Background: The Victorian LiveLighter campaign, launched in August 2014, is targeted toward adults aged 25-49 and takes a negative health consequences approach to obesity prevention.
Methods: Using a pre-post cohort design with comparison state, population surveys (n=1,000) were undertaken in the campaign (Victoria) and the comparison states (South Australia - SA) with respondents followed-up after the first campaign burst (Victoria N=715; SA N=787).
Results: LiveLighter reached 62% of Victorian adults in the target age-range and adults were not differentially exposed by gender, BMI, location or SES (p>0.05). The campaign was believable (91%) to almost all respondents who saw it and made a strong argument for reducing weight (87%) while fewer agreed it made them uncomfortable (30%). More than half (56%) agreed the campaign was relevant to them and self-relevance was positively related to BMI (p<0.05). There was a four-fold greater increase among Victorian adults compared to those in the comparison state in correctly identifying ‘toxic fat’ as a consequence of overweight and increased knowledge of the link between overweight and cancer in the comparison state (p<0.05). Intentions to increase activity or reduce intake did not change (p>0.05). Importantly, there was no evidence of the negative unintended consequences assessed (p>0.05) and support for such campaigns was high (92%).
Conclusions/Implications: Evidence suggests LiveLighter resonated with the target audience of those most at risk of weight-related chronic disease. The campaign achieved the major objective of increased knowledge of the health consequences of overweight. There was no evidence of increased intentions to adopt lifestyle changes to reduce the risk, at this stage. Given behavioural theory suggests knowledge may precede intention and behaviour change, these findings provide some evidence that with continued investment LiveLighter could positively impact the diet and activity behaviour of Victorian adults in the longer-term, leading to improved health outcomes.