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.
Facts
Health GoalEncourage healthier eating, drinking and physical activity to prevent overweight and obesity 2 Geographic ScopeOriginated in Western Australia, later licensed for use in other Australian states 1 Classification
Program KindHealth Education Program 1 Connections
Delivers Practice
Entity-backed identity for the program-kind enum value this public health program already carries, resolved to a health practice by an explicit value-to-entity map (phase 3 bucket conversion, docs\design_entity_backed_browse_buckets_20260928.md). The program-kind fact itself stays on the program unchanged.
In the Other Atlases
- Also in Geography Atlas: Australia, found in there.
Sources
1. PLOS ONE: Cost-effectiveness of LiveLighter, a mass media public education campaign for obesity prevention
PLOS ONEfunding history statement
The LiveLighter® mass media campaign has been funded by the Western Australian Department of Health since 2012
expansion statement
The LiveLighter® mass media campaign has also been licensed for use in other Australian states.
Program classification, entity description sentence
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.
View the Source 2. Healthdirect Australia: LiveLighter partner page
Healthdirect Australiahealthdirect partner descriptionQuote, healthdirect partner description
It aims to encourage Australians to lead healthier lifestyles - to make changes to what they eat and drink, and to be more active.
Reader Challenges (0)
No disputes yet. Spotted an error or a better source? Open the first one.
Sign in to dispute this or suggest a correction.