AS LONG AS
IT'S SICK

2024

  • PROBLEM

    Expectant parents and those around them often say “As long as it’s healthy.” Unfortunately, in reality, many mothers behave quite the opposite. Every year, around 9000 children in Poland are born with Fetal Alcohol Spectrum Disorders (FASD).

  • ROZWIĄZANIE

    We presented, in an unsettling and thought-provoking way, what a mother is truly wishing for her child when she drinks alcohol during pregnancy.

SICK
TOASTS

Imagine a toast where someone wishes a child poor eyesight, developmental issues, or damaged internal organs. Absurd, right?

And yet, by drinking alcohol during pregnancy, a mother symbolically raises such a toast. That’s exactly what FAS is — Fetal Alcohol Syndrome.

Łukasz Kinowski
SENIOR COPYWRITER

CREATIVE

How do you communicate a serious issue so people finally understand? You have to be sharp and direct! Drinking during pregnancy? Your child will be sick. You’re wishing it to be sick.

Łukasz Kinowski
SENIOR COPYWRITER