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Table 1 LiveLighter® campaign waves and evaluation phases

From: Evaluation of the population-level impacts of the LiveLighter® obesity prevention campaign from 2012 to 2019 based on serial cross-sectional surveys

Year

Evaluation Phase

Main Ad(s)

Campaign Period

(TV ads aired)**

Metro TV

TARPs

Regional TV

TARPs

Additional

TARPs¥

Average

Weekly

TV TARPs^

1 + Reach (%)

3 + Reach (%)

Average Frequency

Survey

Period

Sample

2012

Baseline

         

May/Jun

N = 1003

Phase 1

Toxic Fat

24 Jun-04 Aug

(6 weeks)

1033

1045

(planned)

 

172

79

69

12

End Jul/Aug

N = 1002

 

Toxic Fat

02 Sep-6 Oct

(5 weeks)

662

825

(planned)

 

132

74

62

10

End Sep/Oct

N = 1001

2013

 

Toxic Fat

21 Jan-5 May

(11 weeks)

1504

1750

(planned)

 

137

Not available

Not available

Not available

May/Jun

N = 1504

Phase 2

Sugary Drinks

14 Jul-31 Aug

(7 weeks)

1138

865

(planned)

 

163

82

Not available

13

Cohort study

 
 

Sugary Drinks

29 Sep-9 Nov

(6 weeks)

957

910

(planned)

 

160

80

Not available

11

Oct/Nov

N = 508

2014

 

Sugary Drinks

02 Feb-10 May

(9 weeks)

2031

1700

(planned)

 

226

88

Not available

22

Mar/Apr

N = 501

 

Phase 3

Toxic Fat;

Sugary Drinks

31 Aug-15 Nov

(7 weeks)

1814

1530

(planned)

 

259

80

70

18

Oct/Nov

N = 1003

2015

 

Toxic Fat;

Sugary Drinks

8 Feb-25 Apr

(9 weeks)

1473

1050

(planned)

 

164

81 (Feb-Mar);

64 (Apr)

68 (Feb-Mar);

48 (Apr)

13 (Feb-Mar);

7 (Apr)

  
 

Toxic Fat;

Sugary Drinks

13 Sep-28 Nov

(6 weeks)

1295

1170

(planned)

 

216

84

76

26

  
 

Eat Brighter LiveLighter

25 Oct-19 Dec

(8 weeks)

         

2016

Phase 4a

Junk Food: FFO, SS, VM

03 Apr-14 May

(6 weeks)

1064

910

(planned)

 

177

79

65

14

May/Jun; Cohort study

N = 501

 

16 Teaspoons

22 May-31 Dec

(20 weeks)

 

2110 (planned)

  

Not available

Not available

Not available

  
 

Junk Food: FFO, SS, VM

19 Jun-9 Jul

(3 weeks)

602

620

(planned)

 

201

68

61

9

  
 

Junk Food: FFO, SS, VM

28 Aug-1 Oct

(4 weeks)

781

640

(planned)

 

195

72

58

11

  

2017

Phase 4b

Junk Food: FFO, SS, VM

26 Feb-22 Apr

(8 weeks)

1233

918

 

154

76

62

14

  
 

Junk Food: FFO, SS, VM

09 Jul-07 Oct

(8 weeks)

949

610

 

119

78

(Jul-Nov combined)

41

(Jul-Nov combined)

18

(Jul-Nov combined)

Oct/Nov

N = 751

 

Eat Brighter LiveLighter

29 Oct-9 Dec

(4 weeks)

         
 

Junk Food: FFO, SS, VM

29 Oct-25 Nov

(4 weeks)

562

685

 

141

78

(Jul-Nov combined)

41

(Jul-Nov combined)

18

(Jul-Nov combined)

  

2017–2018

 

Don’t Be Sucked In

26 Nov-17 Feb

(12 weeks)

         
 

Junk Food in Sport

3 Dec-3 Mar

(13 weeks)

         

2018

 

Eat Brighter LiveLighter

18 Feb-7 Apr

(7 weeks)

         

Phase 5

Sugary Drinks

18 Mar-2 June

(6 weeks)

872

951

174/153

(M/R AFL)

194/110

(M/R CWG)

145

69

54

12

May/Jun

N = 751

 

Junk Food: SS

8 Jul-3 Sep

(6 weeks)

1588

1100

124/149

(M/R AFL)

264

75

64

18

  
 

Eat Brighter LiveLighter

30 Sep-10 Nov

(6 weeks)

         
 

Sugary Drinks

23 Sep-1 Dec

(6 weeks)

834

747

24/13

(M/R AFL)

139

66

49

12

  
 

Don’t Be Sucked In

25 Nov-16 Feb

(12 weeks)

         
 

Junk Food in Sport

2 Dec-16 Feb

(11 weeks)

         

2019

 

Eat Brighter LiveLighter

17 Feb-13 Apr

(8 weeks)

         
 

Phase 6

Junk Food: FFO, SS, VM

28 Apr-22 Jun

(6 weeks)

915

631

296/288

(M/R AFL)

153

66

52

13

Jun/Jul

N = 1004

  1. * Eat Brighter LiveLighter, Don’t Be Sucked In, and Junk Food in Sport were non-television campaigns
  2. ¥ Additional TARPs includes TARPs achieved outside of the main commercial television media buy (e.g., Australian Football League (AFL) and Commonwealth Games (CWG) broadcasts). M/R = Metro/Regional.
  3. ^ From 2012–2016 planned regional TARPs are reported because achieved regional TARPs were not available. Weekly average TARPs were therefore calculated using metro TARPs only and the number of weeks the campaign aired on metro channels
  4. † Reach is presented as the percentage of the target audience exposed to each advertisement at least once (1 + reach) and at least three times (3 + reach)
  5. Notes. The Junk Food campaign included three advertisements: Fast Food Outlet (FFO), Service Station (SS), Vending Machine (VM). In 2018, only the Service Station advertisement was aired as part of the Junk Food campaign
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BMC Public Health

ISSN: 1471-2458

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