“Sober pregnancy means happy motherhood.” The FASOFF campaign returns

The “Dom w Łodzi” Foundation is launching another edition of the FASOFF campaign, supported by Kompania Piwowarska. Timed to coincide with World FAS Day on September 9, this year’s slogan – “Sober pregnancy means happy motherhood” – highlights the importance of complete alcohol abstinence during pregnancy and draws attention to the impact alcohol can have on a developing child. The campaign aims not only to educate, but also to reinforce a clear social message: there is no place for alcohol during pregnancy.

FAS (Foetal Alcohol Syndrome) is caused by alcohol exposure to the developing foetus. It can lead to irreversible damage to the nervous system and internal organs, resulting in lifelong consequences for the child. Yet FAS is entirely preventable – the only effective protection is total abstinence during pregnancy.

The need for consistent public education in this area remains critical. According to research by the Institute of Mother and Child published in the journal “European Addiction Research,” 50.3% of surveyed women consumed alcohol during pregnancy, with 10% showing signs of excessive consumption. The study was conducted through the analysis of an alcohol biomarker in hair samples.

In our Home, we care for children affected by Foetal Alcohol Syndrome. We support them, provide therapy, manage their medical treatment, and accompany them in their daily challenges. Unfortunately, despite our intensive efforts, we are often powerless against the damage caused by alcohol exposure in the womb. This is why the FASOFF campaign and its message – don’t drink during pregnancy – are so important to us. We must spare children from the tragedy of FAS – says Jolanta Bobińska, President of the “Dom w Łodzi” Foundation and founder of the Children’s Home for Sick Children.

“Sober pregnancy means happy motherhood”

This year’s edition of FASOFF centres around the slogan “Sober pregnancy means happy motherhood”. The campaign uses a range of communication formats to remind people that even a small amount of alcohol during pregnancy may pose a risk to a developing child, which is why complete abstinence is the only responsible choice.

One of this year’s campaign highlights is a new video spot continuing the story from last year’s edition. The campaign ambassadors return – this time as mothers, accompanied by their children and partners. Their stories demonstrate that choosing complete abstinence during pregnancy is an expression of deep responsibility for a child’s health, carrying an impact that lasts far beyond the nine months of waiting for their birth. This year’s release reinforces the campaign’s core message: a sober pregnancy is a conscious choice that protects a child from the irreversible consequences of FAS.

Eight years of joining forces

Kompania Piwowarska has supported FASOFF since its very first edition. This year marks the eighth year of collaboration between the “Dom w Łodzi” Foundation and the company to raise public awareness of FAS and champion a clear, zero-tolerance message on alcohol during pregnancy.

Since the very beginning of our involvement in this campaign, we have been driven by a single goal: delivering a simple, crystal-clear message that alcohol should not be consumed during pregnancy. This is an essential element of our broader strategy to promote responsible drinking. As a beer producer, we feel a special responsibility to consistently educate people both about moderation and about situations in which alcohol should not be consumed at all. Our long-standing partnership with the “Dom w Łodzi” Foundation allows us to reach broader audiences year after year, making a tangible contribution to raising public awareness – says Małgorzata Walędzińska-Półtorak, Sustainable Development Program Manager at Kompania Piwowarska.

FASOFF is one of many projects within Kompania Piwowarska’s long-term strategy to foster responsible behaviours and attitudes toward alcohol. The company initiates and supports educational programs focusing on moderate consumption, responsible choices, and situations requiring total abstinence. Through projects like FASOFF, the commitment to responsibility moves beyond words into impactful actions that raise social awareness and build a culture of responsible drinking.

The campaign concept, creative development and execution were handled by MOSQI.TO. More information: fasoff.pl