September marks Foetal Alcohol Spectrum Disorder (FASD) Awareness Month, and South Africa faces a significant challenge with the condition, one that is 100% preventable yet alarmingly prevalent in this country.
Research estimates that South Africa has a national prevalence rate of 11% of FASD, with rates as high as 31% reported in certain localities, the highest recorded rate globally.
It is a serious disorder resulting from prenatal alcohol exposure and impacts thousands of individuals across the country. This highlights an urgent need for increased education, intervention and community support.
“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,” said Mokebe Thulo, CEO of AWARE.org. “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.”
As part of our efforts to raise awareness AWARE.org and FARR are launching a unique campaign titled “Reveal the Truth”.
With gender reveal parties becoming a popular and emotional way for expecting parents to share their excitement our campaign leverages this trend to highlight the importance of a healthy, alcohol-free pregnancy.
Hand-baked gender reveal cakes when cut, show not only the traditional baby blue or baby pink. Unexpectedly they also contain a mustard-coloured layer to convey the key message, that currently 11% of South African births involve FASD.
Thulo explained the initiative hopes to provide expecting parents with an opportunity to reflect on their choices with regard to alcohol as well as their own 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 foetus and the growing baby.”
By transforming this joyous tradition into a platform for FASD awareness, “Reveal the Truth” aims to engage the public, particularly parents, in meaningful conversations about the dangers of alcohol consumption during pregnancy. The campaign’s tagline, “Reveal the Truth,” underscores the vital need to inform and educate about the realities of FASD.
In addition to the “Reveal the Truth” campaign, AWARE.org, in partnership with FARR, run four comprehensive community programmes in the Western, Eastern Cape and Free State Provinces. These initiatives provide targeted support to pregnant women, raise awareness of the risks of alcohol use during pregnancy, and offer essential resources to help women make informed decisions.
Dr Leana Olivier, CEO of FARR, comments: “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 be sharing educational content, real-life stories and expert insights to help South Africans better understand FASD and its impact. Everyone can be involved by sharing information, engaging in community discussions, and advocating for alcohol-free pregnancies.
“By coming together, we can create a safer and healthier future for our children,” Thulo adds. “Let’s use this FASD Awareness Month to catalyse change. Let us all get involved by sharing information, participating in community discussions, and advocating for alcohol-free pregnancies. Every small step we take today contributes to a healthier, brighter future for generations to come.”
Additionally, the project has involved Laura Gelant, a local baker who runs her Sweet Lion Heart baking enterprise. She engages daily with her community and has contributed to bringing this campaign to life, providing a unique perspective on the initiative’s impact on the ground.
The stakes are high, but the solution is clear: a collective commitment to raising awareness and ensuring that every pregnancy is alcohol-free. Through collaborative campaigns and expanded outreach efforts AWARE.org and FARR aim to drive a significant reduction in FASD prevalence and support a healthier future for all.
