Campaign Lessons from Australia Terry Slevin Education and Research Director Cancer Council Western Australia On behalf of the Live Lighter Team Source Tomlin S Joyce S and Radomiljac A 2016 Health and Wellbeing of Adults in Western Australia 2015 Overview and Trends Department of Hea ID: 541970
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Slide1
The LiveLighterCampaign: Lessons from Australia
Terry Slevin, Education and Research Director Cancer Council Western Australia. On behalf of the Live Lighter TeamSlide2
Source: Tomlin S, Joyce S and Radomiljac A 2016. Health and Wellbeing of Adults in Western Australia 2015, Overview and Trends. Department of Health, Western AustraliaSlide3
Reminder - Comprehensive ApproachSlide4
Year
Campaign Phase
Main Ad
Supporting Ads
Ads Aired
TARPs
Survey Period
Survey
Sample
Sample by Phase
2012Baseline May/JunN=1,003Baseline: N=1,003 Phase 1Toxic fatWalk; SnacksJun/Jul1,033 End Jul/AugN=1,002 Toxic fatDrive thru, Stairs, WebsiteSep/Oct662End Sep/OctN=1,001Phase 1a: N=2,0032013 Toxic fatWalk; Snacks, Drive thru, Stairs, WebsiteJan-Apr1,504May/JunN=1,504Phase 1b: N=1,504 Phase 2Sugary drinks Jul/Aug1,138 Sugary drinksWalk; Drive thru, StairsSep/Oct957Oct/NovN=508 2014 Sugary drinksWalk; Drive thru, StairsFeb-May2,031Mar/AprN=501Phase 2: N=1,009 Phase 3Toxic fat; Sugary drinksWalk; Snacks, Drive thru, StairsSep-Nov1,814Oct/NovN=1,003Phase 3: N=1,0032015 Toxic fat; Sugary drinks?Feb-Apr? Toxic fat; Sugary drinks?Oct/Nov? 2016Phase 4Fast food: Meals, Snacks, TreatsFast food: Snacks, TreatsApr/May1,207May/JunN=500Phase 4: N=500 Fast food: Meals, Snacks, TreatsFast food: Snacks, TreatsJun/Jul?
Overview of independent campaign evaluationSlide5
F
igure 1: Seen a TV ad about being overweight in the past month: cut-through, by study phase
F
igure 2: Unprompted awareness
,
by study phase
Cutting through a crowded spaceSlide6
F
igure 3: Overall
F
igure 4: by parental status
F
igure 5: by BMI
*Significant difference compared to not overweight (
†
) at
p
<0.05.Total awareness (prompted + unprompted)Slide7
F
igure 12: Proportion of respondents who agreed overweight is a likely risk factor for heart disease, type 2 diabetes and cancer, by study phase
Knowledge of link between overweight and chronic diseaseSlide8
Morley B, Niven P, Dixon H, Swanson M, Szybiak M, Shilton T, Pratt IS, Slevin T, Hill D, Wakefield M. Population-based evaluation of the 'LiveLighter' healthy weight and lifestyle mass media campaign. Health Educ Res. 2016 Apr;31(2):121-35Slide9
Increased behavioural strategies to reduce junk food consumption (Cohort)
Confidential –
new data not
for
tweeting please
Adults were more likely to avoid purchasing food items from the outlets depicted in the campaign.Slide10
Social Marketing Theory
Thanks to Prof Mel WakefieldSlide11
Sugary drinks tax - Place a healthy levy on sugary drinks to increase the price by 20%.Regulation of advertising to children - Legislate to implement time-based restrictions on exposure of children (under 16 years of age) to unhealthy food and drink marketing on free to air television up to 9:00 pm.
Reformulation - Set clear reformulation targets for food manufacturers, retailers and caterers with established time periods and regulation to assist compliance if not met.
Mandatory FOP labelling - Make the Health Star Rating System mandatory (where use is not widespread by July 2019).
Active travel -
Develop and fund a comprehensive national active travel strategy to promote walking, cycling and use of public transport.
Social marketing campaign -
Fund high impact, sustained public education campaigns to improve attitudes and behaviours around diet, physical activity and sedentary behaviour.
Obesity prevention taskforce -
Establish obesity prevention as a national priority, with a national taskforce, sustained funding, regular and ongoing monitoring and evaluation of key measures and regular reporting around targets.
Comprehensive guidelines regarding diet and activity -
Develop, support, update and monitor comprehensive and consistent diet, physical activity and weight management national guidelines.Obesity Policy Consensus PrioritiesSlide12
ACKNOWLEDGEMENTS Maria SzybiakJenny AtkinsGianna ChiffelleClare ClarkeEvonne Dart Anne FinchAmelia HarrayAngela Kirkham Elizabeth PalmerSteve Pratt Trevor Shilton
Terry SlevinMaurice SwansonAndrea WesternBelinda MorleyHelen DixonMelanie Wakefield
Department of Health WAAboriginal HealthHeart Foundation (WA)Cancer Council Western AustraliaCarat
Creative ADM
Centre for Behavioural Research in Cancer
Eduka
Gatecrasher
Healthway
Michael Murphy Research
Survey Research Centre, ECU Joondalup
Shelley Guy ProductionsWA Cancer Prevention Research UnitSlide13
Thank you for listeninghttps://livelighter.com.au/
Terry Slevin Terry@cancerwa.asn.au
Maria Szybiak Maria.Szybiak@heartfoundation.org.au
Steve Pratt
spratt@cancerwa.asn.au
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Answers to potential questionsSlide15
More Campaign dataCOST - LiveLighter budget $AU 3 million pa or $2.28 million USD or 2.1 million Euros or US$1.13 per capita
in WA The LiveLighter brand has been licensed (used by) Australian jurisdictions Victoria, ACT, NT
Elements have been purchased byNew York and Queensland Slide16
Slide17
Perceptions of Overweight: “Adverse Consequences” ?
F
igure 16
: Proportion of respondents who agreed with various attributions
concerning
overweight, by study
phaseSlide18
F
igure 17: Proportion of respondents who agreed with perceptions of overweight compared with ‘healthy’ weight individuals, by study phase
Perceptions of
Overweight: “Adverse consequences” ?