An Aboriginal health service in Western Australia is using red shoes, family gatherings and everyday conversations to raise awareness about fetal alcohol spectrum disorder (FASD). To mark FASD Awareness Day, Ord Valley Aboriginal Health Service (OVAHS) encouraged people to wear red sneakers, boots or socks and use questions about the footwear as an opportunity to talk about FASD and alcohol-free pregnancy. The activity was highlighted by Australia’s National Aboriginal Community Controlled Health Organisation (NACCHO) on 10 September.

The campaign uses the message “NoGrogFor9months”, linking 9 September with the nine months of pregnancy. OVAHS stresses that there is no known safe amount or safe time to drink alcohol during pregnancy, and that choosing no alcohol is the safest option. Rather than presenting the issue only as a warning about risk, the campaign tries to make conversations about alcohol and pregnancy easier, more supportive and less associated with shame.

A particularly important part of the approach is that responsibility is not placed solely on pregnant women. OVAHS describes healthy pregnancies as something supported by the whole community, including partners, relatives and friends. Practical support can be as simple as joining someone in not drinking, providing appealing alcohol-free alternatives at family gatherings, or creating an environment where questions about pregnancy and alcohol can be discussed openly. This community-centred approach is also consistent with NACCHO’s broader Strong Born campaign, which was developed with Aboriginal health organisations and FASD experts to provide culturally appropriate information and support.

The red-shoes idea also shows how a difficult public health issue can be communicated without relying on fear or stigma. A visible symbol gives people a natural reason to start a conversation, while the underlying message remains clear: alcohol-free pregnancies protect the developing child, and families and communities can help make that choice easier. OVAHS also encourages anyone who is pregnant or planning a pregnancy to speak confidentially with a midwife or other health professional if they have questions or need support.

Find more from Ord Valley Aboriginal Health Service (Australia, September 2026)