LiveLighter is a public health education campaign. The aim is to help people to eat well, be physically active and avoid excess weight gain.
The campaign does this through:
- Getting people to stop and think about their health now and consider the impact of the way we eat and move
- Giving people the skills to make small (or big!) lifestyle changes to improve their health
- Kickstarting the conversation and supporting community efforts to change the food and physical activity environment
Another important part of our work is pushing for the environmental changes that make the healthy option the easy option. This means advocating for less promotion of junk food, better access to healthy food for all, improved food labelling and infrastructure and policies to empower people to be more active. We work with retailers, universities, community organisations and all levels of government to make this happen.
How was the campaign developed?
LiveLighter incorporates the key messages of past healthy lifestyle campaigns such as Go for 2&5 and Find 30. The messaging and execution is based on reviews of the literature on social marketing campaigns, behaviour change theory and the expert opinions of the marketing and advertising agencies and health professionals we work with. The effects of the campaign are monitored, and you can see the published evaluation papers here.
For all enquiries, please get in touch with our media team.
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2022This suite of ads starts inside the body, and zooms out to show people eating. It encourages healthier drinks, snacks and meals
2021This digital campaign showcases the ways in which a more sustainable lifestyle can also improve health.‘Move more’ campaign in marketCancer Council contracted to deliver LiveLighter for 5 years (till June 2026)This suite of ads shows people rethinking getting junk food deliveries and instead cooking simple meals at home or finding healthy café alternatives.‘How many kilojoules’ campaign is in market
2020LiveLighter created a digital campaign driving people to a hub of information putting a healthy spin of the festive season.This digital campaign has a range of tools and a challenge card to encourage people to be more physically active.When the COVID-19 pandemic hit, LiveLighter created a digital campaign driving people to a hub of information to help them eat well and stay active with the current challenges.‘13 Cancers’ campaign and ‘16 teaspoons’ campaigns are on airIn partnership with Australian Dental Association WA, a digital and out-of-home campaign warns of the harms of sugary drinks on dental health.
2019This digital campaign highlights the kilojoules in alcohol and encourages low-risk drinking during the festive season.LiveLighter contract extended for 2 years (till June 2021)‘Eat brighter’ campaign is in market‘Junk food’ campaign is on air
2018‘Eat brighter’ campaign is in marketCancer Council WA takes over management of LiveLighter WA‘Junk food’ and ‘Sugary drinks’ campaigns are on airThis digital and outdoor campaign calls out the huge amount of junk food marketing in summer cricket.
2017LiveLighter runs an outdoor advertising campaign to counter the onslaught of $1 frozen sugary drinks. This is done with support from a range of health organisations, including the Public Health Association, Healthway and Diabetes WA.‘Junk food’ campaign on airHeart Foundation and Cancer Council WA contracted to deliver LiveLighter for an additional 2.5 years (till June 2019).Cancer Council Tasmania licenses and airs ‘Toxic fat’ TV ads.
2016This digital campaign encourages parents to reduce kids’ screen time and increase family physical activity time.To coincide with the Olympic games. LiveLighter runs a digital, print and outdoor media campaign calling out junk food and sugary drink sponsorship in sport.LiveLighter contract extended for 6 months (till December 2016)Cancer Council Victoria takes over funding and management of LiveLighter in VictoriaWA licenses and airs ‘16 Teaspoons of Sugar’ TV ads from Victorian Aboriginal Community Controlled Health Organisation IncThis suite of ads targets common places that junk food is sold, including the drive-thru, petrol station and vending machines. Solutions and positive health behaviours are modelled in the 15 second versions of the ads.
2015LiveLighter contract extended for 1 year (till June 2016)New York City licenses toxic fat footage‘Toxic fat’ ad wins Marketing Science Ideas Exchange awardThese ads, produced by Victorian Aboriginal Community Controlled Health Organisation Inc and Cancer Council Victoria, aim to discourage Aboriginal people from consuming sugary drinks.Cancer Council Northern Territory (funded by NT government) licenses and airs ‘Sugary drinks’ and ‘Toxic fat’ TV ads.ACT government licenses LiveLighter and airs ‘Toxic fat’ TV ads.‘Toxic fat’ and ‘Sugary drinks’ campaigns are on air
2014Victorian Department of Health contracts Cancer Council Victoria to run LiveLighter in partnership with Heart Foundation Victoria and ‘Toxic fat’ TV ads air in Victoria.LiveLighter contract extended for 1 year (till June 2015)
2012The 30 second ad aims to increase knowledge around the physiological effects of carrying excess body fat. The ad takes people inside the human body, showing the association between overweight, visceral fat and an increased risk of heart disease, type 2 diabetes and cancer. A suite of 15 second ads show practical ways to eat well and move more.
WA Department of Health contracts Heart Foundation WA in partnership with Cancer Council WA. The initial contract is for the development of a hard-hitting public education campaign.
Professors Adrian Bauman and Bill Bellew of the University of Sydney are commissioned to prepare a comprehensive literature review into social marketing campaigns focussed on healthy eating, physical activity and healthy weight.
Behaviour Change Partners are commissioned to develop a new brand, and it tests well in focus group testing with Painted Dog Research. Professor David Hill is commissioned to develop a behavioural model to underpin communications.