Mission Nine Zero': Nigerian Breweries Plc's Advocacy Campaign Against Alcohol Consumption in Pregnancy

​By Gloria Ogbonna

Nigerian Breweries Plc has initiated a crucial advocacy campaign named 'Mission Nine Zero' through its flagship brands, Maltina and Amstel Malta, aiming to dissuade pregnant women from consuming alcohol throughout their nine-month pregnancy period.

The Managing Director of Nigerian Breweries Plc, Hans Essaadi, unveiled the campaign during its launch. He highlighted that 'Mission Nine Zero' aligns with Heineken's vision, embedded within the Brew a Better World (BaBW) strategy, to address societal and environmental challenges.

Essaadi emphasized the necessity of raising awareness among expectant mothers regarding the harmful effects of alcohol on unborn babies, calling for collective action against this growing concern.

Sade Morgan, Corporate Affairs Director at Nigerian Breweries Plc, underscored alarming statistics revealing high rates of alcohol misuse among pregnant women in various regions. She detailed the campaign's reach, engaging 500 direct advocates and impacting 50,000 expectant mothers through the Amstel and Maltina brands. 

Despite prevalent traditional beliefs and cultural norms, Morgan highlighted the campaign's goal to mitigate health risks like low birth weight, preterm birth, and Fetal Alcohol Spectrum Disorder (FASD).

Lola James, CEO of TL James Impact Consulting, emphasized 'Mission Nine Zero's' aim to educate pregnant women about the severe consequences of alcohol consumption during pregnancy. 

The campaign intends to empower and inform not only pregnant women but also healthcare providers and traditional birth attendants, turning them into ambassadors to disseminate crucial information across various states.

Dr. Aderonke Alabi from Health Stream Medi-care highlighted the initiative's training model, involving over 300 health workers and 300 expectant mothers across primary health centers. Alabi stressed the grave risks associated with alcohol use during pregnancy, including miscarriage, stillbirth, preterm birth, and sudden infant death syndrome.

Elohor Olumide-Awe, Portfolio Manager of Non-Alcoholic Drinks at Nigerian Breweries Plc, emphasized Maltina and Amstel Malta's contributions to the campaign. 

She highlighted the nutritional value of these brands, enriched with calcium, magnesium, and zinc, vital for healthy bone development and proper nerve function in both expecting mothers and their unborn children.

Vanguard