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Creative in association withLittle Black Book
Creative
Real Couples Front National Alcohol and Pregnancy Campaign From Perth Indie Berlin
16/08/2026
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16/08/2026
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Directed by Jhaz Bullen-Williams, the Australian Government work documents a real pregnancy week-by-week
The national campaign ‘Every Moment Matters’ is shifting its focus from pregnant women to the people around them, with a new phase, ‘We All Have a Part to Play’, celebrating the outsized impact of small acts of support
The Foundation of Alcohol Research and Education’s (FARE) national campaign on alcohol and pregnancy vie Perth indie Berlin launches nationally today
Where earlier work spoke to women who were pregnant or trying to conceive, this campaign turns to everyone else in the room. It puts partners, family and friends at the centre, and celebrates the outsized impact of small acts of support: providing alcohol-free options at social events, offering support rather than opinions, or simply going alcohol-free alongside your partner
Kate Kenyon, senior account director at Berlin, said, “So often, women carry the full weight of pregnancy decisions on their own
“It was a privilege to work with FARE on a campaign about shifting that, showing more Australians that the responsibility for an alcohol-free pregnancy shouldn’t sit with one person alone.”
Directed by Jhaz Bullen-Williams, ‘We All Have a Part to Play’ unfolds like a memory, opening on a black and white photographic archive documenting a real pregnancy week-by-week, before colour, sound and movement bring the moment to life
Cast with real couples, families and friends rather than actors and shot with room to improvise, the films capture unguarded moments of support
The work builds on nearly five years of evidence. Since launching in November 2021, ‘Every Moment Matters’ has been independently evaluated by the South Australian Health and Medical Research Institute/National Centre for Education and Training on Addiction
The research found the proportion of current/recently pregnant women who abstained from alcohol following confirmation of their pregnancy rose from 66% in October 2021 to 80.2 % in October 2023. A 2024 Social Return on Investment report found every $1 invested in the program generated $9 in social return
Ayla Chorley, CEO of FARE, said, “The success of ‘Every Moment Matters’ over the past five years is a testament to what can be achieved through collaboration and a shared commitment to improving outcomes for families
“We thank Berlin as creative partners, along with lived experience advocates, health professionals, community representatives, and stakeholders whose expertise, experience and dedication have helped bring this campaign to life
“As we enter this next phase, we’re building on that momentum and reinforcing the role that partners, families, friends and health professionals can play in supporting alcohol-free pregnancies. Every pregnancy matters. Every conversation matters. And every moment matters.”
The campaign runs across out-of-home, online video, social, radio and digital
‘Every Moment Matters’ is endorsed and funded by the Australian Government. It forms part of a broader program of information and training, re Australia and NACCHO.
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Creative in association withLittle Black Book
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