Why do we use confronting images?
LiveLighter ads can be seen as graphic and confronting. Evidence suggests that this is one of the most effective ways to deliver public education campaigns.
There is evidence that says showing people the harms to their health associated with carrying excess weight, being inactive and not eating well, will get the greatest response. This means greater potential for more people to see their health as important enough to make positive and sustainable lifestyle choices. Occasionally concerns are raised regarding the graphic nature of LiveLighter advertisements. The images are designed to be emotive and grab attention.
Are the images harmful?
LiveLighter is committed to regularly reviewing and assessing scientific evidence to ensure its materials are evidence-based. This gives the best chance at letting people know about the health consequences of carrying excess weight, being inactive, and not eating well.
LiveLighter conducts surveys measuring the effect of the campaign on a regular basis. Between 2012 and 2016 over 7,000 people have participated. These surveys have not found any increase in negative stereotypes held about people carrying excess weight. The results from the first round of interviews can be found here.
The LiveLighter ads have also been tested for effectiveness against other ads addressing obesity and have rated strongly against those other materials. This study can be found here.