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Edgar Allan Poe/Sullivan's Island Library
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West Ashley Library
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Wando Mount Pleasant Library
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Village Library
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St. Paul's/Hollywood Library
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Otranto Road Library
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Hurd/St. Andrews Library
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John L. Dart Library
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Baxter-Patrick James Island
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Further evidence from the LiveLighter ® campaign: A controlled cohort study in Victoria and South Australia.
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- Author(s): Miller C;Miller C;Miller C; Caruso J; Caruso J; Dono J; Dono J; Dono J; Morley B; Morley B; Wakefield M; Wakefield M; Dixon H; Dixon H; Ettridge K; Ettridge K; Ettridge K
- Source:
Health promotion journal of Australia : official journal of Australian Association of Health Promotion Professionals [Health Promot J Austr] 2022 Jan; Vol. 33 (1), pp. 34-39. Date of Electronic Publication: 2021 Jan 21.- Publication Type:
Journal Article- Language:
English - Source:
- Additional Information
- Source: Publisher: Wiley Country of Publication: Australia NLM ID: 9710936 Publication Model: Print-Electronic Cited Medium: Internet ISSN: 1036-1073 (Print) Linking ISSN: 10361073 NLM ISO Abbreviation: Health Promot J Austr Subsets: MEDLINE
- Publication Information: Publication: 2018- : Milton, Queensland : Wiley
Original Publication: West Perth, WA : Australian Association of Health Promotion Professionals, - Subject Terms:
- Abstract: Issue Addressed: 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.
Methods: 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).
Results: 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).
Conclusions: 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.
So What: 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.
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Morley BC, Niven PH, Dixon HG, Swanson MG, McAleese AB, Wakefield MA. Controlled cohort evaluation of the LiveLighter mass media campaign’s impact on adults’ reported consumption of sugar-sweetened beverages. BMJ Open. 2018;8:e019574.
Morley B, Niven P, Dixon H, Swanson M, Szybiak M, Shilton T, et al. Association of the LiveLighter mass media campaign with consumption of sugar-sweetened beverages: cohort study. Health Promot J Aust. 2019;30(S1):34-42. https://doi.org/10.1002/hpja.244.
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Durkin S, Brennan E, Wakefield M. Mass media campaigns to promote smoking cessation among adults: an integrative review. Tob Control. 2012;21(2):127-38.
Kite J, Grunseit A, Bohn-Goldbaum E, Bellew B, Carroll T, Bauman A. A systematic search and review of adult-targeted overweight and obesity prevention mass media campaigns and their evaluation: 2000-2017. J Health Comm. 2018;23(2):207-32.
Stead M, Angus K, Langley T, Katikireddi SV, Hinds K, Hilton S, et al. Mass media to communicate public health messages in six health topic areas: a systematic review and other reviews of the evidence. Pub Health Res. 2019;7(8).
Ajzen I, Fishbein M. Understanding attitudes and predicting social behavior. NJ: Prentice-Hall; 1980.
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Durkin S, Wakefield M, Commentary on Sims et al. (2014) and Langley et al. (2014): mass media campaigns require adequate and sustained funding to change population health behaviours. Addiction. 2014;109(6):1003-4. - Grant Information: Victorian Department of Health and Human Services; Cancer Council's Beat Cancer Project on behalf of its donors; the State Government through the Department of Health and; the Australian Government through the Medical Research Future Fund
- Contributed Indexing: Keywords: cohort studies; evaluation; health behaviour; mass media; obesity; overweight
- Publication Date: Date Created: 20201228 Date Completed: 20220121 Latest Revision: 20220121
- Publication Date: 20221213
- Accession Number: 10.1002/hpja.453
- Accession Number: 33369816
- Source:
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