Campaign Overview
The Draw the Line campaign is the first weight related campaign to run in Western Australia.
It follows on from the messages conveyed in the national Measure Up campaign, aiming to educate West Australians about the steps they can take to prevent unhealthy weight gain and maintain a healthy weight.
The campaign also links in with a number of existing Western Australian campaigns relating to physical activity (Find Thirty® every day) and healthy eating (Go for 2&5®).
Rationale
More than half of West Australian adults are overweight or obese and our waistlines continue to expand.
Addressing unhealthy weight gain is a State health priority. Being above the healthy weight range can increase your risk of heart disease, type 2 diabetes, cancer, gall bladder disease, high blood pressure, high cholesterol, joint problems such as gout, arthritis and joint plain, sleep problems, a range of social issues such as discrimination, social isolation and poor self-esteem.
Aim
The campaign aims to prevent unhealthy weight gain among West Australian adults.
Objectives
- To increase awareness of the risks associated with being an unhealthy weight.
- To increase awareness of the steps that can be taken to prevent unhealthy weight gain and maintain a healthy weight (specifically eating smaller portions, eating less fat and sugar and being more active.
- To increase confidence in West Australian adults’ ability to take the steps promoted to prevent unhealthy weight gain and maintain a healthy weight.
- To motivate West Australian adults to take action to prevent unhealthy weight gain and maintain a healthy weight.
Target audience
The primary target audience for the campaign is Western Australian adults 22 years and over.
Priority groups include those living in regional and remote areas, in low socioeconomic circumstances, and Aboriginal people.
Campaign strategies
The campaign includes television advertising, supporting media, public relations activity, educational resources and community-based strategies.
Click here to download a campaign summary
Click here to view the campaign materials