Live Lighter Health Campaign

The Live Lighter campaign aims to raise awareness about unhealthy lifestyle choices and the impact of obesity. It focuses on encouraging the Australian population to stay active, eat fresh and nutritious food. The campaign uses various channels such as television, YouTube, and newspapers to reach the target audience. The campaign has been successful in raising awareness and engaging thousands of people in Western Australia.

Running head: LIVE LIGHTER CAMPAIGN
LIVE LIGHTER HEALTH CAMPAIGN
Name of the student
Name of the university
Author note

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Table of Contents
Section A: Analysis.........................................................................................................................3
1. Overview of the client..........................................................................................................3
2. Analysis of academic and industry related commentary and relevant literature:.................4
3. Analysis of the stakeholder, audience and public:...............................................................4
4. Analysis of existing and relevant data:.................................................................................5
5. Analysis of communication strategy:......................................................................................6
6. Analysis of campaign channel:................................................................................................7
Part B: Strategic recommendations.................................................................................................7

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Section A: Analysis
1. Overview of the client
With the global burden of disease, lifestyle has highlighted as one of the major
contributors of chronic diseases. As per the report of the Australian health and welfare 92% of
Australian consumed junk food which further contributed to obesity1 . 67% of Australian adults
are currently overweight and often have a risk of chronic diseases such as heart disease, type 2,
12 types of cancer and other associated health problems (Live Lighter 2019).
The live lighter campaign raised awareness in thousands of Western Australian
community by using television advertisement, YouTube, newspaper advertisement. The
campaign intended to encourage the Australian population to stay active, eat fresh and nutrition’s
food. Live lighter wanted to assist people to understand why it is crucial to make healthier
choices and impact on those choices2. Therefore, they advocated a healthier environment by
developing a campaign based on the recent health care surveys and literature as well as behavior
change theory. The campaign was developed in the year 2011 by the Western Australia
healthcare department with the support of the cancer council of Western Australia. The
promotion focused on improving access to healthy food, better food labeling and providing skills
to improve lifestyle choices. Australian Institute of Health and Welfare reported that it was
successful in raising awareness regarding unhealthy lifestyle choices of population. In between
1 Brand-Miller, Jennie C., and Alan W. Barclay. "Declining consumption of added sugars and sugar-sweetened
beverages in Australia: A challenge for obesity prevention." The American journal of clinical nutrition 105, no. 4
(2017): 854-863
2 Live Lighter. 2019. Background of the LiveLighter campaign. Retrieved from
https://livelighter.com.au/About/Background

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2012 to 2016 over 7000 people had participated in the campaign because of the advertisement
(Live Lighter 2019).
2. Analysis of academic and industry related commentary and relevant literature:
With the rapid increase of chronic illness, obesity is one of the major public health
concern in the current era. More than 67% of the individuals in the Australian community are
overweight and 19% of the individuals are suffering from severe health complication because of
obesity3. 340 million children are obese and experiencing health issues4. The prevalence in
Western Australia is higher compared to another region of the community where more than 40%
of individuals were considered as obese in 20145.
Since population nowadays is leading a busy life because of a busy schedule, they are
not aware of their health conditions. Therefore, in order to raise awareness regarding lifestyle
choices, nutritional consumptions and associated health issues, designing health promotional
strategy is an effective strategy where individuals have an opportunity to focus on their health.
Live lighter worked with the universities, communities, and retailer to make this change
happened. Graphics and confronting images helped individuals to raise their concern. This
changed individual health behaviors and community-wide social change6.Moreover, the
3 Sullivan, Elizabeth A., Jan E. Dickinson, Geraldine A. Vaughan, Michael J. Peek, David Ellwood, Caroline SE
Homer, Marian Knight et al. "Maternal super-obesity and perinatal outcomes in Australia: a national population-
based cohort study." BMC pregnancy and childbirth 15, no. 1 (2015): 322.
4 Buchmueller, Thomas C., and Meliyanni Johar. "Obesity and health expenditures: evidence from
Australia." Economics & Human Biology 17 (2015): 42-58.
5 Sullivan, Elizabeth A., Jan E. Dickinson, Geraldine A. Vaughan, Michael J. Peek, David Ellwood, Caroline SE
Homer, Marian Knight et al. "Maternal super-obesity and perinatal outcomes in Australia: a national population-
based cohort study." BMC pregnancy and childbirth 15, no. 1 (2015): 322.
6 Arora, Amit, Deon Nguyen, Quang Vinh Do, Bao Nguyen, Glen Hilton, Loc Giang Do, and Sameer Bhole. "‘What
do these words mean?’: A qualitative approach to explore oral health literacy in Vietnamese immigrant mothers in
Australia." Health Education Journal 73, no. 3 (2014): 303-312.

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campaign conducted a survey measuring the effect of awareness on a daily basis and committed
to review and assess the scientific journal to ensure the materials are evidence-based. The
evidence showed that after the advertisement, 7000 people registered in the campaign.
3. Analysis of the stakeholder, audience and public:
The live lighter raised awareness by using advertisement in television, YouTube and
newspaper where they targeted adults, teenager and older adults of the Australian community
who are obese or overweight as well as the individuals with the unhealthy dietary habits such as
the frequent tendency of eating junk foods7. The reason behind choosing this target group is that
this target group is at high risk of obesity and associated disease because of the healthy eating
habits. Hence, they were the target audience for the live lighter campaign8. While discussion
the stakeholder's for health promotion, every health promotion requires non-government,
government, community-based and volunteers based organizations to reach to the target
audience. Considering the stakeholder of live lighter, the contribution of the cancer council of
Western Australia, the Western Australian Department of healthcare and the heart foundation of
Western Australia is required to consider9. All health professionals who acted as stakeholder
7 Live Lighter. 2019. Background of the LiveLighter campaign. Retrieved from
https://livelighter.com.au/About/Background
8 Leslie, Eva, Anthea Magarey, Timothy Olds, Julie Ratcliffe, Michelle Jones, and Lynne Cobiac. "Community-
based obesity prevention in Australia: Background, methods and recruitment outcomes for the evaluation of the
effectiveness of OPAL (Obesity Prevention and Lifestyle)." Advances in Pediatric Research 2, no. 3 (2015): 1-16.
9 hanly, richard j., salman k. Marvi, sarah l. Whitehouse, and ross w. Crawford. "morbid obesity in total hip
arthroplasty: redefining outcomes for operative time, length of stay, and readmission." the journal of
arthroplasty 31, no. 9 (2016): 1949-1953.

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used standard guidelines to assists this health promotional programs. The promotion asked for
the funding initiatives and gained funding from different organization and health council.
The public of live lighter was depending on the individuals who were a direct user of
television, YouTube channels, newspapers and social media. The advertisement with a
confronting image raised awareness not only for the target audience but also encouraged
individuals to amend their lifestyle choices
4. Analysis of existing and relevant data:
The World Health Organization reported that the worldwide prevalence of obesity and
overweight are nearly doubled between 1998 and 2008 and obesity and overweight are one of the
major risk factors of fatal chronic disease10. Health literacy is the major aim of any health
promotion activity which provides individuals with ability, skills; information’s for improving
their health status and reduces the effect of obesity11. The health literacy through health
promotional model not only provides knowledge to single individuals rather educate the
community. The live lighter used behavioral change theory, views of the scientific literature on
social marketing campaigns and medical consequences to involve the community to make
healthy lifestyle choices. It helped the target audience to amend an unhealthy and sedentary
lifestyle and implementing changes such as seek help and physical exercise12. Moreover, the
10 Kite, James, Anne Grunseit, Erika Bohn-Goldbaum, Bill Bellew, Tom Carroll, and Adrian Bauman. "A
systematic search and review of adult-targeted overweight and obesity prevention mass media campaigns and their
evaluation: 2000–2017." Journal of health communication 23, no. 2 (2018): 207-232.
11 Batterham, R. W., M. Hawkins, P. A. Collins, R. Buchbinder, and R. H. Osborne. "Health literacy: applying
current concepts to improve health services and reduce health inequalities." Public health 132 (2016): 3-12.
12 Live Lighter. 2019. Background of the LiveLighter campaign. Retrieved from
https://livelighter.com.au/About/Background

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campaign conducted a survey measuring the effect of awareness on a daily basis and committed
to review and assess the scientific journal to ensure the materials are evidence-based.
5. Analysis of communication strategy:
The health promotion using digital media such as social media, mass media and
promotional events are an effective strategy to influence population since it provides an
opportunity to reach to every corner of the world within less time13. The live lighter uses social
media, newspaper, YouTube, and blogs to target adults of the Australian. The television
advertisements and commercials have efficiency in shaping the thoughts of the communities
since they directly influenced the thinking, listing, and views of the individuals. These media
sources could provide details of awareness and intervention required for living a healthy and
active lifestyle14.This strategy ensures that every individual of the community receives health
literacy regarding obesity. Hence with the assistance of this communication strategy, the health
promotional intended to provide people with the skills and education so that they were aware of
their health. It also assisted to create a healthy environment, designing healthy nutritional
strategy and implement physical exercise in the lifestyle.
6. Analysis of campaign channel:
The campaign used social media, television, and newspaper to spread health literacy to
individuals who are obese or overweight. Majority of the teenager and adults of the Australian
13 Kite, James, Anne Grunseit, Erika Bohn-Goldbaum, Bill Bellew, Tom Carroll, and Adrian Bauman. "A
systematic search and review of adult-targeted overweight and obesity prevention mass media campaigns and their
evaluation: 2000–2017." Journal of health communication 23, no. 2 (2018): 207-232.
14 Adewuyi, Emmanuel Olorunleke, and Kazeem Adefemi. "Behavior change communication using social media: a
review." International Journal of communication and health 9 (2016): 109-16.

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community are associated with mentioned social media and utilization of the channels helps to
spread the messages to the majority of the community. The live lighter created a website and it
was evident that the website was successful in engaging the target audience. They have attractive
narratives where they created a storied section and tell success stories of the individuals who
were unaware of their health before and after participation in the campaign, they have a healthy
lifestyle. Posting narratives and telling success stories are effective for reaching target since these
success stories inspire individuals to amend their lifestyle and be aware of their health
conditions15. They also had advertisement and graphics and confronting images to reach to the
public. As discussed by Frank et al. (2015), it is one of the most effective ways to deliver
health literacy to the population. Showing evidence to the individuals are effective since it
provides the idea to the individuals what they may experience because of obesity.
Part B: Strategic recommendations
As discussed above, live lighter health campaign was raised to make people aware of
their unhealthy lifestyle choices and habit of eating junk food in order to reduce obesity or
overweight. The proper digital media was used to raise awareness against the health habits of
the community. The evidence showed that more than 7000 individuals participated in 2012 and
2016, highlighting the lack of adequate engagement with the health promotional campaign. In
the current context, the recommendations would be :
a) It is recommended to design the campaign with specific goals for each age group of the
campaign.
15 Frank, Lauren B., Sheila T. Murphy, Joyee S. Chatterjee, Meghan B. Moran, and Lourdes Baezconde-Garbanati.
"Telling stories, saving lives: creating narrative health messages." Health communication 30, no. 2 (2015): 154-163.

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b) It is required to design a segment in the campaign for children and families of children for
choosing healthy food habit for their children in order to reduce the prevalence of obesity
c) It is required to arrange health campaign with the partnership with the local governing
bodies in order to increase the number of participants
d) It is required to arrange counseling session which would provide an opportunity for the
individual to talk about their concern and recommend strategies that can be used in future.
e) Partnership with media house can be increased along with offline campaign in the local
community can be designed.
It will help to engage more individuals of Australia with obesity which will result in
minimization of chronic disease.

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Bibliography:
Adewuyi, Emmanuel Olorunleke, and Kazeem Adefemi. "Behavior change communication
using social media: a review." International Journal of communication and health 9 (2016): 109-
16.
Arora, Amit, Deon Nguyen, Quang Vinh Do, Bao Nguyen, Glen Hilton, Loc Giang Do, and
Sameer Bhole. "‘What do these words mean?’: A qualitative approach to explore oral health
literacy in Vietnamese immigrant mothers in Australia." Health Education Journal 73, no. 3
(2014): 303-312.
Batterham, R. W., M. Hawkins, P. A. Collins, R. Buchbinder, and R. H. Osborne. "Health
literacy: applying current concepts to improve health services and reduce health
inequalities." Public health 132 (2016): 3-12.
Brand-Miller, Jennie C., and Alan W. Barclay. "Declining consumption of added sugars and
sugar-sweetened beverages in Australia: A challenge for obesity prevention." The American
journal of clinical nutrition 105, no. 4 (2017): 854-863.
Buchmueller, Thomas C., and Meliyanni Johar. "Obesity and health expenditures: evidence from
Australia." Economics & Human Biology 17 (2015): 42-58.
Frank, Lauren B., Sheila T. Murphy, Joyee S. Chatterjee, Meghan B. Moran, and Lourdes
Baezconde-Garbanati. "Telling stories, saving lives: creating narrative health messages." Health
communication 30, no. 2 (2015): 154-163.
Gough, Aisling, Ruth F. Hunter, Oluwaseun Ajao, Anna Jurek, Gary McKeown, Jun Hong,
Eimear Barrett et al. "Tweet for behavior change: using social media for the dissemination of
public health messages." JMIR public health and surveillance3, no. 1 (2017): e14.

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Hanly, Richard J., Salman K. Marvi, Sarah L. Whitehouse, and Ross W. Crawford. "Morbid
obesity in total hip arthroplasty: redefining outcomes for operative time, length of stay, and
readmission." The Journal of arthroplasty 31, no. 9 (2016): 1949-1953.
Kite, James, Anne Grunseit, Erika Bohn-Goldbaum, Bill Bellew, Tom Carroll, and Adrian
Bauman. "A systematic search and review of adult-targeted overweight and obesity prevention
mass media campaigns and their evaluation: 2000–2017." Journal of health communication 23,
no. 2 (2018): 207-232.
Kornfield, Rachel, Glen Szczypka, Lisa M. Powell, and Sherry L. Emery. "Televised obesity-
prevention advertising across US media markets: exposure and content, 2010–2011." Public
health nutrition 18, no. 6 (2015): 983-993.
Krumeich, Anja, and Agnes Meershoek. "Health in global context; beyond the social
determinants of health?." Global health action 7, no. 1 (2014): 23506.
Leslie, Eva, Anthea Magarey, Timothy Olds, Julie Ratcliffe, Michelle Jones, and Lynne Cobiac.
"Community-based obesity prevention in Australia: Background, methods and recruitment
outcomes for the evaluation of the effectiveness of OPAL (Obesity Prevention and
Lifestyle)." Advances in Pediatric Research 2, no. 3 (2015): 1-16.
Live Lighter. 2019. Background of the LiveLighter campaign. Retrieved from
https://livelighter.com.au/About/Background
Moser, Susanne C. "Reflections on climate change communication research and practice in the
second decade of the 21st century: what more is there to say?." Wiley Interdisciplinary Reviews:
Climate Change 7, no. 3 (2016): 345-369.

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Sullivan, Elizabeth A., Jan E. Dickinson, Geraldine A. Vaughan, Michael J. Peek, David
Ellwood, Caroline SE Homer, Marian Knight et al. "Maternal super-obesity and perinatal
outcomes in Australia: a national population-based cohort study." BMC pregnancy and
childbirth 15, no. 1 (2015): 322.