The LiveLighter healthy weight and lifestyle mass media campaign was first launched in Western Australia (WA) in 2012 and is unique in that it uses graphic imagery to illustrate the health consequences of overweight and obesity. In 2014, the campaign was also launched in Victoria. LiveLighter aims to increase awareness and understanding of the health consequences of being overweight or obese and to encourage the adoption of simple changes towards leading a healthier lifestyle.
The main LiveLighter advertisement graphically depicts the large amount of visceral fat around the organs of an overweight person and describes the link between this visceral fat and chronic disease, as a way of communicating increased urgency to start pursuing a healthier lifestyle. Supporting ads remind viewers of this visceral imagery and demonstrate small, achievable behavioural changes that people can make to increase their physical activity and reduce their kilojoule intake. The television advertising is complemented by cinema, radio, print, outdoor and online advertising. The campaign is also supported by a website (www.livelighter.com.au) and social media engagement. The Centre for Behavioural Research in Cancer is undertaking the evaluation of the LiveLighter campaign in WA and Victoria.
2012 - present
Belinda Morley, Helen Dixon, Melanie Wakefield, Maree Scully, Philippa Niven, Jane Martin
Victorian Department of Health; Heart Foundation Western Australia