Health officials in Treviso [ Veneto] have launched a shock poster campaign featuring an image of a foetus in a cocktail glass in an attempt to discourage pregnant women from drinking alcohol. The image, showing the foetus curled up in a glass of campari spritz, carries the slogan, “Mamma beve, bimbo beve” [“If the mother drinks, the baby drinks”] and was the inspiration of the Fabrica advertising agency, which numbers Benetton among its clients.
It is estimated that 60% of pregnant Italian women continue to consume alcohol and the Veneto has the second highest level of alcohol consumption in Italy. No Italian health authority has recommended “safe” levels of alcohol consumption during pregnancy, so pregnant women in Italy are advised to abstain from drinking alcohol completely.
Some women have already protested that the campaign is upsetting and Cristina Greggio, Regional Commissioner for Equal Opportunities, has said that vulnerable women would benefit from more support during pregnancy rather than an advertising campaign designed to shock and frighten them. Regional Councillor Diego Bottacin has defended the campaign, saying that any campaign which raises awareness about the dangers of alcohol abuse is welcome. Regional President Luca Zaia has recently been the target of much criticism for saying that drinking lightly and intelligently is not harmful but he did not mention alcohol consumption during pregnancy.
