Evaluation of the impact of the image used in a communication campaign to raise awareness about the effects of alcohol use during pregnancy (2012)

Aims: To assess the impact of the advertising image used in the health communication campaign 'Mummy Drinks Baby Drinks', aimed to raise awareness about the effects of drinking alcohol during pregnancy in the childbearing-aged population of the Local Health Authority of Treviso (Italy). The image depicted a foetus inside a glass of a local alcoholic drink.
Methods: A survey using a semi-structured self-reported questionnaire was carried out. The questionnaire was administered to a consecutive series of 690 parents or caregivers who accompanied children aged 0-2 years in the vaccination clinics of the Local Health Unit, during a 30-day period 1 year after the start of the campaign. The questionnaire measured the level of exposure to the image, emotional reactions and awareness of the health messages conveyed by the image.
Results: Overall, 84% of the respondents said that they remembered the image. Almost all (93%) recalled the warning message and 53% recalled the health behaviours suggested by the campaign. The image generally seemed to arouse a high emotive impact: 38% indicated distress and 40% liking as a general opinion, while approximately 50% expressed distress emotions and 13% were pleasantly affected when reflecting on the feelings evoked. We did not find unequivocal relationships between the level and kind of emotional reactions and the recalling of the health behaviours.
Conclusion: The image obtained a high level of visibility. It was effective in spreading the health message conveyed by the campaign, regardless of the level and kind of emotive impact evoked.