By visually reframing sugary drinks to reveal their hidden health impacts, the LiveLighter campaign confronted audiences with the reality that what feels familiar can carry serious consequences.

WDM was engaged to deliver this urgent public awareness campaign addressing the health risks associated with sugary drinks. The task required clear and accessible communication that could quickly cut through across multiple channels and reach a broad public audience. Working within an existing national style guide, we refined and evolved the creative to deliver a more contemporary and visually engaging suite of assets across print, outdoor and digital channels. An existing television commercial was updated, and new radio advertising was developed to support the media schedule and extend the campaign’s reach.

Delivered through the Government Advertising and Insights Hub, established by the Department of the Premier and Cabinet, the work involved close collaboration with senior stakeholders and was completed under tight timeframes to support a coordinated rollout across all channels.