Formerly known as MOFAS: Minnesota Organization on Fetal Alcohol Syndrome

Exciting News
from MOFAS

If you're looking for the Minnesota Organization on Fetal Alcohol Syndrome (MOFAS) you have come to the right place. We have some exciting news about our organization. We have a new name! MOFAS has officially been renamed Proof Alliance. Our mission remains the same: to prevent prenatal alcohol exposure and to improve the quality of life for people living with fetal alcohol spectrum disorders (FASD).

Why PR%F

We now have the proof that prenatal alcohol exposure is a leading cause of brain injury in children. We have the proof that FASD is 100% preventable and people living with an FASD can reach 100% of their potential.

Why Alliance?

We seek to build powerful alliances with people with an FASD, their families, legislators, experts in the field, new partners, and community members to bring awareness, research, and services to this field.

What's Next?

Proof Alliance is rebranding, expanding, and we're moving! We have a new logo, website, and prevention campaign to help change the norms around drinking during pregnancy. And in May 2019 we will be moving to a stand-alone building. Proof Alliance commits to the people of Minnesota and we will continue to develop transformative programs to help Minnesotans impacted by FASD.

Press Release – Love Hope Joy Ad Campaign Aims to Educate and Prevent Prenatal Alcohol Exposure in Minnesota

2/28/14 – FOR IMMEDIATE RELEASE

LOVE HOPE JOY AD CAMPAIGN AIMS TO EDUCATE AND PREVENT PRENATAL ALCOHOL EXPOSURE IN MINNESOTA

St. Paul, MN – The Minnesota Organization on Fetal Alcohol Syndrome (MOFAS) is spreading love, hope and joy to moms everywhere in Minnesota by using these three positive, uplifting and empowering words in a new advertising campaign to talk about the serious issue of Fetal Alcohol Spectrum Disorders (FASD).

“The goal of the campaign is to educate and create awareness with young women and their extended families, about the danger of drinking alcohol while pregnant,” says MOFAS Executive Director, Sara Messelt. “Ultimately, the goal is to prevent prenatal alcohol exposure which is common, costly, and 100% preventable.”

Each year in Minnesota, an estimate 8,500 babies are born with prenatal alcohol exposure. Damage caused by prenatal exposure to alcohol is permanent and impacts the individual’s ability to function in home, school, work and community. Nationally, FASD affects 1 out every 100 lives births and is about as common as Autism.

Many women are confused as to whether any amount of alcohol is safe during pregnancy. Recent, wellpublicized studies from international researchers, and even author/economist Emily Oster, downplay the risks of consuming alcohol.

“The popular media frequently draws invalid conclusions from research, and presents distorted messages,” says Dr. Jeff Wozniak, Ph.D., co-director of the FASD Center at the University of Minnesota. “But there is 40 years of solid research that maybe doesn’t get as much media attention, but that definitely shows that prenatal alcohol exposure causes brain abnormalities.”

There are no contradictions among medical associations including the U.S. Surgeon General, Center for Disease Control, American Academy of Pediatrics or American College of Obstetricians and Gynecologists. They all agree there is no known safe amount of alcohol to drink while pregnant. Period.

The Love Hope Joy campaign was originally created in 2013 by Creative Director, Boris Matas and Tony Miller, Executive Creative Director at Global US and Steven Morgan of Mr. G Advertising, for their client, FASWorld in Toronto, Canada. It features pictures of real women, all ages, sizes and cultures, with pregnant bellies protruding through the “Os” in Love, Hope and Joy.

The ads hope to remove the stigma around alcohol and drinking during pregnancy by not showing the traditional pregnancy picture with an “X” over the belly which tends to shame and blame women. Matas and his team specifically created the pro-bono campaign with the hopes that the campaign, with its universal message that all moms want a healthy baby, would be used by other organizations, in other communities, around the world.

MOFAS has customized the campaign for Minnesota which will begin appearing March 3, 2014 on outdoor billboards, mall kiosks, bus shelters, cable TV, People Magazine, several websites and social media statewide. Ads will also be targeting health care providers and professionals who treat and care for women during their pregnancy.

Since 1998, the Minnesota Organization on Fetal Alcohol Syndrome has been the hub of hope for families affected by Fetal Alcohol Spectrum Disorders (FASD), guiding and supporting families through the FASD journey. MOFAS is the leading voice and resource on FASD statewide, standing up for the rights of the FASD community, providing education and training so FASD is better understood and working to ensure that all women know that there is no safe level of alcohol during pregnancy. For more information go to www.proofalliance.org.

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