Journal article
Population-based evaluation of the 'LiveLighter' healthy weight and lifestyle mass media campaign
B Morley, P Niven, H Dixon, M Swanson, M Szybiak, T Shilton, IS Pratt, T Slevin, D Hill, M Wakefield
Health Education Research | OXFORD UNIV PRESS | Published : 2016
DOI: 10.1093/her/cyw009
Abstract
The Western Australian (WA) 'LiveLighter' (LL) mass media campaign ran during June-August and September-October 2012. The principal campaign ad graphically depicts visceral fat of an overweight individual ('why' change message), whereas supporting ads demonstrate simple changes to increase activity and eat healthier ('how' to change message). Cross-sectional surveys among population samples aged 25-49 were undertaken pre-campaign (N = 2012) and following the two media waves (N = 2005 and N = 2009) in the intervention (WA) and comparison state (Victoria) to estimate the population impact of LL. Campaign awareness was 54% after the first media wave and overweight adults were more likely to rec..
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Funding Acknowledgements
This study was funded by the National Heart Foundation of Australia (Western Australian Division), which is contracted by the Department of Health Western Australia to conduct the 'LiveLighter' campaign in partnership with the Cancer Council Western Australia.