LiveLighter, a campaign developed in Western Australia to help adults lead healthier lifestyles, has taken on sugary soft drinks, including colas, energy drinks and sports drinks, in a new graphic advertisement campaign released on Sunday. The 15 and 30-second ads show a man drinking cola. A graphic representation of his organs with heavy accumulation of fats is depicted in the ads.

The LiveLighter ad, which is delivered by the Cancer Council Victoria and Heart Foundation Victoria, also described the toxic fat surrounding the vital organs, which releases dangerous levels of chemicals. These chemical substances may eventually lead to cancer as well as type 2 diabetes and heart disease.

The video description of the ad on YouTube reads, “The sugar in sugary drinks is excess energy your body doesn’t need. Too much sugar can lead to weight gain. When you gain weight fat doesn’t just build up around your waist.” The ad's video description recommends to viewers the use of the LiveLighter Sugary Drinks Calc­ulator to find out the sugar content in each drink.

Cancer Council Victoria's chief executive officer (CEO) Todd Harper, even drank a 600ml bottle of cola during the LiveLighter advertisement launch. His blood sugar level increased, which made him feel jittery. His energy level also dropped after that. According to Harper, this can cause major damage on several vital organs in the long run.

“Sugary drinks such as soft drinks, energy drinks and sports drinks contain dangerously high levels of sugar which, as I experienced first-hand today, cause sudden and quite significant changes to your body," Harper said in LiveLighter's media release.

This is especially alarming because Harper also mentioned that these sugary drinks are reportedly consumed regularly by one in five Victorian adults. Roy Morgan Research also discovered that 56 percent of young Australians now have soft drinks at least once a week, according to a media release by the Australia's Heart Foundation. Sugary drink consumers aged 14-25 reportedly consumed an average of 6.2 glasses per week.

LiveLighter, a campaign developed in Western Australia to help adults lead healthier lifestyles, is also motivating Aussies to avoid the consumption of sugary drinks in order to cut down the amount of toxic fat around their vital organs. Launched in June 2012, the program also aims to spread awareness regarding the hazards of obesity caused by an unhealthy lifestyle.

The latest LiveLighter ad is funded by the Victorian State Government. It will run for six weeks in Victoria and ACT's regional and metro areas for six weeks. The ads will also air in radios, digital advertising and cinemas. Aside from this, a third TV advertisment geared for Aboriginal communities will air nationally for six weeks on the National Indigenous Television (NITV).

Watch Cancer Council Victoria’s new LiveLighter ad:

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