MCM507 - Analysis of Live Lighter Health Communication Campaign

This report provides an in-depth analysis of the Live Lighter health campaign, an initiative by the Western Australian government to combat obesity and promote healthy lifestyles. The analysis covers the campaign's background, relevant literature, key stakeholders, existing data, communication strategies, and campaign channels. It highlights the campaign's use of television, radio, mass media, and social media to raise awareness and encourage behavior change. The report also includes strategic recommendations to enhance the campaign's effectiveness, such as increasing partnerships with media houses, arranging local health campaigns, segmenting the campaign for different age groups, and counseling sessions with healthcare influencers. The goal is to provide insights and suggestions for improving the Live Lighter campaign and informing future public health communication efforts. Desklib is a valuable platform for students seeking similar solved assignments and study resources.

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

1HEALTH COMMUNICATION
Table of Contents
Section A: Analysis.............................................................................................................2
1. Overview of the client...............................................................................................2
2. Analysis of relevant literatures..............................................................................3
3. Analysis of key stakeholders..................................................................................5
4. Analysis of relevant data........................................................................................5
5. Analysis of communication strategies...................................................................6
6. Campaign channel analysis....................................................................................6
Section B: Strategic recommendations................................................................................7
References............................................................................................................................8

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Section A: Analysis
1. Overview of the client
In this age of globalization, lifestyle-related concerns and issues are affecting both mental
and physical health of individuals (Krumeich & Meershoek, 2014). Due to lifestyle stress,
competition in education, career, health and every important aspect of life, people have no time
for healthy food, nutrition, physical exercise, and other important factors that make people
healthy. As per the data collected from Australian Institute of Health and Welfare(2019), more
than one-third of entire Australian community consumes junk food and the servings they
consume each day is 2.7 serves per way that is higher than the recommended dose of junk food
for a healthy lifestyle.
This was the primary aim of Live Lighter health campaign that was developed in the year
2011 by the Western Australia healthcare department and was supported by the cancer council of
Western Australia (Live Lighter, 2019). The primary aim of this campaign was to encourage
people to stay healthy active and eat fresh and healthy nutritious food. The aim of this healthcare
campaign was developed on the basis of recent healthcare surveys, behavioral change theory,
recent literature reviews and the healthcare consequences of obesity and overweight (Live
Lighter, 2019).
The Live Lighter campaign is currently spreading awareness to the thousands of Western
Australian communities by running a television advertisement as well as is using YouTube
channel and newspaper advertisements to spread the awareness in the entire community (Live
Lighter, 2019). As per the Australian Institute of Health and Welfare(2019) the advertisement for

3HEALTH COMMUNICATION
Live Lighter campaign is effective in making people aware of their unhealthy life choices and as
per the data, between 2012 and 2016, more than 7000 people have been registered to the
healthcare campaign of the Live Lighter healthcare promotional event (Live Lighter, 2019).
2. Analysis of relevant literature
Obesity and a less active lifestyle have become the major concern for the global health
community nowadays as, the report of World Health Organization (2019) mentions that majority
of the countries are suffering from obesity and associated diabetes, overweight and other
secondary symptoms. More than 39% of adults of the world community is overweight and within
that 19% is suffering from severe obesity. 650 million people are at the risk of developing severe
health complications due to obesity and 340 million children are overweight and obese nowadays
9World Health Organization, 2019). Western Australia is also suffering from such complications
as more than 40% of people living in the region were registered as obese in the year 2014 and
more than 27% people were found overweight as per the data of 2015 (Ww2.health.wa.gov.au,
2019).
As per Stoddart and Evans (2017), nowadays people lead a busy lifestyle and hence they
are not aware of their health, diet nutrition and concerned only about their career, education and
other fundamental needs. Therefore, the application of healthcare promotional campaigns has
become a sole and effective strategy so that people start thinking about their life and their health
(Stoddart & Evans, 2017). As per Austin and Pinkleton (2015), mass media, social media, and
other promotional events are helpful in determining effective, efficient and influencing the
people so that they could make choices depending on their healthcare needs and goals (Gough et

4HEALTH COMMUNICATION
al., 2017). Further De Mooij (2018) also mentioned that application of advertisements and
television commercials have the potential to shape the thinking of communities as the theoretical
or the communication strategy they use, directly affects the listeners or viewers and hence,
effective awareness could be delivered. In recent literature by Sampogna et al. (2017) aimed to
understand the effectiveness of mass media and social media campaigns in delivering the
healthcare needs and influencing the community for their growth and development.
Analysis of key stakeholders
While discussing the key stakeholders of the Live Lighter healthcare campaign, the
contribution of Western Australian department of healthcare, the heart foundation of Western
Australia and the cancer council of Western Australia should be mentioned
(Ww2.health.wa.gov.au, 2019). With the contribution of these three governmental and non-
governmental organizations, the Live Lighter campaign was developed. Further, the primary
target audience of this campaign was adults and older adults, as well as teenagers with improper
diet and lifestyle habits as Mueller et al. (2014), mentions that these age groups are at higher risk
for developing healthcare concern and hence, they were targeted. Further the statistical data
collected from the Australian Institute of Health and Welfare (2019) indicated that more
than 14% of males and 15.2% of females were inactive in their life and hence, their chances
of developing obesity, diabetes, cardiovascular disease increases. The rate of obesity also
indicated the fact that the majority of the individuals were not aware of their unhealthy
lifestyle and associated risk factor as 63.4% of adults in the Australian community was
overweight. Therefore, in such a situation, it is important to provide awareness to the

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communities so that they could develop healthy habits and lifestyle (Australian Institute of
Health and Welfare, 2019).
3. Analysis of relevant data
Health literacy is an effective mean of developing awareness and providing the people
with ability, skills, and information so that in crucial healthcare conditions, they could utilize this
knowledge to overcome their crucial health conditions. By achieving health literacy, not only the
person who has received the knowledge, but the entire community or generations could be
educated (Tennant et al., 2015). Moreover, it helped the Western Australian community to
be aware of their lifestyle and associated health consequences. Behavioral change is the
base of this healthcare promotional campaign which helps the target audience to overcome
their unhealthy and contemporary lifestyle and then implement change so that through
active physical lifestyle, healthcare complication of the community could be addressed
(Live Lighter, 2019). Hence, providing health literacy is the most effective means of educating
the community about their lifestyle changes and imposing healthy habits in their personality. as
mentioned in an earlier section, majority of the Australian is associated with binge junk food
consumption, less physical activity and other unhealthy habits, that indicated to the fact that the
community of Western Australia required a healthcare campaign so that through the promotional
event. They could develop healthy physical and diet-related habits for their improved health
conditions (Freeman et al., 2015). The research findings indicated that majority of the
people, who were associated with junk foods and unhealthy diet habits were able to
maintain healthy habits and were able to quit their less active lifestyle
(Ww2.health.wa.gov.au, 2019). Further, it also showed that through the lifestyle changes in

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the communities, the campaigns were able to include behavioral changes in the participants
and provided them with interventions to improve their diet and physical activities (Arora
et al., 2014).
4. Analysis of communication strategies
The Live Lighter campaign is a health promotional program which targets the unhealthy
food and lifestyle of western Australian communities so that through the provided awareness and
education about the process, they could develop healthy diet and lifestyle habits (Live Lighter,
2019). For this purpose, the healthcare campaign utilizes the television channels, radio
frequencies, mass media, and social media so that all the generations associated to these media
sources could be provided with detailed awareness and interventions to maintain a healthy and
active lifestyle (Adewuyi & Adefemi, 2016). Therefore, through this promotion, it ensures
that the majority of the community members could be provided with effective health
literacy for their growth and developments. Hence, with the help of these communication
and campaigning strategies, the healthcare campaign aimed to provide people with skills so
that they could change their lifestyle. Further, it also helped to start the healthy diet and
nutritious food associated communication which was important for the healthcare
community (Live Lighter, 2019).
5. Campaign channel analysis
The campaign Live Lighter uses mass media, social media and television, and radio
frequencies to spread the education, literacy, and interventions so that through the application of
these, communities could develop healthy and effective lifestyle (Live Lighter, 2019). As per

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Micheli (2016), the majority of the teenagers and adult community are associated with the
above-mentioned media channels and hence utilizing these channels would help to spread the
message to the majority of the community (Robertson, 2015). Further, by application of these
various media channels would help to spread the message not only to the readers, listeners or
viewers but also to the community around them, so that effective communication among the
society could be developed (Live Lighter, 2019). Besides the data indicated to the fact that
majority of the primary and secondary healthcare complications in Western Australia such
as cardiac disorders, diabetes condition, and several cancer conditions were registered in
people with a severe level of obesity and overweight condition (Ww2.health.wa.gov.au,
2019).
Section B: Strategic recommendations
The above analysis of Live Lighter health campaign determines that to make people aware of
their unhealthy lifestyle and improper diet and nutrition habits, the proper media campaign is an
effective tool as the majority of the population was made aware of their lifestyle loopholes.
However, from 2012 to 2106, only 7000 people were registered to the campaign, therefore the
recommendations would be:
1. By increasing the partnership with media houses so that the frequency of the
advertisements could be increased.
2. Arranging local health campaigns with one counselor and healthcare physician and then
announcing the healthy habits and interventions which could help them to reduce their
ailments.

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3. Segmenting the campaign for teenagers, adults and older adults so that with specific goal
and target, the majority of such population could be involved in the healthcare
campaigns.
4. Arranging counseling sessions with local healthcare influencers so that they could be
provided with strategies to influence a majority of the population to achieve healthcare.

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References
Adewuyi, E. O., & Adefemi, K. (2016). Behavior change communication using social media: a
review. International Journal of communication and health, 9, 109-16. Retrieved from:
https://www.researchgate.net/profile/Emmanuel_Adewuyi2/publication/
306106636_Behavior_Change_Communication_Using_Social_Media_A_Review/links/
57b1d7bc08aeb2cf17c57b10.pdf
Arora, A., Nguyen, D., Do, Q. V., Nguyen, B., Hilton, G., Do, L. G., & Bhole, S. (2014). ‘What
do these words mean?’: A qualitative approach to explore oral health literacy in
Vietnamese immigrant mothers in Australia. Health Education Journal, 73(3), 303-312.
DOI: https://doi.org/10.1177%2F0017896912471051
Austin, E. W., & Pinkleton, B. E. (2015). Strategic public relations management: Planning and
managing effective communication campaigns. Routledge. Retrieved from:
https://content.taylorfrancis.com/books/download?dac=C2011-0-16798-
X&isbn=9781317625308&format=googlePreviewPdf
Australian Institute of Health and Welfare. (2019). Australia's health 2018, Physical inactivity -
Australian Institute of Health and Welfare. Retrieved from
https://www.aihw.gov.au/reports/australias-health/australias-health-2018/contents/
indicators-of-australias-health/physical-inactivity
Australian Institute of Health and Welfare. (2019). Food & nutrition Overview - Australian
Institute of Health and Welfare. Retrieved from
https://www.aihw.gov.au/reports-data/behaviours-risk-factors/food-nutrition/overview

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De Mooij, M. (2018). Global marketing and advertising: Understanding cultural paradoxes.
SAGE Publications Limited. Retrieved from: https://books.google.co.in/books?
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niti&ots=46ik4c8IxT&sig=ypy4Bea9CfO1HuaHcT_9sc-cjBg#v=onepage&q&f=false
Freeman, B., Potente, S., Rock, V., & McIver, J. (2015). Social media campaigns that make a
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(2017). The impact of social marketing campaigns on reducing mental health stigma:
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