If you are eating breakfast right now we suggest you stop.

This ‘LiveLighter’ advertising campaign will make your stomach churn. And if your breakfast was less than healthy, prepare for a massive dose of food-regret.

The ad is funded by the Victorian State Government and is a collaboration between the Cancer Council Victoria and the Heart Foundation.

The graphic ad is part of a public education campaign to combat Victoria’s growing obesity problem.

The hard-hitting toxic fat campaign launched on television last night with the adverts to run across radio, newspaper, cinema and online.

Cancer Council Victoria CEO, Todd Harper, excused the confronting and graphic nature of the campaign because the fact that nearly two-thirds of Victorians are overweight or obese is also confronting.

“While talking about weight is a sensitive issue, we can’t shy away from the health impacts – we are eating ourselves to an early grave,” Harper said in a press statement.

“In Victoria, three in five adults are overweight or obese increasing their risk of heart disease, type 2 diabetes and cancer – along with a range of other health problems.”

LiveLighter has been running in Western Australia since 2012 and Harper said the results of the campaign are proven: “Evaluation from the WA campaign shows that the campaign reached and resonated with those most at risk of weight-related chronic disease.”