Supersize me: Victoria orders a serving of the WA LiveLighter Campaign
Western Australia’s LiveLighter campaign is set to make an impact on the other side of the nation, with the Victorian State Government investing in the hard-hitting public health education campaign.
Cancer Council Victoria, in partnership with the Heart Foundation Victoria, are launching LiveLighter’s graphic “toxic fat” television advertisements which will air across the state tonight.
Maurice Swanson, Chief Executive of the Heart Foundation, said LiveLighter has been well-received in WA, with strong evidence the campaign is having the desired effect.
“Awareness of the campaign is high, particularly when compared to other public education campaigns. Even better, the campaign is resonating more with people who are overweight or obese, compared to people in the healthy weight range. I have confidence we will see the same great results in Victoria.”
LiveLighter WA Campaign Director Maria Szybiak is eager to see the response in Victoria to the real footage used in the television advertisements that takes people inside their bodies.
“LiveLighter uses graphic images to cut through the thousands of messages we are all exposed to – including, of course, the barrage of advertising that promotes unhealthy junk high in saturated fat, sugar and salt.”
“It is exciting to see two Australian states unite in educating people about the health consequences of consuming junk food and drink. We are proud WA has led the charge in trying to address Australia’s biggest epidemic - obesity.”
The LiveLighter campaign models appropriate behaviours to tackle unhealthy weight and reduce the risk of developing chronic diseases such as heart disease, type 2 diabetes and several cancers.
Kema Rajandran, Media and Communications Manager
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