We have relaunched a new LiveLighter® campaign targeting junk food delivery services, to encourages West Australians to make quick, tasty and nutritious meals at home instead.
Our LiveLighter Senior Campaign Coordinator, James Stevens-Cutler, said the campaign encourages West Australian adults to lead healthier lives by reducing junk food intake and preparing healthy meals at home instead.
“The new campaign was developed by Cancer Council WA after extensive research and consultation with members of the public, public health professionals, medical clinicians and advertising experts,” Mr Stevens-Cutler said.
“Only one in two people are aware that overweight and obesity is a risk for cancer. The LiveLighter® campaign informs the community about cancer risks and encourages people towards healthier behaviours.
“By depicting people at the point of decision, the ad aims to empower the audience to prepare a quick and nutritious meal rather than ordering unhealthy takeaway food.”
Mr Stevens-Cutler said that in early 2019, around one third (35%) of West Australians were using meal delivery services, but by the end of 2020 this number has risen to more than half (51%) of all West Aussies ordering meal delivery such as via apps like Uber Eats, Menulog and Deliveroo .
“Food delivery apps are slowly creeping into regional WA,” he said.
“We have seen a rise in the number of these services which not only let people order junk food at the push of a button, but also add to the endless amount of unhealthy food promotions we see in the community.”
This campaign focuses on the potential serious health consequences that can result from carrying excess body fat and the practical steps individuals can take to avoid weight gain by selecting healthy options instead.
Research has shown that 13 types of cancer are more common in people with overweight and obesity, including cancers of the oesophagus, breast, liver, gallbladder, kidney, bowel, multiple myeloma, meningioma, thyroid, gastric cardia, pancreas, ovaries and uterus.
A longer duration of carrying excess body fat during adulthood is also associated with an increased risk of developing cancer.
The campaign will be seen in metro and regional areas throughout Western Australia. It will run across all major TV and radio networks, as well as supporting channels such as AFL media, bus stops, cinemas and various digital and social media platforms. It will run from today until Saturday 2nd July 2022.