University of Adelaide, Adelaide, SA, Australia.
Health Policy Centre, South Australian Health and Medical Research Institute, Adelaide, SA, Australia.
Health Promot J Austr. 2022 Jan;33(1):34-39. doi: 10.1002/hpja.453. Epub 2021 Jan 21.
The LiveLighter healthy weight and lifestyle social marketing campaign, developed in Western Australia, employs graphic advertising to communicate negative health effects of overweight and motivate behaviour change. This study extends prior evidence of the effectiveness of the LiveLighter campaign by evaluating its implementation in a new jurisdiction.
A controlled cohort design was employed in intervention (Vic) and comparison states (SA), with and without campaign exposure. Population surveys conducted at baseline (BL) (n = 1000 each state), had 75% retention at follow-up (FU) (Vic: n = 715; SA: n = 787).
Total campaign awareness was moderate (61.5%). Exposed respondents indicated the campaign was "believable" (91.0%), made a strong argument for reducing weight (87.3%), made them "stop and think" (70.1%), motivated action to reach/stay a healthy weight (59.1%) and was "relevant" (55.6%). The proportion of respondents indicating "toxic fat build up" was a health consequence of overweight increased significantly from BL to FU in Vic and to a lesser extent in SA (Vic:55.7% vs 75.9%; SA:58.1% vs 62.6%, interaction P < .001). The proportion indicating cancer is a health consequence of overweight increased significantly from BL to FU in Vic, but not in SA (Vic:77.1% vs 83.4%; SA:77.8% vs 78.1%, interaction P < .05).
This study extends the evidence base for the LiveLighter campaign. Sustained campaign activity with clear behavioural recommendations is required to translate improved knowledge into behaviour change.
Evidence-based mass media campaigns can positively impact health behaviours to address the unsustainable increasing burdens of unhealthy weight, dietary risk and inadequate physical activity. A National Obesity Campaign is needed and LiveLighter is a ready-made, relevant Australian resource.
在西澳大利亚开发的 LiveLighter 健康体重和生活方式社会营销活动利用图形广告来传达超重对健康的负面影响，并激励行为改变。本研究通过评估 LiveLighter 运动在新司法管辖区的实施情况，扩展了该运动有效性的先前证据。
采用干预（Vic）和比较州（SA）的对照队列设计，有或没有活动暴露。在基线（BL）进行的人口调查（每个州 1000 人），在随访（FU）时保留了 75%（Vic：n=715；SA：n=787）。
总活动意识中等（61.5%）。暴露于活动的受访者表示该活动“可信”（91.0%），强烈主张减轻体重（87.3%），使他们“停下来思考”（70.1%），激励他们采取行动以达到/保持健康体重（59.1%），并且“相关”（55.6%）。表示“有毒脂肪堆积”是超重对健康的影响的受访者比例从 BL 到 FU 在 Vic 显著增加，在 SA 则略有增加（Vic：55.7%比 75.9%；SA：58.1%比 62.6%，交互 P<0.001）。从 BL 到 FU 在 Vic 中，表明超重是癌症对健康的影响的受访者比例显著增加，但在 SA 中没有增加（Vic：77.1%比 83.4%；SA：77.8%比 78.1%，交互 P<0.05）。
本研究扩展了 LiveLighter 运动的证据基础。需要持续开展具有明确行为建议的活动，将知识的提高转化为行为的改变。
基于证据的大众媒体运动可以对健康行为产生积极影响，以应对不健康体重、饮食风险和身体活动不足的负担不断增加的问题。需要一个国家肥胖运动，而 LiveLighter 是一个现成的、相关的澳大利亚资源。
