Wave 2 of LiveLighter's new campaign, Menu App, launches in Western Australia on Sunday 4th July 2021 and runs until Saturday 11th September 2021.
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.
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.
- 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.
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
Further information and resources
For health professionals
The Healthier Holidays campaign is designed to:
- Encourage and motivate people to eat and cook healthy foods and drinks during the holiday season; and
- Raise awareness of the LiveLighter website and its suite of healthy lifestyle resources