title: Promoting alcohol abstinence among pregnant women: potential social change strategies.
abstract: 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 drinking-during- pregnancy campaigns are suggested, and possible contributions to the overall effort are explained.
authors.affiliation: Faculty of Management, University of Lethbridge, 4401 University Drive, Lethbridge, Canada. sameer.deshpande@uleth.ca
authors.forename: Sameer
authors.initials: S
authors.lastname: Deshpande
authors.forename: Michael
authors.initials: M
authors.lastname: Basil
authors.forename: Lynn
authors.initials: L
authors.lastname: Basford
authors.forename: Karran
authors.initials: K
authors.lastname: Thorpe
authors.forename: Noella
authors.initials: N
authors.lastname: Piquette-Tomei
authors.forename: Judith
authors.initials: J
authors.lastname: Droessler
authors.forename: Kelly
authors.initials: K
authors.lastname: Cardwell
authors.forename: Robert J
authors.initials: RJ
authors.lastname: Williams
authors.forename: Alexandre
authors.initials: A
authors.lastname: Bureau
mesh_terms: D000328:Adult; D000428:Alcohol Drinking / Q000517:prevention & control* / Q000523:psychology; D005260:Female; D063647:Fetal Alcohol Spectrum Disorders / Q000517:prevention & control*; D006801:Humans; D011247:Pregnancy; D037841:Pregnant People / Q000523:psychology*; D012922:Social Change; D040241:Social Marketing