FAS Aware is a charity that aims to raise awareness of foetal alcohol syndrome, and the dangers of drinking alcohol during pregnancy.

Our challenge was to try and get this message across to young women, but in a way that wasn’t preachy, sensationalist or patronizing. Instead, we wanted to present the message in a way that made people think, and let them make up their own minds.

So using some clever homespun technology, we combined the communication needs of FAS Aware with the exploding world of Twitter.

The idea pulls in authentic, contrasting tweets on both alcohol and pregnancy. Then in an MPU we then juxtapose the two, in real time. The ad constantly updates itself every hour with new tweets.

Using Twitter-esque language, the user is given the choice to interact and ‘block alcohol’, thereby removing the risk of foetal alcohol syndrome.