1. The LiveLighter Campaign: Lessons from Australia
Terry Slevin, Education and Research Director
Cancer Council Western Australia.
On behalf of the Live Lighter Team
Acknowledgements:
DoH, HF, CCWA, CBRC, ECU

2. Source: Tomlin S, Joyce S and Radomiljac A 2016
Source: Tomlin S, Joyce S and Radomiljac A Health and Wellbeing of Adults in Western Australia 2015, Overview and Trends. Department of Health, Western Australia

3. Reminder - Comprehensive Approach
The independent evaluation of the Campaign was contracted to the Centre for Behavioural Research in Cancer at the Cancer Council; this work is led by Professor Melanie Wakefield and Dr Belinda Morley with important ongoing contributions from Professor David Hill and Dr Helen Dixon.
Belinda will be presenting on research methodology and results from Phase 1 of the Campaign in the next paper. 3

4. Overview of independent campaign evaluation
Year
Campaign Phase
Main Ad
Supporting Ads
Ads Aired
TARPs
Survey Period
Survey
Sample
Sample by Phase
2012
Baseline
May/Jun
N=1,003
Baseline: N=1,003
Phase 1
Toxic fat
Walk; Snacks
Jun/Jul
1,033
End Jul/Aug
N=1,002
Drive thru, Stairs, Website
Sep/Oct
662
End Sep/Oct
N=1,001
Phase 1a: N=2,003
2013
Walk; Snacks, Drive thru, Stairs, Website
Jan-Apr
1,504
N=1,504
Phase 1b: N=1,504
Phase 2
Sugary drinks
Jul/Aug
1,138
Walk; Drive thru, Stairs
957
Oct/Nov
N=508
2014
Feb-May
2,031
Mar/Apr
N=501
Phase 2: N=1,009
Phase 3
Toxic fat; Sugary drinks
Walk; Snacks, Drive thru, Stairs
Sep-Nov
1,814
Phase 3: N=1,003
2015 ?
Feb-Apr
2016
Phase 4
Fast food: Meals, Snacks, Treats
Fast food: Snacks, Treats
Apr/May
1,207
N=500
Phase 4: N=500

5. Cutting through a crowded space
Figure 1: Seen a TV ad about being overweight in the past month: cut-through, by study phase
Figure 2: Unprompted awareness,
by study phase
Figure 1 measures awareness of any advertisement about being overweight
Figure 2 measures unprompted awareness of the LiveLighter campaign ads by phase

6. Total awareness (prompted + unprompted)
Figure 3: Overall
Figure 4: by parental status
*Significant difference compared to not overweight (†) at p<0.05.
Figure 5: by BMI
Almost 3 in 4 WA adults were able to recall or recognise the campaign, suggesting the campaign successfully reached the intended target audience
No difference in awareness based on gender, metro/rural or SES, indicating the campaign reached these groups equitably
Heightened awareness in those with higher BMI, suggesting people who will get the most benefit from reducing body weight are being reached by the adverts especially well
Given the important role of parents as role models and gatekeepers to the family’s diet and activity, good to see higher impact with parents than non parents and the potential positive impact this may have on children
Higher awareness at sugary drinks phase could indicate two things: simplicity of message, and media buy investment

7. Knowledge of link between overweight and chronic disease
Figure 12: Proportion of respondents who agreed overweight is a likely risk factor for heart disease, type 2 diabetes and cancer, by study phase
* However, the knowledge specifically related to cancer and toxic fat, could be attributed to the campaign as it is a specific campaign message

8. Morley B, Niven P, Dixon H, Swanson M, Szybiak M, Shilton T, Pratt IS, Slevin T, Hill D, Wakefield M. Population-based evaluation of the 'LiveLighter' healthy weight and lifestyle mass media campaign. Health Educ Res Apr;31(2):121-35

9. Increased behavioural strategies to reduce junk food consumption (Cohort)
Adults were more likely to avoid purchasing food items from the outlets depicted in the campaign.
Confidential – new data not for tweeting please

10. Social Marketing Theory
Thanks to Prof Mel Wakefield

11. Obesity Policy Consensus Priorities
Sugary drinks tax - Place a healthy levy on sugary drinks to increase the price by 20%.
Regulation of advertising to children - Legislate to implement time-based restrictions on exposure of children (under 16 years of age) to unhealthy food and drink marketing on free to air television up to 9:00 pm.
Reformulation - Set clear reformulation targets for food manufacturers, retailers and caterers with established time periods and regulation to assist compliance if not met.
Mandatory FOP labelling - Make the Health Star Rating System mandatory (where use is not widespread by July 2019).
Active travel - Develop and fund a comprehensive national active travel strategy to promote walking, cycling and use of public transport.
Social marketing campaign - Fund high impact, sustained public education campaigns to improve attitudes and behaviours around diet, physical activity and sedentary behaviour. 
Obesity prevention taskforce - Establish obesity prevention as a national priority, with a national taskforce, sustained funding, regular and ongoing monitoring and evaluation of key measures and regular reporting around targets.
Comprehensive guidelines regarding diet and activity - Develop, support, update and monitor comprehensive and consistent diet, physical activity and weight management national guidelines.

12. ACKNOWLEDGEMENTS Department of Health WA Aboriginal Health
Heart Foundation (WA)
Cancer Council Western Australia
Carat
Creative ADM
Centre for Behavioural Research in Cancer
Eduka
Gatecrasher
Healthway
Michael Murphy Research
Survey Research Centre, ECU Joondalup
Shelley Guy Productions
WA Cancer Prevention Research Unit
Maria Szybiak
Jenny Atkins
Gianna Chiffelle
Clare Clarke
Evonne Dart
Anne Finch
Amelia Harray
Angela Kirkham
Elizabeth Palmer
Steve Pratt
Trevor Shilton
Terry Slevin
Maurice Swanson
Andrea Western
Belinda Morley
Helen Dixon
Melanie Wakefield

13. Thank you for listening
Terry Slevin
Maria Szybiak
Steve Pratt

14. Answers to potential questions

15. More Campaign data COST - LiveLighter budget $AU 3 million pa or
$2.28 million USD or 2.1 million Euros or
US$1.13 per capita in WA
The LiveLighter brand has been licensed (used by) Australian jurisdictions
Victoria, ACT, NT
Elements have been purchased by
New York and Queensland

17. Perceptions of Overweight: “Adverse Consequences” ?
Figure 16: Proportion of respondents who agreed with various attributions
concerning overweight, by study phase

18. Perceptions of Overweight: “Adverse consequences” ?
Figure 17: Proportion of respondents who agreed with perceptions of overweight compared with ‘healthy’ weight individuals, by study phase
Importantly, there is NO evidence LL was associated with an increase in stereotypes of overweight or obese people, or negative societal