We have launched a new LiveLighter® campaign targeting junk food delivery services, with new data revealing the marketing spend by food delivery brands has increased by 290 per cent since 20171. The campaign encourages West Australians to make quick, tasty and nutritious meals at home instead.
Our CEO Ashley Reid said the new LiveLighter® campaign encourages West Australian adults to lead healthier lives by eating well and being active.
“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 Reid said.
“Only one in two2 people are aware that carrying excess body fat is a risk for cancer, so it’s our duty to inform the community about cancer risks and encourage 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 takeaway junk food.”
Mr Reid said that in early 2019, around one third (35 per cent) of West Australians were using meal delivery services, but by the end of 2020 this number has risen to more than half (51 per cent) of all West Aussies ordering meal delivery such as via apps like Uber Eats, Menulog and Deliveroo3.
“Recently, particularly during the pandemic lockdown, we have seen a rise in the number of food delivery apps 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,” he said.
“This campaign focuses on the potential serious health consequences that can result from being above a healthy weight and the practical steps individuals can take to avoid weight gain by selecting healthy options instead.”
Upper Gastrointestinal and Bariatric Surgeon, Mr Krishna Epari, said the links between toxic fat and cancer are clear, but so are the steps needed to reduce a person’s risk.
“Research has shown that 13 types of cancer are more common in people who are above a healthy weight, including cancers of the oesophagus, breast, liver, gallbladder, kidney, bowel, multiple myeloma, meningioma, thyroid, gastric cardia, pancreas, ovaries and uterus,” Mr Epari said.
“A longer duration of being overweight during adulthood is also associated with an increased risk of developing cancer.”
The new 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, shopping centres and various digital and social media platforms. It will run from today until Saturday 15 May 2021.