Alcohol, gender and reproduction: An analysis of Swedish public health campaigns against drinking during pregnancy

Drinking during pregnancy is currently defined as a serious public health problem in all Western countries. In the paper we analyze recent Swedish public health campaigns against drinking during pregnancy. Our data consist of campaign material produced by Swedish National Institute of Public Health and Swedish National Food Administration. The research question is tripartite. First, we analyze how drinking during pregnancy is defined in the public health campaigns as a health risk by using specific kind of scientific knowledge. Secondly, we ask what kinds of techniques the health campaigns recommend for women to restrain from drinking during pregnancy. Thirdly, we study how the health campaign messages address women. Do they address women as rational decision-makers by neutral risk information or as irrational and emotional actors by sentimental, exaggerated and fear raising risk images? The study will increase the understanding of how scientific research is used in the public health campaigns. It will also be informative in specifying how women can be addressed in the public health interventions as rational decision-makers or emotional actors or in both ways. This kind of information is much needed when developing rational and egalitarian alcohol policies, health campaigns and prevention projects.