HTW unveils foetal alcohol syndrome work

Harrison Troughton Wunderman will warn women about the dangers of drinking during pregnancy with a hard-hitting press campaign for the charity Foetal Alcohol Syndrome Aware UK.

The three executions aim to raise awareness of foetal alcohol syndrome, which affects more babies in the UK each year than Down's Syndrome, and can result in anything from brain damage to facial disfigurements.

The first execution, which shows a gin bottle with a baby's teat on the end, features the endline: "If you drink then so does your baby."

The second features six shot glasses arranged in a circle, so as to resemble the cylinder of a gun, and asks: "How many shots does it take to kill an unborn baby?"

The final execution shows a metal corkscrew, with the line: "It damages thousands of unborn babies every year."

The founder of FAS Aware UK, Gloria Armistead, said: "The timing of this campaign ties in perfectly with everything that's in the media about binge drinking among young women.

"We want women to know if they drink while pregnant it's not just themselves they're harming. We're hoping these ads dramatically reduce the number of babies that suffer."

The ads will break in September and will appear in Pregnancy & Birth, Prima Baby and Pregnancy magazine. They will then roll out in the national press.

The campaign was written and art directed by Diccon Driver and Alan Wilson. Photography was by Graham Tooby.

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