Australia – Australia’s Out-of-Home (OOH) industry has launched its second annual healthy eating campaign, which will run over the next four weeks. This year’s pro bono campaign is donated by the members of the peak industry body Outdoor Media Association (OMA), and delivered in partnership with Health and Wellbeing Queensland and Nutrition Australia.
The new campaign deems to be the second campaign run in partnership with the government to encourage healthy eating. It is also part of OMA’s National Health and Wellbeing Policy that aims to meet community expectations and support government efforts to tackle overweight and obesity in the country.
Titled ‘Better than you remember’, the campaign encourages Australians to rediscover and think differently about how they consume vegetables. It has its own website, aimed at shining a light on how delicious veggies are, and offers tips, resources, and recipes.
OMA said that the value of the campaign is estimated at over AU$3m and will be in the market from 30 January to 26 February 2022.
Charmaine Moldrich, OMA’s CEO, shared that the campaign aims to support Health and Wellbeing Queensland’s mission to ‘make healthy happen’.
“Our research has proven these outcomes, particularly when it comes to lifestyle changes. The post-campaign study of the first health and wellbeing campaign we ran in January 2021, adding an extra handful of veggies, showed that 86% of parents who saw the ad said they were encouraged to include veggies in their meals or snacks. While 80% said they were encouraged to make healthier choices for their children’s meals. We ran Add an extra handful of veggies last year in partnership with the Australian Government Department of Health,” said Moldrich.
Meanwhile, Robyn Littlewood, Health and Wellbeing Queensland’s CEO, commented that she was delighted to see the work with the Outdoor Media Association and Nutrition Australia come to life on signs in Brisbane, regional Queensland and across all other states in Australia.
“We’re committed to addressing health issues and promoting the importance of veggies in everyone’s diet, which is why it’s so rewarding to be working with the Outdoor industry to achieve this goal,” said Littlewood.
Lucinda Hancock, the CEO of Nutrition Australia for Vic Division, said, “We are thrilled to be involved in this year’s campaign and provide tips and recipes that can make healthy eating tasty and accessible. This campaign is topical as you can boost your immune system by upping your veggie intake. A great annual initiative by the OMA and their members.”