Background:
Obesity is recognised as a preventative risk factor for 13 types of cancer[1] and community awareness of this connection is low[2, 3]. Currently approximately 63% of Australians are overweight or obese and an important contributor to this problem is excessive sugary drink consumption [4, 5]. Cancer Council Victoria is investing in a mass media public education campaign that will be one of the first in Australia to highlight the association between obesity and cancer risk.
Aim:
To conduct a public health education campaign that aims to:
Methods:
The campaign has been informed by existing epidemiological evidence, clinical network engagement and empirical and qualitative research on weight and lifestyle to evaluate advertising. The resultant mass media campaign and supporting website will be launched in October 2018. Stakeholders from eating disorder, mental health and women’s health groups were also consulted.
Results:
A TV commercial, depicting a surgeon warning of the harmful effects that sugary drinks have on risk of weight gain and in turn increased risk of certain cancers was chosen. The ad was chosen based on focus testing feedback on its believability, sense of personal susceptibility and motivation and urgency for behaviour change. The campaign will be accompanied by supporting digital and outdoor media, and supportive website with information, videos, animations and lifestyle strategies to reduce cancer risk.
Conclusion:
The campaign will run in October and November 2018 in Victoria. Evaluation results will be available following the campaign.