Hard hitting campaign tackling obesity-related health challenges
Graphic advertisements showing the damaging impact of toxic fat on the body are the centre of a new campaign to address the obesity epidemic in South Australia.
The confronting ads, screening television from Sunday 29 June, takes people inside their own bodies and shows the toxic build up of visceral fat on internal organs caused by obesity, particularly an unhealthy diet. The images are from real footage taken during medical procedures in Australia.
The campaign comes as our latest data shows 66 per cent of adults and 37.1 per cent of children across South Australia are living with overweight or obesity.
Obesity puts people at greater risk of many diseases and health problems, including cancer, heart disease and type 2 diabetes.
We know weight is a sensitive topic; while consultation has consistently shown that the campaign does not contribute to weight stigma, we can’t shy away from the very real health impacts of obesity.
We want this campaign to kickstart a conversation about obesity and spark action here in South Australia.
The Toxic Fat ad is just one part of a multilayered strategy being supported by the South Australian Obesity Prevention Collaborative. The Collaborative was established to take action on obesity in our state and is made up of partners including Cancer Council SA and the South Australian Health and Medical Research Institute (SAHMRI).
The ads will run on TV, radio, billboards and social media, aiming to increase awareness of the impact of toxic fat and prompt South Australians to eat well and move more to improve their health.
While the ads serve to increase awareness of the impact of toxic fat and prompt South Australians to eat well and move more to improve their health, the broader strategy will also take action to address known systematic and environmental causes of obesity to make healthier choices easier across the state.
The strategy adopts parts of the proven evidence-based LiveLighter public health campaign which has been successfully running in Western Australia for more than a decade, and has also run in ACT and Victoria.
The results of this campaign are proven, after years running interstate we know that people who see the ads are more aware of the serious health consequences of obesity.
The ads will direct South Australians to the comprehensive LiveLighter website where they can access tools and information to eat well, be more active and live well including accredited dietician developed recipes, meal planners and workout builders.
For individuals, taking even a small step towards eating well and moving your body more can make a big difference to your health.
Visit the LiveLighter website to start living lighter today.
For more information about the campaign's design and delivery in South Australia, visit our LiveLighter webpage.