Nigeria leading brewing company, Nigerian Breweries Plc, has recently embarked on a bold initiative called ‘Mission Nine Zero’. This campaign, spearheaded by two of their esteemed brands – Maltina and Amstel Malta, aims to raise awareness and discourage the consumption of alcohol among expectant mothers. The Managing Director of Nigerian Breweries Plc, Hans Essaadi, revealed during the commencement of the campaign that the introduction of the initiative was aligned with Heineken’s vision. The need for the campaign, according to Essaadi, arises from the importance of educating expectant mothers about the detrimental effects of alcohol consumption on the health of their unborn infants.
The main objective of the ‘Mission Nine Zero’ initiative is to address the issue of alcohol misuse among pregnant women by uniting individuals in a collective effort. Alongside their ongoing projects under the Brew a Better World (BaBW) umbrella, they are launching Mission Nine-Zero to further combat the negative consequences associated with this problem. The well-being of future generations relies on their responsibility to ensure the birth of healthy infants while preserving the health of their mothers.
Some pregnant women still drink alcohol despite clear health concerns.
It is widely acknowledged that consuming alcohol during pregnancy profoundly impacts children’s health, potentially compromising the life they will lead. As children embody the future workforce and society, it is imperative that they take action to shield this future by prioritizing the well-being of both mothers and babies. Sade Morgan, the Corporate Affairs Director at Nigerian Breweries Plc, highlighted in her statement that research has revealed a significant occurrence of alcohol misuse among pregnant women.
Specifically, the South-West region records a rate of 12.7%, whereas a staggering 59% of expectant mothers in the South-South region consume alcohol. To address this concern, Morgan outlined the campaign’s extensive efforts, involving 500 dedicated advocates and reaching out to 50,000 pregnant women through the promotion of Amstel and Maltina products. Some pregnant women still drink alcohol despite clear health concerns like low birth weight, preterm birth, and Fetal Alcohol Spectrum Disorder (FASD), as they cling to traditional customs and cultural attitudes, as she mentioned.
Consuming alcohol while pregnant can lead to adverse outcomes.
Lola James, CEO of TL James Impact Consulting, emphasized the critical importance of Mission-Nine Zero in informing expecting mothers about the severe consequences of drinking alcohol throughout their pregnancy. She mentioned that the initiative goes beyond its main objective of empowering pregnant women, health workers, and traditional birth attendants. The campaign aims to educate them about the detrimental consequences of consuming alcohol during pregnancy. By transforming them into ambassadors, they will be able to share this crucial message with expectant women in various states across the federation.
Dr. Aderonke Alabi, the Health Stream Medi-care representative, also shared that their program has successfully educated more than 300 health workers and 300 expectant mothers who frequented various primary health centres about the risks of consuming alcohol while pregnant. This initiative, as stated by Alabi, follows a training-of-trainer approach, ensuring effective dissemination of knowledge. According to Alabi’s findings, consuming alcohol while pregnant can lead to adverse outcomes such as pregnancy loss, premature birth, stillbirth, and sudden infant mortality.
Maltina and Amstel are considered the top options for expectant mothers.
Additionally, Elhor Olumide-Awe, the portfolio manager of Non-Alcoholic Drinks at Nigerian Breweries Plc, emphasized the partnership between the campaign and the brands Maltina and Amstel. These two brands are considered the top options for expectant mothers as they offer essential nutrients that contribute to the development of both the mother’s and baby’s health. Olumide-Awe highlighted that Maltina and Amstel Malta contain calcium, magnesium, and zinc, which play a crucial role in promoting strong bones and optimal nerve functions.
Related Link
The Heineken Company: Website
