In the last issue of IMPACT we highlighted how alcohol warning labels and signs can be one way to create awareness of the risks of alcohol. In this issue we promised to highlight more active FAS/FAE prevention efforts that support the impact of the warning label.

The Minnesota Department of Health (MDH) has continued concern about this issue and has ongoing programs to improve birth outcomes. One of their most recent joint efforts included The Minnesota Broadcasters Association, Chemical Abuse and Violence Prevention Council, Department of Public Safety, Minnesota Healthy Roots Coalition, and the March of Dimes. This group planned, implemented and evaluated a statewide broadcast media campaign of TV and three radio commercials which were broadcast for a total of 63 weeks throughout 1994-1995. The message during this campaign was, "Don't drink alcohol during pregnancy. It's your safest choice." An evaluation was conducted to determine the believability and likeability of the commercials. The results indicate that women (in the target age group) found the commercials believable because "real" women of different ages and races were featured in the commercials talking and holding their children. Women consistently found the commercials to be positive, sincere and straightforward.

While many organizations are working toward reducing the number of babies born with FAS or FAE, it is clear that intensive efforts are needed to reach women who drink heavily. Prevention is everything when it comes to reducing the number of babies exposed to alcohol.