New campaign launched as LiveLighter celebrates 10th anniversary

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The Cancer Council WA has used the 10th anniversary of LiveLighter®, a healthy lifestyle program offered in partnership with WA Health, to launch a groundbreaking new public education campaign that aims to encourage and motivate Western Australians reduce their consumption of junk food, including sugary drinks and sugary snacks.

Cancer Council WA’s director of cancer prevention and research, Melissa Ledger, said using state-of-the-art CGI imagery to educate the WA community about the link between junk food and cancer was an exciting new development. for the new Reverse campaign, while providing practical solutions to reduce junk food consumption.

“Obesity continues to be a major health issue in WA with over 70% of our adult population overweight or obese, and approximately 8.1% of all deaths in WA in 2015 attributable to excess body mass. “said Ms. Ledger.

“However, many people are still unaware that excess body fat (especially fat around the waist and vital organs) can increase the release of harmful chemicals and hormones in the body and promote This environment makes it more likely that cells will begin to divide abnormally and cancer will develop.

“High body weight is a risk factor for 13 cancers, including oesophageal, stomach, bowel, and breast (postmenopausal) cancer.”

Ms. Ledger said that 10 years after the first LiveLighter® campaign, it is still vitally important that public education campaigns, such as the new Reverse campaign, continue to keep health and wellbeing at the forefront. plan for the community and policy makers.

“LiveLighter® was created in 2012 with the goal of helping people eat well, be physically active and avoid excessive weight gain,” she said.

“We know the LiveLighter® message is getting through because a recent study found that, on average, people eat 1.7 fewer servings of junk food each week while the campaign is running.

“This equates to more than 1.6 million fewer servings of unhealthy food and drink consumed by Western Australians aged 25-49 each week the campaign is running.

“This success is not possible without WA Health’s long-term commitment to providing LiveLighter®, but there is still a long way to go.

“We know the campaign is changing the way our community views junk food. To accelerate this success, we need urgent government action that can create healthier, more livable communities, starting with removing junk food advertising from government-owned properties.

The Reverse campaign will run statewide across all major media platforms, including TV, radio and digital.

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