“…By profiling the context of the behaviour, and the knowledge, attitudes, beliefs, expectancies, and motivations of the target audience in terms of theoretical constructs, the effectiveness of message strategies can be strengthened. Although a number of qualitative and quantitative studies have provided insights into women's knowledge, beliefs, and attitudes with regards to alcohol use during pregnancy (Balachova, Bonner, Isurina, & Tsvetkova, 2007;Baxter, Hirokawa, Lowe, Nathan, & Pearce, 2004;Kesmodel & Kesmodel, 2002;Raymond, Beer, Glazebrook, & Sayal, 2009;Toutain, 2010), few describe formative research with the target audience that was used to develop message strategies aimed at preventing prenatal alcohol exposure (Branco & Kaskutas, 2001;Glik, Prelip, Myerson, & Eilers, 2008;Mengel, Ulione, Wedding, Jones, & Shurn, 2005).…”