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By: Sarah Rogers, NunatsiaqOnline, 24 September 2014

Accessed on: 1 October 2014

Commentry by: Robyn Morin

On September 9, 2014 the Government of Nunavut released a new ad campaign in recognition of International FASD Awareness Day (Fetal Alcohol Spectrum Disorder). The ad was created to bring awareness to the direct impact of alcohol consumption on an unborn fetus. The image on the poster is a silhouette of a pregnant woman and the unborn fetus. The woman is holding a bottle to her mouth and yellow liquid is pouring through her body directly to the fetus.

The ad is said to be targeting younger pregnant women as there is a high population of young females in Nunavut. The ad is in English and Inukitut.

Since its release, the ad is eliciting mixed reactions due to the visual image on the poster. Many people, from various professional backgrounds, have commented on how the image does not provide information on support services to pregnant woman especially youth that are pregnant. Instead, critics argue, the ad places blame on women without considering other factors that contribute to maternal drinking. Proponents argue the importance of the images as they bring awareness about the impact of alcohol consumption.

The goal of the Government of Nunavut was to bring awareness to the direct effect of alcohol consumption while pregnant. The ad has proven to be effective as conversations have occurred—whether in support or against the campaign, people are talking about FASD.

What are your thoughts? Does this ad campaign bring awareness to the direct effects of alcohol consumption or does the ad place blame solely on the women who is pregnant?