Background:
Obesity is a complex issue and with multi-faceted. While education is an essential element, alone it is inadequate to counter the influence of the obesogenic environment. However, social marketing campaigns can also be useful in shifting public demand for policies that promote healthy choices. We present a case study where a public education campaign can change individual behaviour and increase community support for policy.
Methods:
LiveLighter is a hard-hitting, evidence-based social marketing campaign to address overweight, poor diets and sedentary behaviour. Strategies include mass media campaigns, training for health professionals, practical tools for individuals and advocacy initiatives. LiveLighter aims to change social norms by shifting individuals’ behaviour, driving the community’s desire for healthier environments and to influence policy makers in taking action. This goes beyond traditional social marketing campaigns, where the focus is predominantly on the individual. Over a 12 month period of LiveLighter activity within Victoria a number of broad outcome measures were analysed.
Results:
The 2015-2016 Victorian LiveLighter mass media campaign led to a population level reduction in sugary drink consumption, reflecting the key intent of the campaign. Other, less tangible measures of the campaign success included: 183 health professionals upskilled in weight management techniques though LiveLighter training, push back from the processed food industry, and new engagement with non-traditional stakeholders including; politicians and community groups, the media (478 pieces of unpaid media coverage), campaign supporters (77 organisations), and the public (813 emails).
Conclusion:
While public education is a critical element for reducing obesity rates a strategically planned dynamic social marketing campaign can also play a much larger role in changing the environment and increasing political interest and public dialogue around obesity and overweight leading to engagement in the role of public health policies to address obesity.