Graphic WA Heart Foundation LiveLighter campaign rolls out in ACT

The Heart Foundation ACT is launching a campaign aimed at educating residents about the risks of becoming overweight or obese, with the campaign drawing on the style of anti-smoking campaigns by visually highlighting the damage fat can do to internal organs.

It is the third territory the campaign has been rolled out in as it was first developed by the the Department of Health in Western Australia in partnership with the Heart Foundation and the Cancer Council of WA, and has since aired in Victoria. Behaviour Change Partners developed the creative content.

The LiveLighter TV ad features a middle-aged man grabbing a slice of pizza from the fridge, with a voiceover warning if you have fat around your waist you could have toxic fat around your internal organs, using graphic shots of that as a warning.

Heart Foundation ACT CEO Tony Stubbs said: “While talking about weight is confronting, we can’t ignore the health impacts – it’s time to take a direct approach and demonstrate the link between a grabbable gut and chronic disease. In the ACT 62 per cent of adults are overweight or obese increasing their risk of heart disease, type 2 diabetes and cancer.

“The ACT government is already undertaking considerable work supporting our community through the Healthy Weight Initiative. This campaign will act as a powerful motivator, convincing Canberra’s adults to improve their health by eating better and being more active.

“Evidence indicates that LiveLighter works. Evaluation from the WA campaign shows that the campaign reached and resonated with those most at risk of weight-related chronic disease,” said Stubbs.

The campaign is complemented by a website which provides information, resources and tools on how to maintain a healthy weight. It is also running across outdoor and online across Canberra. It is funded until December 2016.



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