Wave 2 of LiveLighter's Sugary Drinks Are Rotten For Teeth campaign will run from 8th November to 19th December 2021.

Rotten choice graphic

The campaign, which runs on outdoor and digital channels, is a collaboration between LiveLighter and the Australian Dental Association WA (ADAWA).

The aims of the campaign are to:

  • Expose the serious damage sugary drink consumption does to teeth
  • Discourage parents from purchasing sugary drinks
  • Reduce family and household consumption of sugary drinks

We encourage all stakeholders to support the campaign through their social media channels, following the Wave 2 launch on Monday 8th November 2021. When posting on social media, please tag LiveLighter with the relevant handles and share with the following hashtags: #LiveLighter #RottenForTeeth

Download the Rotten For Teeth Social Media Toolkit

Download the Rotten For Teeth Stakeholder Toolkit

Key messages of the campaign

  • Sugary drinks like cola are our teeth’s worst enemy. They provide a big dose of sugar which the bacteria in our mouths converts to acid. This acid attacks our teeth by dissolving the outer surface of tooth enamel.
  • Each acid attack brought on by sugary drinks lasts for around 20 minutes. Every time you take a sip of the drink, the acid damage cycle begins all over again.
  • Sugar-free and diet soft drinks also have high acid levels which can contribute to tooth erosion.
  • Sugary drinks can lead to unhealthy weight gain, which increases the risk of other serious chronic diseases such as cardiovascular disease, type 2 diabetes and 13 types of cancer.
  • Drink water instead. Tap water is the best option for teeth as it’s sugar-free and the fluoride has a protective effect. It also costs practically nothing.

Sugary drinks line-up

Wave 2 of LiveLighter's new campaign, Menu App, launched in Western Australia on Sunday 4th July 2021 and ran until Saturday 11th September 2021.

Menu app TV campaign

Campaign background

In 2019, Cancer Council WA commissioned research to inform the next phase of the LiveLighter campaign. The results of this research led to the development of four new creative concepts that aimed to raise awareness of the health risks associated with being above a healthy weight while also giving practical advice on how to eat well to reduce your risk.

Menu app phone

These creative concepts were tested in early 2020 with Western Australian adults. Online video focus groups were conducted with people from diverse backgrounds, ages, locations, and body weights.

Two of the creative concepts were found to resonate strongly with the target audience and one of these, Menu App, was chosen as the concept for the next wave of LiveLighter advertising.

Full-scale production of the TV ads and associated campaign materials commenced late in 2020. Three different TV executions of Menu App were developed, featuring different scenarios and people. This is LiveLighter’s first WA-made TV-led campaign since Junk Food in 2016.

Wave one of Menu App launched on Thursday 18 March 2021 and ran until Saturday 15 May using two creatives. Wave two includes a third creative which depicts an office environment at lunch time.

Campaign aims

  • Encourage and motivate people to reduce purchase and consumption of junk food.
  • Raise awareness of the link between being above a healthy weight and increased risk of cancer.
  • Raise awareness of the link between junk food consumption and weight gain.

Why are we targeting meal delivery services?

The proliferation of meal delivery apps has made unhealthy food and drinks more accessible than ever before. 

The proportion of West Australians using food delivery services has risen from 35% in the first quarter of 2019 to 43% in the first quarter of 2021 (Roy Morgan, 2021).

Menu App links the regular consumption of junk food, particularly fast food purchased via meal delivery apps, to the development of excess body fat, and highlights the increased risk of cancer associated with being above a healthy weight. 

Don’t treat junk food as everyday food is the campaign’s call to action.

Menu app facts

We are encouraging all stakeholders to support the campaign through their social media channels, following the Wave 2 launch on Sunday 4th July 2021. When posting on social media, please tag LiveLighter with the relevant handles and share with the following hashtags: #LiveLighter #MenuApp

Download the Menu App Social Media Toolkit

Download the Menu App Stakeholder Toolkit

Further information and resources

For health professionals

For clients