LiveLighter Campaign: Development of the social marketing campaign and results (#13)
Aim: To implement a comprehensive social marketing campaign to address unhealthy weight in adults in Western Australia.
Methods: The campaign has employed similar strategies to those used by successful social marketing campaigns designed to reduce the prevalence of smoking. Paid media advertising, that graphically portrays the negative health effects of excess visceral fat, has been complemented by generating unpaid media coverage. The campaign has also identified three priorities for advocacy that will be promoted over a period of three years. A dedicated campaign website provides important information on the role of healthy eating and physical activity in achieving a healthy weight. A website application provides advice on healthy eating and physical activity tailored to the requirements of individuals.
Results: The impact of the campaign will be assessed with bi-monthly telephone surveys of 1000 adults, with the State of Victoria acting as a control community, and from August 2013, from a cohort of 1500 adults followed until March 2014.
Conclusions: Data from the bi-monthly surveys, and the cohort study, will be presented together with responses to the campaign from stakeholders and the junk food and drinks industries.