Promoting Abstinence From Alcohol During Pregnancy: Implications From Formative Research

Promoting Abstinence From Alcohol During Pregnancy: Implications From Formative Research

This research developed messages to promote abstinence from alcohol during pregnancy and identified elements that enhance message persuasiveness. An exploratory phase was conducted in 2009 that comprised four focus groups with 23 women in Western Australia and elicited beliefs and attitudes on alcoh...

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Bibliographic Details
Main Authors: France, K., Donovan, Robert, Henley, N., Bower, C., Elliott, E., Payne, J., D'Antoine, Heather, Bartu, Anne
Format: Journal Article
Published: Informa Healthcare 2013
Subjects:
FASD
alcohol
pregnancy
prevention
campaign
messages
formative
Online Access:http://hdl.handle.net/20.500.11937/31365
Description
Summary:This research developed messages to promote abstinence from alcohol during pregnancy and identified elements that enhance message persuasiveness. An exploratory phase was conducted in 2009 that comprised four focus groups with 23 women in Western Australia and elicited beliefs and attitudes on alcohol use during pregnancy and motivations for behavior change. Four television concepts were subsequently developed and appraised in five focus groups with 31 participants using standard advertising pretesting questions. The implications for campaigns addressing prenatal alcohol exposure and further research are noted and limitations discussed. Funding was received from Healthway and the National Health and Medical Research Council.

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