13 Cancers Campaign - Stakeholder toolkit
The fourth wave of the LiveLighter 13 Cancers campaign launched in Western Australia on Sunday 13 October 2024 and will run until Saturday 21 December 2024.
About 13 Cancers
The LiveLighter 13 Cancers campaign highlights the link between carrying excess body fat and 13 types of cancer, and provides a clear call to action that individuals can take to reduce their risk: ditching sugary drinks.
This wave will run on TV, catch-up TV, out-of-home, online and social media, including Facebook, Instagram, TikTok, and YouTube.
LiveLighter is funded by the WA Department of Health and run by Cancer Council WA.
Target audience
The primary audience for the 13 Cancers campaign is West Australian adults aged 25-64. Secondary audiences include people living in regional/remote areas and disadvantaged or low-SES areas of WA, and people who are of Aboriginal and Torres Strait Islander descent.
Key messages
- To reduce cancer risk, ditch sugary drinks
- Water is the healthiest drink choice
- Low-sugar drinks with less than 2.5 g of sugar per 100 mL can add variety
- For an occasional sweet drink choose something with less than 5 g sugar per 100 mL
Campaign aims
- Increase awareness of the link between:
- sugary drink consumption and weight gain
- overweight/obesity and the increased risk of cancer
- Increase motivation to:
- reduce purchase and consumption of sugary drinks
- drink water
- Decrease purchase and consumption of sugary drinks
- Increase consumption of water
We are encouraging all stakeholders to support the launch of 13 Cancers by sharing our social media content through their channels.
When sharing campaign content, please tag LiveLighter using our handles.
Hashtags
Best practice is to post your hashtags as the first comment on your post.
#LiveLighter #CCWA #13Cancers #cancer #health #nutrition #sugar #sugarydrinks #healthyrecipes #healthy #motivation #lifestyle #healthydrinks #sugarindrinks #drinkhealthy #labelreading #healthcare #healthyliving #selfcare #homemade #fizzfree #nosodaoctober #ditchsugarydrinks
Static assets
Facebook copy
Sugar-free, kilojoule-free and practically free from the tap, water is the OG health drink!
For a tasty twist try adding a squeeze of citrus or a slap of mint.🍋🟩
For more ideas to jazz up your water visit livelighter.com.au/recipe/tag/drink
Instagram copy
Sugar-free, kilojoule-free and practically free from the tap, water is the OG health drink!
For a tasty twist try adding a squeeze of citrus or a slap of mint.🍋🟩
For more ideas to jazz up your water visit the link in bio.
@livelightercampaign
Add link to your bio: livelighter.com.au/recipe/tag/drink
Facebook copy
Whether you favour fruity flavours, mellow iced tea blends or creamy smoothies, get creative in the kitchen with LiveLighter’s tasty drink recipes.🍍🍉🧋🥤
For delicious and healthy drink ideas visit livelighter.com.au/eating-well/healthy-eating/sugary-drinks
Instagram copy
Whether you favour fruity flavours, mellow iced tea blends or creamy smoothies, get creative in the kitchen with LiveLighter’s tasty drink recipes.🍍🍉🧋🥤
Visit the link in bio for delicious and healthy drink ideas.
@livelightercampaign
Add link to your bio: livelighter.com.au/eating-well/healthy-eating/sugary-drinks
Facebook copy
Unsweetened is best! Low-sugar drinks with less than 2.5 g sugar per 100 mL can add variety. Use label-reading skills to find your new fave.🔍
To learn how to read labels like a pro visit livelighter.com.au/eating-well/healthy-eating/sugary-drinks
Instagram copy
Unsweetened is best! Low-sugar drinks with less than 2.5 g sugar per 100 mL can add variety. Use label-reading skills to find your new fave. 🔍
To learn how to read labels like a pro visit the link in bio.
@livelightercampaign
Add link to your bio: livelighter.com.au/eating-well/healthy-eating/sugary-drinks
Facebook copy
Drink healthier with LiveLighter’s tasty range of lower- and no-sugar drink ideas. 🍹
To see all the recipes head to livelighter.com.au/recipe/tag/drink
Instagram copy
Drink healthier with LiveLighter’s tasty range of lower- and no-sugar drink ideas. 🍹
To see all the recipes head to the link in our bio.
@livelightercampaign
Add link to your bio: livelighter.com.au/recipe/tag/drink
Vertical videos
TikTok & Facebook copy
Do you know how much sugar is really lurking in sugary drinks? 😲
Find out how much sugar you’re drinking with our handy calculator – you might be surprised at how quickly it stacks up!
Find out more: livelighter.com.au/SugaryDrinks/Calculator
Instagram copy
Do you know how much sugar is really lurking in sugary drinks? 😲
Find out how much sugar you’re drinking with our handy calculator – you might be surprised at how quickly it stacks up!
Try the sugary drinks calculator today using the link in bio.
@livelightercampaign
Add link to your bio: livelighter.com.au/SugaryDrinks/Calculator
TikTok & Facebook copy
This fizzy sensation is straight off the menu of a 50s diner. When the sparkling water hits the frozen cherry mixture it will fizz up like a volcano! 🍒🌋
Find cherry creaming soda and other tasty lower-sugar alternatives to soft drink at livelighter.com.au/recipe/tag/drink
Instagram copy
This fizzy sensation is straight off the menu of a 50s diner. When the sparkling water hits the frozen cherry mixture it will fizz up like a volcano! 🍒🌋
Find cherry creaming soda and other tasty lower-sugar alternatives to soft drink through the link in bio
@livelightercampaign
Add link to your bio: livelighter.com.au/recipe/tag/drink
TikTok & Facebook copy
This vibrant green drink delivers fruity sweetness to your tastebuds before revealing a powerful punch of earthy green goodness. 💚💚💚
Find Popeye’s punch and other tasty lower-sugar alternatives to soft drink at livelighter.com.au/recipe/tag/drink
Instagram copy
This vibrant green drink delivers fruity sweetness to your tastebuds before revealing a powerful punch of earthy green goodness. 💚💚💚
Find Popeye’s punch and other tasty lower-sugar alternatives to soft drink via the link in bio.
@livelightercampaign
Add link to your bio: livelighter.com.au/recipe/tag/drink
Showcase resources in your local community
Showcasing campaign materials in your local areas is a great way to extend the reach of the campaign and gives your community members easy access to the information.
LiveLighter have developed a number of new resources to support you in promoting 13 Cancers in your local community.
Digital screens (6)
Download static versions (portrait and landscape) using the link above. There are also three fun videos for digital screens! If you would like to use these, please email livelighter@cancerwa.asn.au
Newsletter insert (suggested copy below)
Not so sweet on the sweet stuff
If you want to drink healthier but aren't sure where to start, check out LiveLighter’s handy guides, practical tips and tasty low-sugar drink ideas!
Head to livelighter.com.au to find out more.
LiveLighter also have general resources and merchandise available to download or order (WA only).
Here are some other examples of how you can extend the reach of the campaign in your community or workplace.
In your community
- Place posters and recipe resources at parks and shopping centres.
- Send information and resources to your local library. Encourage them to set up a display of library cooking books for loan and campaign resources to hand out.
- Offer independent grocers and retailers LiveLighter recipe cards and recipe booklets to give away to customers.
- Have LiveLighter resources available at council offices, recreation and leisure centres and other community places.
- Circulate newsletter inserts and social media tiles from above to the local Marketing and Communications team to add into e-newsletters or on social media pages.
- Add digital campaign materials into the rotation on digital TV screens.
- Conduct healthier drinks cooking sessions using the LiveLighter drink recipes.
- Run competitions on social media using LiveLighter merchandise as prizes.
- Bring campaign resources as handouts at your community presentations.
- If you have access to a bike blender, try featuring the LiveLighter drink recipes - download our A4 recipe cards or A3 recipe poster developed specifically for blender bikes!
In your workplace
- Have hard copy campaign resources available in the lunchroom.
- Place posters around the workplace.
- Add featured drink recipes to your workplace e-newsletter or intranet.
- When catering for events, use LiveLighter recipes when planning your menu.
- Send the toolkit link to your workplace health representative and ask if they can organise a lunchtime presentation and maybe include some LiveLighter healthier drinks to sample!
Partner with Healthway
Healthway plays a key role in extending the LiveLighter campaign by working with local sport, arts and community organisations throughout Western Australia to create programs and activities that encourage healthy lifestyles. Organisations assigned the LiveLighter health message promote access to healthy food and drinks, encourage healthy eating and motivate people to be active.
Image source: WA Gravity Enduro Facebook page
Image source: Seniors Recreation Council of WA Inc Facebook page
Do you have a project in mind? Healthway’s Healthy Partnership Program provides funding for sports, arts, racing and community groups to create programs and activities that support good health now and into the future.
Learn more on Healthway's website or by contacting the Healthway team on 133 777.
Get in touch
We would be happy to discuss how Cancer Council WA can work with you to better reach your community with the LiveLighter campaign. For further information please contact:
Jenny Atkins | LiveLighter Senior Stakeholder Coordinator
Email: livelighter@cancerwa.asn.au
Share the campaign on socials