Evaluation of the “Zero Alcohol During Pregnancy” Communication Campaign 2018: Results of the Post-Test Conducted in Metropolitan France and the Overseas Departments and Regions

In September 2018, a national public awareness campaign targeting the general public and healthcare professionals, promoting the precautionary message "No alcohol during pregnancy," was launched in mainland France and the overseas departments and regions (DROM). To evaluate the communication campaign, a post-test was conducted. The results of the post-test show that the campaign’s visibility varied significantly by region, with about one-third of the population in mainland France reporting that they recognized at least one element of the campaign, compared to more than three-quarters of the population in the overseas departments and regions (DROM). The most recognized media were print ads in mainland France (24%) and outdoor posters in the DROM (60%). Educational videos shown in healthcare facilities also received high recognition scores. Significant differences among the DROMs were observed depending on the medium. Regarding perceptions of the campaign, 88% of residents in mainland France (+12 percentage points compared to the 2017 campaign) and 75% of residents in the DROMs exposed to the campaign agreed that it was persuasive in encouraging them to stop drinking alcohol during pregnancy. The campaign was deemed particularly motivating by the target audience, as in mainland France, 94% of women of childbearing age who had seen the campaign said they were motivated by it to avoid drinking alcohol if they became pregnant, and 92% to consider the risks associated with alcohol consumption during pregnancy (vs. 85% of those who had not seen the campaign). Nearly nine in ten people in mainland France (87%) and in the overseas departments and regions (89%) reported being encouraged by the campaign to advise pregnant women in their social circles not to drink alcohol.

Author(s): Le Borgès Estelle, Quatremère Guillemette, Andler Raphaël, Guignard Romain, Van Eeckhout Mathilde, Marcel-Orzechowski Caroline, Nguyen Thanh Viêt

Publishing year: 2019

Pages: 10 p.

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