A pregnant beer bottle with the words Dry 9 on it

Alberta Gaming Liquor and Cannabis

Doing a Dry9

Giving mothers-to-be the confidence to go dry during pregnancy.

Two pregnant women on a poster that says no amount of alcohol is proven safe while pregnant

The background

it’s all a myth

Mothers-to-be hear it all when it comes to alcohol and pregnancy. The truth is, no amount of alcohol is proven safe while pregnant. Yet, nearly half of all post-secondary educated females believe it’s okay to have a drink or two while pregnant.

The challenge

to empower mothers-to-be with the confidence to go dry during pregnancy.

The solution

create a movement

We created a movement and called it Dry9. We encouraged expectant mothers to sign up for a Dry9 and armed them with tools, information, and motivation to go dry during their pregnancy.

The work

Dry9 was promoted through social media and online advertising, but mostly through participant advocacy.

We designed a simple website that drives visitors straight to sign up.

Individuals could also download a Facebook profile image filter to show their dedication and support for Dry9.

Participants would receive emails about everything from mocktail recipes to month–by-month info about which parts of their baby’s development could have been most affected by alcohol.

We also created videos that participants could share with those who might be pestering them about drinking.

And we also threw in a free t-shirt that these expectant mothers could wear with pride!