LiveLighter Campaign: Development of the social marketing campaign and results

LiveLighter Campaign: Development of the social marketing campaign and results

LiveLighter Campaign: Development of the social marketing campaign and results (#13)

Maurice Swanson ¹ , Maria Szybiak ¹ , Belinda Morley ²

Heart Foundation, Subiaco, WA, Australia
Centre for Behavioural Research in Cancer, Cancer Council Victoria, Melbourne

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.

Authors contributing to this presentation.

Swanson, M

Maurice Swanson MPH, Grad Dip Nutrition & Dietetics, Grad Dip Hlth Sci, BSc Chief Executive, National Heart Foundation of Australia, WA Division and the Foundation’s national spokesperson on tobacco control. Formerly Director Health Promotion Services, Health Department of Western Australia (1989–1997). Mr Swanson was responsible for the management of the Health Promotion Services Branch including the planning, development, delivery and evaluation of statewide health promotion programs and campaigns. Campaigns included Quit, 2 Fruit and 5 Veg, Drinksafe, Respect Yourself, Drug Aware and Smoke Free WA. He was also responsible for establishing the Health Department’s Healthway Sponsorship Team. Mr Swanson is a former State President of PHA, Immediate Past Chair of the Health Advisory Committee, Healthway, and Deputy Chair of the Healthway Board until December 2011. He is Honorary Secretary of the Australian Council on Smoking and Health and Board member of Action on Smoking and Health (Australia), and has participated in a wide range of other organisations and committees. Mr Swanson has 33 years experience in public health.

LiveLighter Campaign: Development of the social marketing campaign and results (#13)

Swanson, M

Szybiak, M

Morley, B

LiveLighter Campaign: Development of the social marketing campaign and results (#13)

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Swanson, M

Szybiak, M

Morley, B

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