Proof Alliance: Proof by Colle+McVoy

The world has wildly different opinions on the amount or what kind of alcohol is “safe” to consume during pregnancy. And information found on social media, blogs and other online sources is even more contradictory and damaging. Yet, the fact remains that 1 in 20 children in the US has fetal alcohol spectrum disorders (FASD).

Using truth on drinking during pregnancy in compelling ways to overcome generations of misinformation, bias and untruths, the campaign for the Proof Alliance includes:

Three compelling and emotive videos, which were shortened for broadcast, begin with kids lightheartedly sharing common misconceptions about drinking during pregnancy, only to change drastically in tone to reveal the hard-hitting truth about FASD. Each child has been diagnosed with an FASD, and hearing them talk about the developmental delays, cognitive disabilities and physical manifestations that some of them experience is profound.

Websites: Three microsites were designed to answer popular internet searches about drinking during pregnancy. They provide visitors with the facts and statistics about FASD and put an end to misinformation.

DrinkingWhilePregnant.org; PregnancyAlcoholCalculator.org; FASDProof.org.

There will also be OOH elements.

Colle McVoy also helped what was formerly the Minnesota Organization on Fetal Alcohol Syndrome, rebrand Proof Alliance to better clarify what it stands for and share its message with a broader audience.