The LiveLighter® mass media campaign is targeted toward adults aged 25 to 64. It aims to increase awareness and understanding of the health consequences of overweight and to encourage the adoption of simple changes towards leading a healthier lifestyle. The campaign was developed by the Department of Health, Western Australia (WA) where it has been broadcast since 2012. The LiveLighter® campaign is currently conducted by Cancer Council WA under contract by the Department of Health WA. Between 2012-2018 the campaign was conducted by the Heart Foundation (Western Australia) in partnership with Cancer Council WA.
The first campaign graphically depicts visceral fat of an overweight individual, while supporting advertising demonstrates simple changes to increase physical activity and eat healthier. The second campaign reminds people of this visceral imagery and focusses on the contribution of sugar-sweetened beverages to its development and ultimately disease. The third campaign also features this visceral imagery and focusses on the contribution of excessive consumption of junk food (fast food, sweet food, and salty snacks) to the development of ‘toxic fat’ and ultimately disease, with a new message about the link between overweight and fatty liver disease. The television-led campaign is complemented by cinema, radio, print, outdoor and online advertising as well as a website (www.livelighter.com.au).
The evaluation aims primarily to measure proximal outcomes of campaign recall and perceived effectiveness, and secondarily to evaluate any impacts on awareness and attitudes related to diet and physical activity and more distal outcomes of change in intentions and behaviour. Some campaign elements have also been broadcast and evaluated in Victoria and the Australian Capital Territory (ACT). Evaluation of the campaign in the different jurisdictions entails a mix of cross-sectional surveys and cohort studies, as well as some specific studies of population sub-groups. Most output is in the form of reports for programs, with major evaluation studies of note published as peer-reviewed journal articles.
Dr Belinda Morley, Dr Helen Dixon, Prof Melanie Wakefield AO, Tegan Nuss
Kelly Kennington, James Stevens-Cutler and Ellen Hart (Cancer Council Western Australia), Alison McAleese (Prevention Division, Cancer Council Victoria)
Department of Health WA, Victorian Department of Health and Human Services, ACT Department of Health
2012 - present