Australia’s national Every Moment Matters campaign has entered a new phase, shifting some of the focus from pregnant women themselves to the people around them. Under the message “We all have a part to play”, the campaign encourages partners, family members, friends and wider communities to help create environments that make alcohol-free pregnancies easier. The new campaign phase is being rolled out nationally across television and BVOD, radio and online audio, digital advertising, outdoor advertising, social media and stakeholder channels.

Every Moment Matters was launched nationally in 2021 by the Foundation for Alcohol Research and Education (FARE), with funding from the Australian Government. It provides evidence-based information about alcohol during pregnancy and breastfeeding and about Fetal Alcohol Spectrum Disorder (FASD). The new approach recognises that decisions about alcohol do not happen in isolation. The campaign encourages practical forms of support, such as going alcohol-free alongside someone who is pregnant, avoiding alcohol when spending time together, organising social activities that do not revolve around drinking, providing alcohol-free alternatives and supporting someone who is being pressured to drink.

The campaign builds on several years of evaluated work. FARE reports that Every Moment Matters has increased awareness and influenced intentions and behaviour since its November 2021 launch. A 2025 social return on investment analysis estimated that every $1 invested in the campaign generated $9 in social value and reduced alcohol-related costs in Australia by $236 million. The analysis estimated that 16,554 fewer women consumed alcohol while pregnant in 2023 because of the campaign, contributing to fewer cases of FASD and other adverse pregnancy outcomes.

The new phase reinforces the campaign’s core health message that alcohol can affect a developing baby throughout pregnancy, while adding a broader social perspective: supporting an alcohol-free pregnancy is not solely the responsibility of the person who is pregnant. Every Moment Matters provides resources for the public and health professionals, including information specifically for partners, families and friends on how they can support someone to remain alcohol-free during pregnancy.

Find more from Every Moment Matters (Australia, August 2026)