What is it?
An interactive advert that uses Twitter content to alert pregnant women to the risk of damaging their unborn babies by drinking alcohol.
How does it work?
The advert is powered by a web tool that searches for tweets that include the phrases “I need alcohol” or “I am pregnant”. It then displays one of each of those tweets, so the phrases appear together. The advert then updates with new tweets every hour.
Viewers can click on text reading ‘Block alcohol’; if they do so, a message appears explaining how cutting out alcohol reduces the risk of Foetal Alcohol Syndrome.
The advert deliberately uses “Twitterish language”, and encourages viewers to interact with it, according to Jeremy Garner of Weapon7, the agency that created the ad.
How much did it cost the charity?
“We don’t have any money,” says Gloria Armistead, founder of FASAware UK, so the charity relied entirely on pro bono help from Weapon7.
Armistead says the aim is to take the charity’s message to a vulnerable younger generation. “Young people think they’re invincible” she says. “What we need to say is: ‘If you’re pregnant, don’t drink.'”
Garner says the advert uses “relevant content to talk about relevant issues”.
How is it being promoted?
The advert appears on the charity’s website, and the charity hopes it will promote itself. Garner offers the example of Bannerblog, a popular Australian blog that recently commented on the advert.
Third Sector’s verdict
A brave and creative attempt to harness the power of Twitter.
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