Wave 3 of LiveLighter's Menu App campaign launches in Western Australia on Sunday 13th March and runs until Saturday 2nd July 2022.
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 carrying excess body fat 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.
- 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.
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 30% in early 2019 to 51% in mid-2021 (Roy Morgan, 2022).
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 this.
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 3 launch on Sunday 13th March 2022. 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
Sugary drinks are rotten for teeth
Wave 2 of LiveLighter's Sugary Drinks Are Rotten For Teeth campaign ran from 8th November to 19th December 2021.
The Sugary Drinks are Rotten for Teeth campaign, which ran on outdoor and digital channels, is a collaboration between LiveLighter and the Australian Dental Association WA (ADAWA).
The aims of the campaign were 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
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.