Preventing Alcohol Use During Pregnancy: An International Students’ Collaboration

Abstract Purpose In the United States, 13.5% of pregnant adults reported drinking alcohol, and 5.2% reported binge drinking between 2018 and 2020. Even moderate alcohol consumption during pregnancy can lead to adverse outcomes, such as low birth weight, premature birth, and intrauterine growth restriction. Around 119,000 children are born with fetal alcohol syndrome (FAS) each year. The purpose of this collaborative project was to create a social media deliverable to decrease alcohol consumption in pregnant parents in Georgia, USA. Methods Using the SM 10-step model, Master of Public Health Students from Georgia Southern University (GSU), Georgia in collaboration with Creative Business students from Breda University of Applied Science (BUas), the Netherlands, designed an evidence-based SM product. They were mentored by public health and media faculty from both institutions. Roles and responsibilities according to the skill sets were divided, but briefly: students 1) identified a target audience; 2) conducted tertiary data collection; 3) set goals and objectives; 4) developed 4 P's (product, price, place, and promotion) 5) developed marketing strategies.; 6) and used the strategy to create a specific social media deliverable. Results Utilizing the 10-step model social marketing strategy, state-of-the-art marketing and digital media techniques, and evidence-based strategies to build a WEBSITE that focuses on increasing knowledge, changing beliefs, and changing behavior to reduce alcohol consumption during pregnancy. Conclusions This collaborative project demonstrates effective collaboration between disciplines from different world regions utilizing strengths from both teams: public health and digital media skills to create an SM product that will be used to prevent alcohol consumption during pregnancy Key messages • Current project utilized the 10-step Social Marketing model and state-of-the-art media techniques to build a website to reduce alcohol consumption during pregnancy. • Effective collaboration between different discipline created a Social Media product that will be used to promote healthy behaviors during pregnancy.