Colle McVoy creates sobering campaign for Proof Alliance

Beer, wine, liquor – what is safest to drink during pregnancy?

The answer: None of the above.

But don’t take it from the experts. Take it from the REAL experts, or in this case the victims – kids affected by Fetal Alcohol Spectrum Disorder.

Minneapolis-based Colle McVoy has teamed with client FASD to demonstrate how the world has wildly different opinions on the amount or what kind of alcohol is “safe” to consume during pregnancy.

And information found on social media, blogs and other online sources is even more contradictory and damaging. Yet, the fact remains that 1 in 20 children in the US has fetal alcohol spectrum disorders (FASD).

Directed by Chelsea Pictures’ Angie Bird, the agency has created three compelling and emotive narratives that begin with kids lightheartedly sharing common misconceptions about drinking during pregnancy.

The playful tone swerves drastically to reveal the hard-hitting truth about FASD. Each child has been diagnosed with an FASD, and hearing them talk about the developmental delays, cognitive disabilities and physical manifestations that some of them experience is profound. Watch the videos below:

ALSO READ: TracyLocke names new Chief of Strategy Officer



The agency working in tandem with digital design shop, 10 Thousand Design, also created three microsites to answer popular internet searches about drinking during pregnancy. Visitors are provided with blunt facts and statistics about FASD, tabling misinformation floating around.



Powerful, thought-provoking outdoor was also created for the campaign.



Colle McVoy also helped what was formerly the Minnesota Organization on Fetal Alcohol Syndrome, rebrand Proof Alliance to better clarify what the not-for-profit stands for and share its message with a broader audience.

Client: Proof Alliance

Agencies – Colle McVoy, 10 Thousand Design, Exponent PR

Production Company – Chelsea Pictures
   Executive Producer: Patrick McGoldrick
   Director: Angie Bird
   Line Producer: Shanah Blevins