Developing an Alcohol Education Leaflet for Pregnant Women Using Qualitative and Quantitative Data

OBJECTIVE: This article summarizes the process of developing and evaluating a series of alcohol educational leaflets with pregnant women. METHODS: Four group interviews were conducted with a total of 33 pregnant women. RESULTS: The copy, font, and color should be tailored to pregnant women. Scientifically compelling information was preferred; the use of too many colors and objects was considered distracting and reducing the seriousness of the information. The facts presented through a patient’s photo of fetal alcohol syndrome and a graph impressed the participants, since they were tired of the illustrations found in many other materials. Pregnant women who are interested and motivated to learn about alcohol consumption valued the quality of the information, rather than visual appeal. CONCLUSIONS: Testing a draft leaflet with the target population before final development and dissemination is a critical component of an educational outreach effort. Incorporating feedback can help enhance the quality of the end product.