Program background

The Heart Foundation WA in partnership with the Cancer Council of WA,was contracted in 2011 by the WA Department of Health to conduct a new public health education program in WA to encourage people to eat well, be physically active and maintain a healthy weight.

In June 2012, LiveLighter was born. Launching with mass media advertising, the program engages with the community through social media, online and printed resources, advocacy and retailers. The campaign extended to Victoria in August 2014.

The ads may seem graphic and confronting, but we needed adults to realise that achieving and maintaining a healthy weight should be a priority right now and not something to be put off until tomorrow.

LiveLighter is targeted at Australian adults and aims to:

  • Increase awareness of the link between being overweight and chronic disease, while promoting healthy eating and regular physical activity.
  • Increase understanding of the risks associated with poor lifestyle choices.
  • Support the trial, adoption and maintenance of healthy eating, physical activity and healthy weight.
  • Encourage public debate about obesity and the need for changes in the community to support healthy eating and physical activity. We need to make sure the healthy choice is also the easy choice.