Italy launches foetus in cocktail glass poster to stop women drinking

Italy has resorted to shock tactics to warn women of the dangers of drinking while pregnant, launching a campaign based on the image of a foetus inside a cocktail glass. The new campaign shows the foetus in a curled up position in the bottom of the glass, beneath ice cubes and a slice of orange.

The advertising campaign carries a simple message – "When Mum drinks, baby drinks too" ("Mama beve, bimbo beve" in Italian). The health warning has been launched in the north-east Veneto region and features a drink unique to the area – the "spritz", a mixture of white wine, Campari and a shot of sparkling water.



The adverts will appear on buses, on bill boards and in the women's lavatories of bars, restaurants and nightclubs. "Having a baby is one of the most important stages in life and it is fundamental for prospective mothers and their families to know how to avoid risks that can compromise the health of the unborn child," said Claudio Dario, the director general of the local health authority.

The advert is in response to findings by the Italian Institute of Health that 65 per cent of women in Italy consume alcohol during their pregnancy. The Veneto, which includes Venice, has Italy's second highest rate of alcohol consumption, with around 67 per cent of women saying they drink regularly.