Posted on 16th January 2020
You may see some graphic dental decay outside of work hours and six-feet tall this summer. Cancer Council WA has joined forces with the Australian Dental Association WA to develop a new LiveLighter advertising campaign focusing on the damage sugary drinks do to teeth. The “Sugary Drinks are a Rotten Choice” campaign runs for six weeks from Sunday, January 19, 2020, to coincide with the typical summer slushie and sugary-drink advertising onslaught.
The campaign’s striking advertisements appear across WA; inside trains, on the sides of buses, on digital billboards, on smart cars, and online. The major aims of the campaign are to discourage the purchase of sugary drinks and reduce family and household consumption of these products. Parents of school-aged children are the primary target audience as they are likely to be the main grocery buyer for their household and have a significant influence on the consumption habits of their family.
Since first launching in Western Australia in 2012, LiveLighter has been raising awareness of the health risks associated with drinking sugary drinks, including developing a television commercial that focused on the link between sugary drinks consumption and toxic fat.
This new campaign builds on the public’s awareness of the problem with sugary drinks by focusing on the medium-term consequence of teeth decay. This is an important angle, as many of the other health consequences seem distant and intangible. ADAWA has been the expert voice in the development of this campaign, consulting on the creative executions and providing evidence-based advice.
Sugary drinks are the single biggest contributor of added sugar to Australians’ diets and can lead to weight gain and obesity, which increases the risk of serious chronic diseases such as cardiovascular disease, type 2 diabetes and 13 types of cancer. Products such as soft drinks are also readily available, heavily promoted, and discounted to entice people to purchase them.
Cancer Council WA envisions these ads will spark further conversation around the detrimental effects of sugary drinks in Western Australians’ diets, and encourages dentists to reinforce a strong preventative health message to their patients. In short, avoid sugary drinks and choose water instead.