By Zika Bobby
Maltina and Amstel Malta, two brands from the stables of Nigerian Breweries (NB) Plc. has launched an advocacy campaign to discourage alcohol consumption by pregnant women, tagged: ‘Mission Nine Zero.’
Speaking during the flag-off, Managing Director, NB Plc., Hans Essaadi, said the initiative was introduced in line with Heineken’s vision of addressing pressing social and environmental challenges through its Brew a Better World (BaBW) strategy.
Essaadi said the campaign has become necessary to raise awareness among pregnant women about the dangers of consuming alcohol that brings harm to unborn babies.
“This campaign is not only focused on pregnant women but also a call to collective action against this growing societal concern. This year, we continue to consolidate our existing BaBW initiatives by introducing Mission Nine Zero, which is aimed at curbing the detrimental effects of alcohol misuse, notably among pregnant women.
“Alcohol consumption during pregnancy has serious health effects on children, which could affect the quality of life they will live. As we all know, children are the future, and the onus is, therefore, upon us to protect that future by ensuring we deliver healthy babies while safeguarding the health of their mothers,” he said.
In her remarks, Corporate Affairs Director, NB Plc., Sade Morgan, said studies have shown there is a prevalent rate of alcohol abuse during pregnancy, with the South West region accounting for 12.7 percent while 59 percent of pregnant women from South South region consume alcohol, she explained the campaign engages 500 direct advocates and 50,000 pregnant women through its Amstel and Maltina brands.
She said despite obvious health issues such as low birth weight, preterm birth, and Fetal Alcohol Spectrum Disorder (FASD), some pregnant women consume alcohol due to traditional beliefs and cultural sentiments.
Chief Executive Officer, TL James Impact Consulting, Lola James, said the firm designed Mission Nine Zero to ensure pregnant women are increasingly aware of the grave implications of alcohol consumption during the period of pregnancy.
She said the campaign also empowers pregnant women, health workers and traditional birth attendants with the knowledge of the dangerous effects of alcohol consumption in pregnancy by making them ambassadors who will take the message to other pregnant women in different states of the federation.
Also, Representative of Health Stream Medi-care, Aderonke Alabi, disclosed the initiative, which is meant to adopt a training-of-trainer model, has trained over 300 health workers in primary health centres and 300 pregnant women that visited the different primary health centres on the dangers of alcohol during pregnancy.
Alabi revealed that alcohol use during pregnancy was capable of causing miscarriage, stillbirth, preterm birth, and sudden infant death syndrome.
Portfolio Manager, Non-Alcoholic Drinks, Nigerian Breweries Plc., Elohor Olumide-Awe, said both Maltina and Amstel have chosen to identify with the campaign as they remain brands of choice that can add valued nutrients to both pregnant mothers and their unborn babies.