LiveLighter

A mass media public education campaign against overweight, obesity, poor diet and physical inactivity, developed by Cancer Council Western Australia and the Heart Foundation and first aired in Western Australia in 2012. LiveLighter is built around television-led advertising that uses graphic imagery of visceral fat around internal organs to make the ordinarily invisible link between excess body weight and chronic disease immediately visible to viewers, and it is considered the longest-running adult-targeted mass media campaign for healthy weight and lifestyle promotion in the world, having run nine phases of statewide advertising from its 2012 debut, Toxic Fat, through further phases in 2022 and 2023. Beyond its home state the campaign strategy has since been adopted in the Australian Capital Territory, Victoria and South Australia, and independent economic evaluation has found it to be a cost-effective public health intervention.