Please login to continue



Adnews offers non-subscribers free access to one story per month.

Subscribe for unrestricted access to our content.

Forgot your login or password? Click here.

Canadian Liver Foundation breaks awareness campaign

The Canadian Liver Foundation has begun a public awareness campaign called "LIVERight" intended to inform viewers that poor eating habits are as damaging to a liver as alcohol. The television commercial, made in the style of a beer ad, depicts a series of people eating unhealthy food. The print ads focus on specific things viewers can do to avoid liver damage. The initiative is primarily aimed at women aged 30 to 50 with children. "Many people see the liver simply as a filter for alcohol and have no idea the vital role it plays in overall health," said foundation president Gary Fagan. "Through the LIVERight campaign the Canadian Liver Foundation is working to counter widespread misconceptions about liver disease, encourage healthier lifestyles that can prevent it, and to raise money for research to better understand, treat and cure illnesses involving this vital organ." The campaign was developed by Clean Sheet Communications of Toronto. This is the agency's first work for the foundation since winning the account late last year.

« Back Next »

Related stories Comments