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).
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.
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.
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.
Originally published on Adweek by David Griner
April 26, 2019
While every reasonable person knows heavy drinking during pregnancy is dangerous, one advocacy group believes that our culture is becoming too comfortable with the idea of moderate drinking by expectant moms.
Proof Alliance, a Minnesota-based group dedicated to preventing fetal alcohol spectrum disorders, has released a potent new campaign from agencies Colle McVoy, 10 Thousand Design and Exponent PR. Video ads in the campaign feature children and teens who had their developmental health affected by alcohol use during pregnancy.
In each spot, the children read from an article, blog post or Twitter conversation that supports the idea of moderate drinking while pregnant:
“The problem with drinking alcohol during your pregnancy is that there is no amount that has been proven to be safe,” says Dr. Jacques Moritz on the DrinkingWhilePregnant.org site launched by Proof Alliance.
To help drive home this point, the organization created a quiz site called the Pregnancy Alcohol Calculator that supposedly helps you figure out how much alcohol is safe to drink during pregnancy—though you can probably guess the answer.
Proof Alliance was previously known as the Minnesota Organization on Fetal Alcohol Syndrome but recently rebranded itself to better convey its national focus on fetal alcohol spectrum disorders.
The campaign also includes outdoor ads, designed with a pointillist style, that bluntly warn against drinking wine, beer or any other alcohol during pregnancy:
Client – Proof Alliance
Agencies – Colle McVoy, 10 Thousand Design, Exponent PR
Director – Angie Bird of Chelsea Pictures
Music – Marmoset
Production Company – Chelsea Pictures
Executive Producer – Patrick McGoldrick
Line Producer – Shanah Blevins