Graphic WA Heart Foundation LiveLighter campaign rolls out in ACT

Miranda Ward

October 20, 2014 11:18

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.

https://www.youtube.com/watch?v=jdn-fBM7EFE

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.

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Miranda Ward

Miranda Ward worked for Mumbrella from 2013 to 2017, eventually becoming deputy editor. Miranda joined Mumbrella in September 2013 from Sky News.