THE gruesome and graphic ads used to shame drink drivers and smokers about their habits are now being rolled out for Australia's obese.

The Live Lighter campaign is using a "graphic obesity" advertisement, warning of "toxic fat" to smash home its message.

A still from the Live Lighter anti-obesity campaign.
A still from the Live Lighter anti-obesity campaign.

These ads, according to a statement "graphically portray the damage unhealthy weight, poor diet and physical inactivity can cause to internal organs".

The Australian Capital Territory is the first state to be exposed to the ads, funded by the territory's government and Heart Foundation ACT.

Two out of three adults in the ACT are overweight or obese.

Heart Foundation ACT chief Tony Stubbs said the campaign was confronting but so was the obesity crisis, particularly in the ACT.

"While talking about weight is confronting, we can't ignore the health impacts - it's time to take a direct approach and demonstrate the link between a grabbable gut and chronic disease," Mr Stubbs said.

This campaign began in Western Australia in 2012.

Statistics published in late 2013 showed regional Queensland towns of Gladstone, Rockhampton and Mackay as some of the heaviest, with almost 40% of the towns considered obese.

 

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