Every Moment Matters in pregnancy

Risky alcohol use and associated harm affect thousands of Australians every year. Data from the National Drug Strategy Household survey (2022-2023) shows 28% of Australians aged 14-49 consumed alcohol while they were pregnant, well above the National Preventive Health Strategy target of “less than 10% of pregnant women aged 14-49 years consuming alcohol whilst pregnant by 2030.”

Preventive Health SA is working to reduce the impact of alcohol and other drugs and create healthy and safe environments for all South Australians. In partnership with the Foundation for Alcohol Research and Education (FARE), the national Every Moment Matters campaign will be extended in South Australia from 1 May to 31 July 2025 appearing across television, radio, digital and social media.

The Every Moment Matters campaign seeks to educate South Australians of the Australian Alcohol Guidelines that advise that women who are pregnant, planning a pregnancy, or breastfeeding should not drink alcohol.

Alcohol consumed at any stage of pregnancy passes directly to the baby and can damage a developing baby’s brain, body, and organs and may lead to a preventable disability known as Alcohol Spectrum Disorder (FASD). Alcohol consumption also increases the risks of miscarriage, stillbirth, babies being small for gestational age, having low birth weight and being born prematurely.

The moment you start trying is the moment to stop drinking alcohol.

Every Moment Matters is a project developed by FARE, endorsed, and funded by the Australian Government, and Preventive Health SA.

To learn more about the campaign visit the website.