Pregnancy health campaign receives funds from Diageo

Drinks company Diageo has given financial backing to a pregnancy health initiative.

The company will foot the bill for training for 10,000 midwives across England and Wales, which will allow them to advise pregnant women on the risks of consuming alcohol, BBC News reports.

It is hoped that more than one million expectant mothers will be helped by the initiative over a three-year period.

This scheme is just one part of the coalition's government's aim for the private sector to aid public health initiatives.

"Midwives are one of the most trusted sources of information and advice for pregnant women. This pledge is a great example of how business can work with NHS staff to provide women with valuable information," public health minister Anne Milton said.

The National Organisation for Foetal Alcohol Syndrome UK will run the training programme, which it believes will bring a large benefit.

Similarly, Rebecca Perry, a spokeswoman for Diageo, said the company was passionate about the scheme and felt that people need to know more about alcohol and pregnancy.