Diageo funds Government pregnancy awareness drive

Guinness and Smirnoff owner Diageo is to fund an initiative to alert mums-to-be about the dangers of drinking alcohol during pregnancy.

Pregnant Alcohol

The drinks maker has pledged a “six figure” sum to fund training for 10,000 midwives, who will educate pregnant women about safe alcohol consumption.

It is hoped that more than 1 million women will receive training over three years.

The Department of Health-backed scheme will be run by the National Organisation for Foetal Alcohol Syndrome (NOFAS). In a statement on its website, NOFAS says the initiative aims to provide “useful positive health information about the consumption of alcohol in pregnancy to midwives…”.

Diageo’s involvement is part of the DoH’s “responsibility deal” with the alcohol industry. The Government wants the private sector to help pay for public information campaigns in exchange for no new regulation.

The company’s funding of the initiative has attracted criticism from health bodies.

Professor Ian Gilmore, chairman of Alcohol Alliance UK, says: “To really make a difference, education and information must be backed-up by tougher action on the price, availability and marketing of alcohol.”

Latest from Marketing Week

Influencers, consultancies and the recruitment crisis: The key topics of conversation at Cannes Lions

cannes lions

Cannes Lions 2018: Marketers turned out in force to advertising’s biggest annual event. But away from the usual talk of purpose and creativity, some big issues such as the recruitment crisis, how advertising responds to the #MeToo movement and cleaning up the influencer marketing space were discussed.

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email customerservices@marketingweek.com

If you are looking for our Jobs site, please click here