First graphic obesity TV campaign launched in the ACT

19/10/2014

Canberrans will come face-to-face with the health impacts of ‘toxic fat’ as the ACT’s first ever, hard-hitting campaign about the risks of being overweight or obese is launched today.

Heart Foundation ACT, with funding from the ACT Government will be delivering the mass media LiveLighter campaign which first aired on TV across the ACT last night, Sunday 19 October 2014.

The public education campaign, announced today by Dr Chris Bourke MLA, graphically portrays the damage unhealthy weight, poor diet and physical inactivity can cause to internal organs.

The hard-hitting ‘toxic fat’ advert takes people inside their own bodies, showing the toxic build-up of visceral fat, which can dramatically increase the risk of developing serious health conditions.

The campaign has been designed to inform, encourage change and trigger fresh debate about obesity, chronic disease prevention and healthy lifestyle related issues. It is a critical element of the ACT Government’s Healthy Weight Initiative.

Heart Foundation ACT CEO, Tony Stubbs, acknowledged the campaign was confronting but said so was the fact that nearly two-thirds of adults in the ACT were overweight or obese.

“While talking about weight is confronting, we can’t ignore the health impacts – it’s time to take a direct approach and demonstrate the link between a grabbable gut and chronic disease. In the ACT 62% of adults are overweight or obese increasing their risk of heart disease, type 2 diabetes and cancer.”

This campaign aims to explain why fat around your waist and visceral fat around your internal organs is bad for your overall health, but it also provides plenty of practical tips, tools and resources that show how to maintain a healthy weight.

“The ACT government is already undertaking considerable work supporting our community through the Heathy Weight Initiative. This campaign will act as a powerful motivator, convincing Canberra’s adults to improve their health by eating better and being more active,” Mr Stubbs said.

LiveLighter was developed by the Department of Health in Western Australia (WA) in partnership with the Heart Foundation and the Cancer Council of WA and has been implemented in WA since 2012.

“Evidence indicates that LiveLighter works. Evaluation from the WA campaign shows that the campaign reached and resonated with those most at risk of weight-related chronic disease,” Mr Stubbs said.

Consultant Cardiologist at Canberra Hospital, Professor Walter Abhayaratna said helping Canberrans achieve and maintain a healthy weight needs to be a priority.

“Overweight and obesity is a significant public health challenge because it is one of the leading causes of preventable death and disease in our community. Carrying the extra kilos greatly increases your risk of chronic diseases,” Professor Abhayaratna said.

“People know it’s important to eat a balanced diet and be active, but many of us struggle to make healthy choices. The reality is that small, easy changes really do make a positive difference to your health,” Professor Abhayaratna said.

The LiveLighter campaign is supported by a comprehensive, easy-to-use website, providing a wealth of information, resources and tools including an online meal and activity planner featuring healthy recipes that are easy to make.

The ‘toxic fat’ advert will be combined with advertisements about how to make small lifestyle changes to start living lighter. The campaign will feature on commercial television, outdoor and online across Canberra. The Centre for Behavioural Research in Cancer, Cancer Council Victoria will evaluate the campaign. LiveLighter is funded until December 2016.

Media contacts:

For more information please contact Jennifer Ramsay, Heart Foundation ACT Campaign Manager – LiveLighter 02 6269 2651