LiveLighter launches new campaign to tackle junk food delivery


EMBARGOED THURS 18 March, 2021 - 12.01am

Cancer Council WA has launched a new LiveLighter campaign targeting junk food delivery services, with new data revealing the marketing spend by food delivery brands has increased by 290% since 2017 [1]. The campaign encourages West Australians to make quick, tasty and nutritious meals at home instead.

Cancer Council WA’s CEO Ashley Reid said the new LiveLighter campaign encourages West Australian adults to lead healthier lives by eating well and being active.

“The new campaign was developed by Cancer Council WA after extensive research and consultation with members of the public, public health professionals, medical clinicians and advertising experts,” Mr Reid said.

“Only one in two [2] people are aware that carrying excess body fat is a risk for cancer, so it’s our duty to inform the community about cancer risks and encourage people towards healthier behaviours.

“By depicting people at the point of decision, the ad aims to empower the audience to prepare a quick and nutritious meal rather than ordering takeaway junk food.”

Mr Reid said that in early 2019, around one third (35%) of West Australians were using meal delivery services, but by the end of 2020 this number has risen to more than half (51%) of all West Aussies ordering meal delivery such as via apps like Uber Eats, Menulog and Deliveroo [3].

“Recently, particularly during the pandemic lockdown, we have seen a rise in the number of food delivery apps which not only let people order junk food at the push of a button, but also add to the endless amount of unhealthy food promotions we see in the community,” he said.

“This campaign focuses on the potential serious health consequences that can result from being above a healthy weight and the practical steps individuals can take to avoid weight gain by selecting healthy options instead.”

Upper Gastrointestinal and Bariatric Surgeon, Mr Krishna Epari, said the links between toxic fat and cancer are clear, but so are the steps needed to reduce a person’s risk.

“Research has shown that 13 types of cancer are more common in people who are above a healthy weight, including cancers of the oesophagus, breast, liver, gallbladder, kidney, bowel, multiple myeloma, meningioma, thyroid, gastric cardia, pancreas, ovaries and uterus,” Mr Epari said.

“A longer duration of being overweight during adulthood is also associated with an increased risk of developing cancer.”

Cancer Council 13 11 20


Media Contact: Jane Simpson, 0438 682 548

LiveLighter new campaign launch
When: Thursday 18 March, 2021
Time: 9.00am – 10.00am (registration from 8.45am for a 9.15am start)
Location: Ellis room, Bendat Basketball Centre, Perry Lakes
Media Interviews: 9.50am


  • View the new campaign
  • The new campaign will be seen in metro and regional areas throughout Western Australia. It will run across all major TV and radio networks, as well as supporting channels such as AFL media, bus stops, shopping centres and various digital and social media platforms. It will run from today until Saturday 15th May 2021.
  • LiveLighter is funded by the WA Department of Health, and delivered by Cancer Council WA.
  • More information is available via the LiveLighter website about how to make small lifestyle changes to improve people’s health.
  • It is estimated that in Australia in 2010, almost 4,000 cancers cases were attributable to being above a healthy weight [4].
  • In Western Australia in 2015, 7.8% of the total cancer burden was attributable to being above a healthy body weight, the second leading preventable risk factor for cancer behind tobacco use [5].
  • The number of cancer cases attributable to being above a healthy weight is likely to grow over time as obesity rates continue to increase [6].

To the editor: No “headless fatties” please
Being overweight comes with a lot of health issues. Some of these are related to the stigma that is attached to being above a healthy weight. We urge you to use images that are respectful, inclusive and non-stigmatising when reporting on issues related to body weight. For example, show people who are above a healthy weight participating in everyday activities that are not related to weight gain, and use images that include their faces. We are happy to provide you with suitable images if required.

[1] Landsberry & James 2021
[2] Nuss 2020
[3] Roy Morgan 2021
[4] Whiteman, 2015
[5] Dept of Health WA, 2020
[6] Pearson-Stuttard, 2018