Menu App Campaign - StAKEHOLDER TOOLKIT

Close up of someone holding a phone with LiveLighter's pantry pasta recipe featured. Teal background with the text 'Homemade is Healthier' across it.

The fourth wave of LiveLighter's Menu App campaign launches in Western Australia on Sunday 25th February and will run until Saturday 6th July 2024.

About the campaign

Homemade is healthier! Cooking meals at home is a great way to reduce the amount of junk food that we are eating.

The rise of meal delivery apps and services has made unhealthy food and drink more available, more accessible and more heavily promoted than ever before. To encourage people to cook more meals at home, Cancer Council WA has released a fourth wave of the LiveLighter Menu App campaign.

In this wave of the campaign new ‘solution’ ads have been developed to run alongside the existing ‘problem’ ads. The ‘solution’ ads show people scrolling through LiveLighter recipes instead of a meal delivery service. Both ads finish with people deciding to cook a meal at home.

Menu App Wave 4 will run from 25 February 2024 to 6 July 2024. This wave will run across TV, digital video (including catch-up TV, online video, and YouTube), and Meta (Facebook and Instagram).

The primary audience for this campaign is West Australian adults aged 25-64 who have a BMI of 26-30 or are at risk of moving into this BMI category.

LiveLighter is funded by the WA Department of Health and run by Cancer Council WA.

Key messages

  • Regular consumption of junk food can lead to excess body fat which increases the risk of 13 types of cancer.
  • One action we can take to reduce our risk is to limit the amount of junk food we eat. Don’t treat junk food as everyday food.
  • One way to reduce the amount of junk food we eat is to cook more meals at home.
  • There are lots of quick, cheap, tasty and nutritious meals that can be made at home.
  • LiveLighter has over a hundred recipes that can be made in less than 30 minutes.
  • A healthy diet and regular exercise can reduce cancer risk.

Campaign aims

  • Encourage and motivate people to reduce purchases and consumption of junk food.
  • Raise awareness of the link between carrying excess body fat and increased risk of cancer.
  • Raise awareness of the link between junk food consumption and weight gain.
  • Encourage and motivate people to cook more meals at home.
  • Provide practical resources to help people cook more.

How to help share the message in your community

1. Share the campaign on socials

We are encouraging all stakeholders to support the launch of Menu App Wave 4 by sharing our social media content through their channels.

When sharing campaign content, please tag LiveLighter with the relevant handles below.

@LiveLighterCampaign

@Live_Lighter

@LiveLighterCampaign

@LiveLighterCampaign

Hashtags

Best practice is to post your hashtags as the first comment on your post.

#LiveLighter #CCWA #cancer #health #nutrition #food #delivery #dinner #lunch #breakfast #fried #junkfood #takeaway #takeout #pizza #burger #chicken #eats #healthy #motivation #lifestyle #healthyfood #healthcare #healthyliving #selfcare #foodie #foodlover #homemade #restaurant #cooking

Campaign launch square tiles

Mother and her two high school aged children make dinner together in the kitchen, the text on the tile says 'looking for healthy, affordable recipes?'

Download launch tiles

Facebook & X copy

Homemade is healthier 😊📲

LiveLighter has launched the fourth wave of its Menu App campaign, encouraging West Aussies to choose a healthier alternative to junk food.

To find out more, head to https://bit.ly/3SKFIej 

Instagram copy

Homemade is healthier 😊📲

LiveLighter has launched the fourth wave of its Menu App campaign, encouraging West Aussies to choose a healthier alternative to junk food.

To find out more, visit the link in our bio.

Add link to your bio: https://bit.ly/3SKFIej

Square tiles

Close up of someone holding a phone, two recipes are shown on the phone including beef fajitas and beef curry, the text on the tile says 'looking for healthy, affordable recipes?'

Download square tiles

Facebook & X copy

Homemade is healthier 😊📲

Meal delivery apps have made unhealthy food and drinks more accessible than ever before.

Save money and feel good by making healthier versions of your takeaway favourites at home!

For healthy recipe ideas, visit: https://bit.ly/48qmekQ

Instagram copy

Homemade is healthier 😊📲

Meal delivery apps have made unhealthy food and drinks more accessible than ever before.

Save money and feel good by making healthier versions of your takeaway favourites at home!

Click on the link in our bio for healthy recipe ideas!

Add link to your bio: https://bit.ly/48qmekQ

Square videos

Still image from the menu app couple commercial, close up someone scrolling through their phone looking at LiveLighter recipes, close captions on the screen read 'we have over 100 simple, affordable recipes that anyone'

Download square videos

Facebook & X copy

Homemade is healthier 😊📲

Swap out the greasy takeaway and junk food options for healthy and easy alternatives you can make at home.

For quick, easy, and tasty versions of your fast-food favourites, head to https://bit.ly/48qmekQ 

Instagram copy

Homemade is healthier 😊📲

Swap out the greasy takeaway and junk food options for healthy and easy alternatives you can make at home.

For quick, easy, and tasty versions of your fast-food favourites, head to link in our bio.

Add link to your bio: https://bit.ly/48qmekQ

Story videos

Still image from the menu app commercial, close up someone scrolling through their phone looking at LiveLighter recipes, close captions on the screen read 'we have over 100'

Download story videos

Facebook & X copy

Homemade is healthier 😊📲

Takeaway used to be an occasional treat, but Australians are eating it more than ever. 🍔🍟🍕📈

LiveLighter have over 100 simple, affordable, and tasty recipes that anybody can make in less than half an hour, head to https://bit.ly/3wonqrP

Instagram copy

Homemade is healthier 😊📲

Takeaway used to be an occasional treat, but Australians are eating it more than ever. 🍔🍟🍕📈

LiveLighter have over 100 simple, affordable, and tasty recipes that anybody can make in less than half an hour, head to the link in our bio.

Add link to your bio: https://bit.ly/3wonqrP


Story animations

Close up of someone holding a phone, two recipes are shown on the phone including homemade pizza and pantry pasta, the text on the tile says 'made for less than takeaway'

Download story animations

Facebook & X copy

Homemade is healthier 😊📲

If you're sick of paying for overpriced takeaway full of cheap ingredients, then you've come to the right place!

Use LiveLighter’s recipe finder to find quick, easy, and tasty versions of your fast-food favourites, head to https://bit.ly/3SKFIej

Instagram copy

Homemade is healthier 😊📲

If you're sick of paying for overpriced takeaway full of cheap ingredients, then you've come to the right place!

Use LiveLighter’s recipe finder to find quick, easy, and tasty versions of your fast-food favourites, head to the link in our bio.

Add link to your bio: https://bit.ly/3SKFIej


Newsletter inserts

Close up of someone holding a phone, the pantry pasta recipe is shown, the text on the tile says 'homemade is healthier'

Download newsletter inserts

Newsletter copy

Homemade is healthier

LiveLighter® has launched the fourth wave of its Menu App campaign, which encourages people to find healthier alternatives to junk food.

To watch the campaign ads, or to find out more facts about junk food, visit: https://livelighter.com.au/eating-well/healthy-eating/junk-food 

2. Showcase resources

Showcasing campaign materials in your local areas is a great way to extend the reach of the campaign and gives your community members easy access to the information.

LiveLighter resources, publications and merchandise are available to support you in your local promotion opportunities.

Download LiveLighter resources

Order hard-copy resources and merchandise (WA only)

Menu app posters

Download and print

Here are some examples of how you can extend the reach of the campaign in your community or workplace.

In your community

  • Place posters at parks and shopping centres.
  • Offer independent grocers and retailers LiveLighter recipe cards and recipe booklets to giveaway to customers.
  • Have LiveLighter resources available at council offices, recreation centres and other community places.
  • Send information and resources to your local library. Encourage them to set up a display of library cooking books for loan and LiveLighter resources to handout.
  • Add digital campaign materials into the rotation on digital TV screens.
  • Conduct cooking sessions using the LiveLighter recipes.
  • Run competitions using the LiveLighter merchandise as prizes.
  • Bring LiveLighter resources as handouts at your community presentations.
  • If you have access to a bike blender, try featuring the LiveLighter drink recipes.

A display of LiveLighter recipe books on a table in the corner of a room. Bunting across the table features different fruit and vegetables along with colour focused slogans including 'Chew Blue' with an image of blueberries, 'Hello Yellow' with an image of a banana and 'Bite More White' with an image of a mushroom. On the wall are 3 Aboriginal Australian artworks. One has a bright red background with a gold turtle in the middle. One has undulating colours of yellow, green, blue and red. The other artwork has a map of Australia in the centre with a maroon-pink circle surrounding it, bordered with dots.

Image source: City of Armadale Facebook page

In your workplace

  • Have hard copy LiveLighter resources available in the lunchroom.
  • Place posters around the workplace.
  • Add links to the LiveLighter recipe page into your workplace e-newsletter.
  • Circulate a recipe of the week from the range of LiveLighter recipes. Change it up to have breakfast, lunch, dinner and snack varieties.
  • When catering for events, use the LiveLighter recipes when planning your menu.

3. Partner with Healthway

Healthway plays a key role in extending the LiveLighter campaign by working with local sport, arts and community organisations throughout Western Australia to create programs and activities that encourage healthy lifestyles. Organisations assigned the LiveLighter health message promote access to healthy food and drinks, encourage healthy eating and motivate people to be active.

Two people stand in from of a LiveLighter stall at a community event. One person holds a large display with different slogans promoting fruit and vegetables including 'Hello Yellow' with a picture of corn and 'Bite More White' with a picture of a mushroom. The other person holds a banana in each hand with a sign behind them saying 'Free fruit'.

A marquee with LiveLighter branding at a community event. On the table are LiveLighter branded bags. A sign next to the table encourages people to take LiveLighter recipe books. Three people are outside the stall, one of them is looking at the items on the table. A person with a LiveLighter shirt stands under the marquee facing away from the camera as they grab a box.

Do you have a project in mind? Healthway’s Healthy Partnership Program provides funding for sports, arts, racing and community groups to create programs and activities that support good health now and into the future.

Learn more on Healthway's website or by contacting the Healthway team on 133 777.

Get in touch

We would be happy to discuss how Cancer Council WA can work with you to better reach your community with the LiveLighter campaign.

For further information please contact: LiveLighter@cancerwa.asn.au