Alcohol and pregnancy campaign benefit estimated at $236 million

A major campaign to highlight the risks of consuming alcohol while pregnant led to an estimated 2002 fewer cases of fetal alcohol spectrum disorder (FASD), a new report has found.
 
The analysis carried out by Impact Economics and Policy also reported that the ‘Every Moment Matters’ campaign run by the Foundation for Alcohol and Education (FARE) has saved more than a quarter of a billion dollars in healthcare costs.
 
The authors of the report, which was commissioned by FARE to assess the initiative’s social return on investment, calculated that 16,554 fewer women consumed alcohol while pregnant in 2023 as a result of the campaign.
 
It found that among pregnant women who had seen the campaign, there was a 14.2% increase in the number consuming no alcohol during their pregnancy.
 
This in turn led to an estimated 2002 fewer cases of FASD, 369 fewer low birth weight babies, as well as 958 fewer premature births and 414 fewer miscarriages, amounting to a total $236 million reduced lifetime economic costs, according to the research.
 
Chair of RACGP Specific Interests Addiction Medicine Dr Hester Wilson, who was involved in the campaign through supporting its plan to engage and train GPs, welcomed the findings.
 
‘It is wonderful to see the economic benefits from the FARE Every Moment Matters campaign,’ Dr Wilson told newsGP.
 
‘For us as GPs, the important outcome is the positive impact this makes on our patients with decreased (or no) alcohol harms in pregnancy and reduced FASD for the next generation.’
 
Previous research has indicated there is no safe level of alcohol consumption during pregnancy.
 
However, the Australian Institute of Health and Welfare (AIHW) estimates around 28% of women still consume alcohol while pregnant – although that percentage has decreased significantly over the past decade – it stood at 42% in 2013.
 
Dr Wilson says the task of raising awareness is ongoing.
 
‘We need to continue to have conversations with our patients about the risks of alcohol use and the importance of avoiding alcohol at any stage during pregnancy,’ she said.
 
‘Importantly, we need to assess our patients for alcohol dependence and understand that for this chronic relapsing medical condition, a high level of support is needed, which may include referral and an ongoing role for us assisting and maintaining change.’
 
According to the report, around 45.5% of Australians aged 18 and older recognised the National Campaign, which was launched in November 2021.
 
That figure rose to 65% among women trying to conceive.
 
The Federal Government has extended funding for the campaign, allowing it to run until 30 June 2026.
 
For more information on free, RACGP-accredited resources aimed at supporting patients who are pregnant or looking to conceive, see the Every Moment Matters website.
 
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FARE FASD Fetal Alcohol Spectrum Disorder Foundation for Alcohol Research and Education public health