Talking about alcohol and pregnancy can be difficult. People often have differing views, incomplete information or assumptions shaped by past advice. At the same time, awareness of Foetal Alcohol Spectrum Disorder (FASD) remains lower than many other public health issues despite its potential lifelong impact. We recognised that simply sharing statistics wasn’t enough. 

The challenge was to: 

• Raise awareness without creating fear or blame. 

• Encourage conversations rather than lectures. 

• Help communities become part of the message. 

• Reach people beyond traditional health settings. 

• Make it easy for people to contribute in a meaningful way.  

We needed an approach that invited curiosity rather than resistance. 

Together with partners, we designed a community-led craftivism campaign called Bonnet Toppers at Christmas.  

Craftivism combines crafting and activism, using creativity to spark reflection and conversation through gentle acts rather than loud messages. We created a community pack that enabled anyone to get involved. 

People were invited to: 

• Make simple woollen bonnet toppers using everyday materials. 

• Add supportive campaign messages. 

• Share their creations with friends, neighbours and communities. 

• Display them in meaningful public places. 

• Host their own making gatherings. 

• Use social media to spread awareness and stories.  

The campaign wasn’t about producing professional crafts. It was about creating moments of reflection and conversation. Each bonnet topper became a small invitation for someone to stop, notice, become curious and learn something new.  

Through community resources, social media, maker gatherings and local activity, people became active contributors to the campaign rather than passive recipients of a message.  

The campaign transformed awareness raising into a community act of care. 

Instead of a traditional public health campaign speaking to communities, people were supported to spread the message with their communities.  

Bonnet toppers appeared in homes, community spaces, workplaces, shops, cafes and local venues, creating opportunities for conversations that may never otherwise have happened.  

The campaign also demonstrated that: 

• Creativity can make difficult topics easier to discuss. 

• Small actions can create meaningful community impact. 

• People are often willing to contribute when participation feels accessible and enjoyable. 

• Public health messages can be shared in ways that feel compassionate rather than instructional.  

Most importantly, communities became the messengers. The campaign succeeded not because of the bonnet toppers themselves, but because of the conversations, curiosity and connections they created.  

Not every movement starts with a meeting. Sometimes it starts with a ball of wool, a cup of tea and a conversation. 

This project reminded us that people engage differently with difficult issues when they’re given time, space and a creative way in. Making something with your hands slows things down. It creates opportunities to think, reflect and talk about topics that might otherwise feel uncomfortable.  

We also learned that communities don’t always need bigger campaigns. Often they need simple ways to participate. 

A bonnet topper is small. On its own it may seem insignificant. But hundreds of small acts of curiosity, kindness and conversation can create something much bigger than any poster or leaflet ever could.  

At Collaborate Out Loud, we believe change happens when people feel they have a role to play. Bonnet Toppers at Christmas showed that when communities are invited to create, share and act together, even a complex public health message can become something personal, meaningful and memorable.