South Africa faces a stark reality – fetal alcohol spectrum disorders (FASD) cast a long shadow over countless lives. This entirely preventable condition is alarmingly prevalent, with national estimates suggesting an 11% rate, and pockets reaching a staggering 31%, the highest recorded globally.
FASD is a serious consequence of prenatal alcohol exposure, impacting thousands of individuals across the country. This calls for immediate action in the form of increased education, intervention, and community support.
Mokebe Thulo, CEO of AWARE.org, emphasises the urgency: “This year, we are calling on all South Africans to join us in our efforts to prevent FASD by taking a minute to learn what FASD is, sharing this vital information with your peers and community, supporting affected communities, and advocating for responsible behaviour.
“FASD is 100% preventable, yet it continues to affect thousands every year. Through this campaign, we aim to encourage meaningful conversations and actions that will reduce the prevalence of this condition and support healthier pregnancies.”
Mokebe Thulo
A unique campaign: Revealing the truth
AWARE.org and FARR are launching a unique campaign titled “Reveal the Truth”.
Capitalising on the popularity of gender reveal parties, this initiative flips the script. Traditionally, these celebrations announce the baby’s sex with blue or pink hues. Here, the cake incorporates an unexpected mustard-coloured layer, symbolising the sobering reality – 11% of South African births may be affected by FASD.
Thulo explains that the initiative hopes to provide expecting parents with an opportunity to reflect on their choices regarding alcohol, as well as their and the baby’s holistic well-being. “While it is never too late to make better decisions, it is crucial to absorb the truth that any exposure to alcohol during pregnancy can have irreversible effects on the fetus and the growing baby.”
Beyond the creative campaign, AWARE.org and FARR have established community programmes in some of the most affected regions, including the Western Cape, Eastern Cape, and Free State. These comprehensive initiatives focus on educating pregnant women about the dangers of alcohol use during pregnancy and providing resources to support healthier choices.
Fighting the battle together
Dr Leana Olivier, CEO of FARR, says, “FASD is not only a medical issue; it is a community-wide concern that requires a collaborative approach. By working together with AWARE.org and partners, we are able to enhance our support for at-risk communities and promote healthier lifestyles. This FASD Awareness Month, we urge everyone to spread the word about the dangers of alcohol use during pregnancy and to support efforts to eliminate FASD.”
Throughout September, AWARE.org and FARR will share educational resources, real-life stories, and expert insights to equip South Africans with knowledge about FASD and its impact. The public can actively participate by sharing information, engaging in community discussions, and advocating for alcohol-free pregnancies.
The battle against FASD requires a collective effort. In addition to the partnership between AWARE.org and FARR, local businesses like Sweet Lion Heart, a bakery owned by Laura Gelant, are contributing to the cause. Gelant’s participation in the campaign has brought a unique, community-based perspective to the initiative, making the message more relatable and engaging at the grassroots level.
“By working together, we can create a safer and healthier future for our children,” concludes Thulo. “Let’s use this FASD Awareness Month as a catalyst for change. Every small step we take today contributes to a healthier future for generations to come.”
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