Prior to the public awareness campaign launch, all physicians in Manitoba were sent a brochure that contained current information on fetal alcohol syndrome and fetal alcohol effects. A 30-second television public service announcement with an unequivocal message on alcohol and pregnancy was produced in conjunction with a group of medical and lay consultants and a local television station. Throughout the video, a female voice highlights the potential dangers of drinking alcoholic beverages during pregnancy. Women of childbearing age attending physicians' offices, health clinics, and nursing stations in Manitoba were surveyed before and after the television public awareness campaign. A total of 3,000 women aged 15-45 were included in the study. The questionnaire consisted of five basic questions on the effects of alcohol during pregnancy and five questions about other health risks in pregnancy unrelated to alcohol. Findings show that more respondents after the campaign thought that alcohol consumption in pregnancy would put the baby at risk and attributed this information to television. There were no differences in the responses to the five health questions unrelated to alcohol. Thus, an increase in awareness of the risks of drinking alcohol during pregnancy was observed after a mass media campaign. 3 tables, 1 figure, and 24 references