The Western Australian Government has launched a new public education initiative called the ‘Amazing’ campaign, which aims to raise awareness about the risks of drinking alcohol during pregnancy. The campaign delivers a clear message: there is no safe amount or time to drink alcohol when pregnant or planning a pregnancy. It seeks to challenge outdated beliefs that small amounts of alcohol are harmless by emphasizing the biological reality that any alcohol consumed passes directly to the unborn baby and can interrupt their development.

The campaign is grounded in the latest evidence and aligns with the revised Australian Guidelines to Reduce Health Risks from Drinking Alcohol, issued by the National Health and Medical Research Council (NHMRC). It aims to reduce the number of people who believe that low levels of alcohol use during pregnancy are acceptable and to increase the intention and confidence of women—and those around them—to abstain from alcohol throughout pregnancy and when planning a pregnancy. The campaign also highlights the severe consequences alcohol can have on fetal development, including Fetal Alcohol Spectrum Disorders (FASD), which is the leading non-genetic developmental disability in Australia.

The development of the ‘Amazing’ campaign was informed by a comprehensive research process, including a literature review and exploratory research into how women make decisions around alcohol use when pregnant, planning pregnancy, or breastfeeding. Two rounds of concept testing helped shape the final message, and an Expert Reference Group guided the process. This group included specialists from several respected health organizations, such as the Cancer Council WA, WA Department of Health, and No FASD Australia.

Launched on 30 March 2025, the campaign targets women of childbearing age in Western Australia, as well as their partners, families, and health professionals. Through straightforward and evidence-based messaging, the campaign reminds the community that alcohol is a teratogen, capable of causing miscarriage, stillbirth, or lifelong physical and cognitive disabilities in children. By equipping both the public and professionals with accurate information, the campaign hopes to build a culture where abstaining from alcohol during pregnancy is fully supported and understood as essential for protecting the health of future generations.

Find more from Alcohol. Think Again (Australia, April 2025)