First graphic obesity TV campaign launched in Victoria
August 19, 2014
Victorians will come face-to-face with the health impacts of ‘toxic fat’ as the state’s first ever, hard-hitting campaign about the risks of being overweight or obese is launched.
The National Stroke Foundation supports the new LiveLighter campaign launched over the weekend. The Cancer Council Victoria, in partnership with the Heart Foundation, with funding from the Victorian State Government is delivering the mass media campaign which is airing on TV across the state.
The public education campaign graphically portrays the damage unhealthy weight, poor diet and physical inactivity can cause to internal organs. The hard-hitting ‘toxic fat’ advert takes people inside their own bodies, showing the toxic build-up of visceral fat, which can dramatically increase the risk of developing serious health conditions.
The campaign has been designed to inform, encourage change and trigger fresh debate about obesity, chronic disease prevention and healthy lifestyle related issues. This campaign aims to explain why fat around your waist and visceral fat around your internal organs is bad for your overall health, but it also provides plenty of practical tips, tools and resources that show how to maintain a healthy weight.
LiveLighter was developed by the Department of Health in Western Australia (WA) in partnership with the Heart Foundation and the Cancer Council of WA and has been implemented in WA since 2012.
Overweight and obesity is now one of the leading causes of preventable death and disease in our community and carrying the extra kilos greatly increases your risk of chronic diseases, including stroke.
The LiveLighter campaign is supported by a comprehensive, easy-to-use website, providing a wealth of information, resources and tools including an online meal and activity planner featuring healthy recipes that are easy to make.
The ‘toxic fat’ advert will be combined with advertisements about how to make small lifestyle changes to start living lighter. The Victorian campaign will feature on commercial television, newspapers, radio, outdoor, cinema and online across the state. The Centre for Behavioural Research in Cancer at Cancer Council Victoria will evaluate the campaign. LiveLighter is funded until June 2015.
The National Stroke Foundation supports the new LiveLighter campaign launched over the weekend. The Cancer Council Victoria, in partnership with the Heart Foundation, with funding from the Victorian State Government is delivering the mass media campaign which is airing on TV across the state.
The public education campaign graphically portrays the damage unhealthy weight, poor diet and physical inactivity can cause to internal organs. The hard-hitting ‘toxic fat’ advert takes people inside their own bodies, showing the toxic build-up of visceral fat, which can dramatically increase the risk of developing serious health conditions.
The campaign has been designed to inform, encourage change and trigger fresh debate about obesity, chronic disease prevention and healthy lifestyle related issues. This campaign aims to explain why fat around your waist and visceral fat around your internal organs is bad for your overall health, but it also provides plenty of practical tips, tools and resources that show how to maintain a healthy weight.
LiveLighter was developed by the Department of Health in Western Australia (WA) in partnership with the Heart Foundation and the Cancer Council of WA and has been implemented in WA since 2012.
Overweight and obesity is now one of the leading causes of preventable death and disease in our community and carrying the extra kilos greatly increases your risk of chronic diseases, including stroke.
The LiveLighter campaign is supported by a comprehensive, easy-to-use website, providing a wealth of information, resources and tools including an online meal and activity planner featuring healthy recipes that are easy to make.
The ‘toxic fat’ advert will be combined with advertisements about how to make small lifestyle changes to start living lighter. The Victorian campaign will feature on commercial television, newspapers, radio, outdoor, cinema and online across the state. The Centre for Behavioural Research in Cancer at Cancer Council Victoria will evaluate the campaign. LiveLighter is funded until June 2015.