Tauranga women Cathryn Earwaker (left) and Janet Peters have teamed up to create a hard-hitting television ad about women drinking while pregnant which will debut on air tonight. Photo / George Novak
Tauranga women Cathryn Earwaker (left) and Janet Peters have teamed up to create a hard-hitting television ad about women drinking while pregnant which will debut on air tonight. Photo / George Novak
Two Tauranga women have teamed up to self-fund and produce a hard-hitting TV commercial aimed at highlighting the harmful effects of drinking while pregnant.
The 30-second commercial, filmed in Mount Maunganui and starring local people, will screen regionally on TV One during prime-time shows from tonight, to coincide with International Foetal Alcohol Syndrome Disorder Awareness Day today.
It's estimated that the disorder affects about 3000 babies born in New Zealand each year.
Registered psychologist Janet Peters and Tauranga-based film and corporate video producer Cathryn Earwaker donated their time, energy and resources to produce the commercial which they hope will eventually screen nationally and draw even more attention to the disorder and how it can be prevented.
Ms Peters, who has worked with All Black legend John Kirwan on the National Depression Initiative's mental health campaign, said Foetal Alcohol Syndrome Disorder (FASD) was a serious health issue that affected a child for their entire life.
Research shows that babies born with the disorder don't outgrow the health problems.
"Research shows that babies born with the disorder don't outgrow the health problems. In fact, their difficulties grow with them, affecting their mental health and education.
"This has flow-on effects for society, impacting on police and the courts through crime. Everyone is touched by this disorder and the sad thing is, it's entirely preventable."
The TV advert comes just days after findings from a Growing Up in New Zealand survey revealing almost a third of New Zealand women continue to drink even after they've found out they're pregnant.
About 11 per cent of the 6800 expectant mothers surveyed said they continued to drink until their child was born.
The idea to make a TV commercial came from Ms Earwaker, who discovered how widespread the problem was in New Zealand through a conversation she had with her cousin, University of Auckland clinical psychologist Dr Ian Lambie.
"He was telling me how harmful the disorder is and how he wished there was a greater focus on its prevention," Ms Earwaker said.
"There is no safe drinking when you're pregnant but sadly, not enough women know this."
Dr Lambie introduced Ms Earwaker to Ms Peters and the pair quickly recruited a team, including Tauranga people Aubrey Quinn and Larissa Allen, to star as parents in the commercial. A chance encounter at Nourish cafe also led to them finding a suitable baby.
"I just happened to see this gorgeous baby leaving with her mother and I ran outside to explain we wanted to make this TV ad," Ms Peters said.
"The mum works in education and feels a connection with the issue because the disorder affects children and their ability to learn.
"We're so grateful to her for letting us film her baby for the day. She's the star."
The pair sought funding to pay for television advertising, securing $10,000 from donors David and Angela Paykel. This will pay for eleven 30-second prime-time slots on TV One's regional network, including screenings during One News, The Island with Bear Grylls and Coronation Street.
The women hope more donors will come forward to pay for national TV advertising so their message can reach a bigger audience.
Foetal Alcohol Syndrome Disorder
Foetal Alcohol Syndrome Disorder (FASD) causes changes to occur in the underlying cell structures of the organs that affect an individual's ability to function normally. While some physical birth defects can be repaired, FASD is a lifelong brain-based disability.
