LiveLighter® is a comprehensive healthy lifestyle promotion and education program, funded by the Western Australian (WA) Department of Health since 2012, and delivered by Cancer Council WA. To address the low proportion of WA adults meeting Australian physical activity (PA) guidelines, Cancer Council WA developed ‘Move More’ – a LiveLighter® digital media campaign focusing on the intrinsic and short-term benefits of PA.
Eight videos were developed for the campaign across two waves of advertising (2024 and 2025); the videos included community members describing what motivates them to move. ‘Move More’ aimed to represent people not often shown in PA promotion and inspire people to find personally motivating reasons to maintain movement in their routine. Intrinsic benefits of PA such as improving mental health, increasing energy and social connection were highlighted. Both waves ran across digital channels, including catch-up TV, YouTube, Meta, TikTok, on relevant websites, and digital audio, and were evaluated through two post-campaign non-probability online surveys (T2, T3) with population weighting.
Respondents at T2 and T3 with campaign awareness were significantly more likely than those without awareness to intend to be more physically active (T2 66% cf. 44%; T3 66% cf. 48%); and to have been physically active for longer than usual (T2 21% cf. 12%; T3 20% cf. 10%). Respondents at T2 with campaign awareness were significantly more likely than those without awareness to have met the overall Australian PA guidelines (27% cf. 43%). Respondents at T2 and T3 with campaign awareness reported significantly increased participation in vigorous physical activity and meeting the vigorous PA guideline than those without awareness.
The development of a digital media campaign involving community members that highlights co-benefits of PA achieved positive changes to behaviour. Given the importance of PA to health, learnings from the development of campaigns such as this are important.