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. This paper describes the comprehensive formative evaluation process undertaken to develop the latest TV-led media campaign.
First, previous campaign evaluations and research reports were reviewed and summarized. These identified increased knowledge over time about harms associated with overweight and obesity, unhealthy diet and physical inactivity, as well as findings that those with a higher body weight and regular fast-food consumers were less confident in changing behaviors. Additionally, the need for future campaigns to leave the target audience feeling motivated and confident to adopt and maintain healthy eating behaviors was identified. Second, using this information, a creative agency was briefed and four concepts went into testing with the target audience. Testing was done with 44 participants with BMI 23-32 across eight focus groups. Of the four concepts, ‘Habits’ tested the best due to its relatability of the depiction of how we have accumulated many unhealthy habits. The tagline – ‘make healthy your new habit’ – was memorable and motivational. Finally, four iterations of the habits concept were taken into further testing with 21 people with BMI 23-32 across four groups to strengthen the message cohesiveness and relatability.
In conclusion, the need to provide people with achievable solutions to continue eating healthy was a main driver for the new ‘Habits’ TV-led campaign and also contributed to resource development in the broader program. Through the utilization of previous evaluations and a comprehensive formative evaluation process a relatable, motivational campaign to build self-efficacy in the target audience was created and launched in April 2025.