The Too Young To Drink campaign was launched last week on September 9, 2014 (International FASD Awareness Day).

The launch of the campaign involved individuals and organizations displaying a banner of the campaign in a busy area of their home towns at 9:09am on September 9, 2014. Groups all over the world took pictures and made videos of themselves with the banners and shared them via social media, including Facebook, Twitter, and Instagram.

global images

Campaign materials are available in English, French, Spanish, Russian, Portugeuse, Japanese, Italian, Slovenia, and Polish. All the images feature a fetus immersed in a bottle of alcohol, but the bottle reflects the traditional drinks of various countries and regions: brandy from the Balkans, the French champagne, Italian wine, the English and Irish whiskey, and vodka of Eastern Europe.

The campaign visuals were developed by Fabrica, the organization that developed the Italian “Mummy Drinks, Baby Drinks” campaign (which I’ve blogged about in the past here and here). Fabrica is a communications research centre financed by Benetton.

Creative Director Erik Ravelo talks about the campaign in this “behind the scenes” video.

Visit the campaign website here. If you are interested in learning more about or joining the network, visit the Network website here. Also, read more about the background to the campaign in an article published in the International Journal of Alcohol and Drug Research earlier this year (Open Access).