LiveLighter
Public awareness campaign

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.

Client
Department of Premier and Cabinet
LiveLighter
Cancer Council SA

Creative services
→ 3D rendering
→ Motion design/animation
→ Audio production
→ Graphic design
→ Video editing

Traffic jam on the street with several cars, traffic lights, and a large digital billboard advertising a campaign against toxic fat from sugar, located above the Caledonian Hotel.
A plastic bottle with a peach and nectarine attached, designed to resemble a human torso with an arm, topped with a straw and an orange cap nearby, set against a blue background.
A plastic bottle with a realistic human ear attached to it, with a white straw inserted into the bottle, and a red bottle cap on a blue background.
A plastic bottle with a human hand inside it, with a white straw coming out of the top and a green bottle cap on the ground beside it, set against a blue background.
Vending machine in a mall with a digital screen asking how much sugar you drink and offering to calculate your sugary drinks.
Advertisement billboard at a bus stop showing a melting ice cream with a straw, with the text 'Sugary your body doesn’t need can turn into toxic fat' and logos for LiveLighter and Cancer Council in a city street with buses and cars parked nearby.