TY - JOUR
T1 - Promoting alcohol abstinence among pregnant women
T2 - Potential social change strategies
AU - Deshpande, Sameer
AU - Basil, Michael
AU - Basford, Lynn
AU - Thorpe, Karran
AU - Piquette-Tomei, Noella
AU - Droessler, Judith
AU - Cardwell, Kelly
AU - Williams, Robert J.
AU - Bureau, Alexandre
N1 - Funding Information:
The authors would like to thank the Alberta Centre for Children, Family and Community Research for their financial support to carry out the state of evidence review of FASD prevention.
PY - 2006/11/28
Y1 - 2006/11/28
N2 - Fetal Alcohol Syndrome Disorder (FASD) is one of the most preventable sources of developmental abnormalities, and has a singular cause-alcohol consumption during pregnancy. Estimates for the costs of treatment of a single case of FASD range often above one million dollars. The primary strategy for prevention currently centers on no alcohol consumption during pregnancy. However, a sizeable number of North American women currently drink during pregnancy. A literature review examined the behavior of maternal alcohol consumption in order to understand the rationale associated with drinking. Generally, it appears that pregnant women differ by their alcohol consumption habits and their reasons to drink. In an attempt to eliminate FASD, we review a number of educational, legal, and community-based programs that have been used to promote abstinence and examine where they have been successful. Unfortunately, social marketing strategies have received less attention. Several potential applications of social marketing directed to drinkingduring- pregnancy campaigns are suggested, and possible contributions to the overall effort are explained.
AB - Fetal Alcohol Syndrome Disorder (FASD) is one of the most preventable sources of developmental abnormalities, and has a singular cause-alcohol consumption during pregnancy. Estimates for the costs of treatment of a single case of FASD range often above one million dollars. The primary strategy for prevention currently centers on no alcohol consumption during pregnancy. However, a sizeable number of North American women currently drink during pregnancy. A literature review examined the behavior of maternal alcohol consumption in order to understand the rationale associated with drinking. Generally, it appears that pregnant women differ by their alcohol consumption habits and their reasons to drink. In an attempt to eliminate FASD, we review a number of educational, legal, and community-based programs that have been used to promote abstinence and examine where they have been successful. Unfortunately, social marketing strategies have received less attention. Several potential applications of social marketing directed to drinkingduring- pregnancy campaigns are suggested, and possible contributions to the overall effort are explained.
KW - Alcohol
KW - Alcohol abstinence
KW - Fetal Alcohol Syndrome Disorder prevention
KW - Pregnant women
KW - Social change strategies
KW - Social marketing
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UR - http://www.scopus.com/inward/citedby.url?scp=33845685981&partnerID=8YFLogxK
U2 - 10.1300/J026v23n02_04
DO - 10.1300/J026v23n02_04
M3 - Review article
C2 - 17182461
AN - SCOPUS:33845685981
SN - 0735-9683
VL - 23
SP - 45
EP - 67
JO - Health Marketing Quarterly
JF - Health Marketing Quarterly
IS - 2
ER -