alcohol Syndrome (pFAS).
Individuals affected by FASD may experience profound and long-lasting effects. Persistent physical difficulties may have far-reaching effects on adult organ function and general well-being. Problems with cognition and learning can impede a person’s success in school and the workplace, making it harder for them to realize their full potential. Behavior issues can make maintaining friendships and romantic partnerships challenging, which can be stressful for everyone involved.
Protecting the health and well-being of future generations requires a strong focus on preventing FAS and FASD. Women of childbearing age, their partners, and communities must be aware of the risks of drinking alcohol while pregnant. The ‘Mamma Beve Bimbo Beve’ campaign in Italy is one example of a health communication initiative aiming to educate pregnant women and breastfeeding mothers about the risks of drinking alcohol (Bazzo et al., 2012). These efforts aim to prevent FASD by raising public awareness and prompting women to make more well-informed decisions about their pregnancies.
Summary of the Article
The Italian city of Treviso’s local health department created the “Mamma Beve Bimbo Beve” campaign to warn pregnant women about the dangers of drinking alcohol and their unborn children about the risks of fetal alcohol spectrum disorder. Since there is a high rate of alcohol consumption among Italian women of childbearing age, the country was chosen as the campaign’s focal point (Bazzo et al., 2012). The campaign’s intended audience was women, but it also included men and communities to reduce the prevalence of these avoidable diseases.
By appealing to people’s fears, the “Mamma Beve Bimbo Beve” campaign emphasized the hazards of drinking while pregnant. A fear appeal is a communication strategy that employs the dynamic response of dread or concern to persuade the intended audience to take preventative action (Bazzo et al., 2012). The campaign aimed to convince expectant mothers to abstain from alcohol by appealing to their apprehensions regarding the impacts of alcohol on their unborn children.
However, advertising that preys on people’s anxieties could have moral implications. Some individuals may be negatively impacted by their ability to manipulate emotions and induce anxiety (Bazzo et al., 2012). In addition, if fear appeals are used, women who have consumed alcohol while pregnant may feel stigmatized (Bazzo et al., 2012). All ethical efforts should prioritize informed consent, with all participants comprehensively understanding the campaign’s objectives and any potential psychological effects. Pregnant women experiencing tension or anxiety may be more susceptible to the impact of fear appeals, which may have detrimental psychological effects on this demographic.
The image in the “Mamma Beve Bimbo Beve” campaign depicted a fetus within a goblet of a local alcoholic beverage known as “spritz.” The spritz is a popular alcoholic beverage in the Veneto Region’s northeastern region (Bazzo et al., 2012). It combines white wine, an aperitif, and carbonated water. The image was created to represent the harmful effects of alcohol consumption on the developing fetus during pregnancy, emphasizing the message that what the mother consumes, the baby drinks.
Advertisements used were posted in healthcare facilities such as hospitals, clinics, and physician’s offices (Bazzo et al., 2012). Street, bus, and rollup banners were displayed in public spaces to increase visibility (Bazzo et al., 2012). In addition, posters and leaflets were dispersed in public areas and medical facilities.
The study used a survey with a semi-structured self-reported questionnaire to evaluate the impact of the campaign. During 30 days in June 2011, nurses administered the questionnaire to parents or caregivers of children aged 0 to 2 years, approximately one year after the campaign’s launch (Bazzo et al., 2012). Participants were parents or caregivers who accompanied their children to vaccination clinics run by the Local Health Unit in Treviso, Italy. Nine clinics were chosen at random to guarantee the sample’s representativeness (Bazzo et al., 2012). The researchers used a random selection of clinics to reduce potential biases in the sample and increase the applicability of their findings to the entire population. Eliminating the prospect of biased selection or participant self-selection, random selection ensures that each clinic has an equal chance of being included in the study.
For the survey’s validity and dependability to be ensured, describing how the questions were formulated is essential. It enables readers and participants to comprehend the formulation process and ensures that the inquiries measure what they’re intended to measure. According to the research article, four questionnaires were excluded from the analysis because they were incomplete (Bazzo et al., 2012). These questionnaires likely contained absent or incomplete responses, which could have compromised the data’s accuracy and dependability. The study reported that 59% of respondents remembered the image from the campaign (Bazzo et al., 2012). The most common place where the image was seen was in vaccination clinics, followed by healthcare facilities.
The research article identified some study limitations that may have affected the results. The study relied on self-reported data, which may be susceptible to recall biases or inaccuracies (Bazzo et al., 2012). In addition, the study evaluated the campaign’s impact only one year after its introduction, which may have underrepresented its long-term effects. The sample was limited to parents or caregivers who attended immunization clinics, which may not represent the target population entirely.
The study’s findings suggested that the “Mamma Beve Bimbo Beve” campaign had some of the desired effects. With 59% of respondents able to recall the image, it’s safe to say that the ad raised awareness about the dangers of drinking during pregnancy (Bazzo et al., 2012). Although controversial, the use of fear appeal was successful in conveying the message that alcohol can be harmful to a developing fetus. However, the campaign’s long-term effects and the audience’s potential for behavioral change require additional study.
Conclusion
In conclusion, Fetal Alcohol Spectrum Disorders (FASD) and Fetal Alcohol Syndrome (FAS) are devastating disorders caused by prenatal alcohol exposure in mothers. The Italian Local Health Authority of Treviso launched a campaign called “Mamma Beve Bimbo Beve” to warn pregnant women and their unborn children about the dangers of drinking alcohol. The campaign’s effectiveness was measured using a survey during vaccination clinics and delivered utilizing the fear appeal strategy.
References
Bazzo, S., Battistella, G., Riscica, P., Moino, G., Marini, F., Geromel, M., & Czerwinsky, L. (2012). Evaluation of the impact of the image used in a communication campaign to raise awareness about the effects of alcohol use during pregnancy. Alcohol and Alcoholism, 47(6), 657-662. Web.
Popova, S., Charness, M. E., Burd, L., Crawford, A., Hoyme, H. E., Mukherjee, R. A., & Elliott, E. J. (2023). Fetal alcohol spectrum disorders. Nature Reviews Disease Primers, 9(1), 11. Web.