The LiveLighter public
education campaign aims to provide new insights into the health consequences of unhealthy weight. The campaign provides encouragement and support to change eating patterns, food choices and increase levels of physical activity.
The advertising messages do not focus on body shape. Instead, the advertisements draw attention to, and provide understandable explanations about, central adiposity (internal fat deposits). These deposits (which can coat the heart, kidneys, liver and pancreas) increase the risk of chronic diseases such as type 2 diabetes, heart disease and stroke, and some cancers.
The LiveLighter campaign is being comprehensively assessed by Australia's leading experts in the evaluation of public education campaigns. The advertising messages have been thoroughly tested to ensure they are effective and unlikely to generate unintended consequences.
In developing the campaign, we met with senior researchers and clinicians in the eating disorders field, including with the Eating Disorders Program at Princess Margaret Hospital and members of the National Eating Disorder Collaboration - not for approval or endorsement, but to seek their advice on identifying and mitigating risks of unintended consequences.
Obesity is a major public health problem and the leading cause of burden disease in Western Australia. LiveLighter has been developed to address this important public health challenge.
If you're concerned about a loved one, or for more information about eating disorders and where to seek help, please visit www.nedc.com.au