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WA Government LiveLighter obesity campaign takes out Grand Prix at first MSiX Awards

"ArtOf2 Photography - www.artof2.com"

A West Australian Government initiative to tackle the state’s obesity problem has won the top award at the 2015 Marketing Science Ideas Exchange (MSiX) awards.

The LiveLighter campaign by Behaviour Change Partners won the Best Insight award and was named the Grand Prix winner at last night’s ceremony, hosted at The Powerhouse Museum by TV and radio personality James O’Loghlin.

Other winners at the inaugural awards celebrating the campaigns which demonstrate the best use of marketing sciences were Affinity in the Clever Data category, RadiumOne in the Best Use of Neuroscience category, Cummins&Partners in the Best Use of Behavioural Economics award and Liquid Interactive in Purchase Behaviour.

Bosses behind the LiveLighter campaign said the aim was to “shift the dial” on the “huge and growing problem” of two out of three West Australians being overweight or obese.

Heart Foundation WA and Cancer Council WA managed the campaign, which played on the power of disgust and the use of reference points to come up with the term ‘grabbable gut’. They used this across a series of TVCs and on a purpose built website.

In the past 12 months, 8 per cent of the WA population has visited the LiveLighter web site.

The winners:

"ArtOf2 Photography - www.artof2.com"

“ArtOf2 Photography – www.artof2.com”

Best Insight: Behaviour Change Partners, WA Department of Health, Heart Foundation & Cancer Council LiveLighter

"ArtOf2 Photography - www.artof2.com"

“ArtOf2 Photography – www.artof2.com”

Best Use of Behavioural Economics: Cummins&Partners & Father Bob Maguire Foundation – Father Bob “Win Happiness”

"ArtOf2 Photography - www.artof2.com"

“ArtOf2 Photography – www.artof2.com”

Clever Data: Affinity – Narellan Pools

"ArtOf2 Photography - www.artof2.com"

“ArtOf2 Photography – www.artof2.com”

Best use of Neuroscience: RadiumOne & Neurothinking – Drugs, data and tech – has marketing utopia arrived?

"ArtOf2 Photography - www.artof2.com"

“ArtOf2 Photography – www.artof2.com”

Purchase Behaviour: Liquid Interactive & Isuzu UTE Australia

"ArtOf2 Photography - www.artof2.com"

“ArtOf2 Photography – www.artof2.com”

Grand Prix: Behaviour Change Partners, WA Department of Health, Heart Foundation & Cancer Council LiveLighter

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