'Eat more veggies' outdoor industry pro bono health campaign

Chris Pash
By Chris Pash | 22 January 2021

Australians are being urged to eat more vegetables in the outdoor industry's first pro bono health campaign with the Australian federal department of health

Out-of-home (OOH) signs across Australia will from thsi weekend feature a healthy food campaign donated by the members of the Outdoor Media Association (OMA).

In February 2020, the OMA launched its National Health and Wellbeing Policy, which takes an active role in limiting the public’s exposure to discretionary food and drinks.

The industry concurrently placed a strong emphasis on education pledging up to $3 million each year to a health promotion campaign. 

The campaign encourages people to “add an extra handful of veggies” to their meals or snacks, and promotes the different types and amounts of foods that are required to live a healthy lifestyle based on the recommendations in the Australian Dietary Guidelines.

The OMA’s National Health and Wellbeing Policy came into effect in July last year and restricts the advertising of discretionary food and drink products on OOH signs within a 150 metre sightline of a school. The policy aims to meet community expectations and support government efforts to tackle overweight and obesity in Australia.

“The Outdoor advertising industry is proud of our leadership on this issue and we are happy to be working with the Australian Government Department of Health on this initiative," says OMA acting CEO Kylie Green. 

"This campaign is bold, bright and very straightforward in its messaging. It reminds us that something as simple as adding an extra handful of veggies to our meals or snacks can result in great health benefits.

“We aim to place this campaign strategically in and around community hubs and schools, and on various digital signs nationwide. It also coincides with children going back to school, as well as many of our new year’s resolutions, to start the year off with a health kick. This message is intended to tap into and reinforce that sentiment.

“Research from our recent campaign with DrinkWise, reminding parents that ‘Children can inherit more than your looks’, tells us that 25% of people who saw the campaign said they were likely to drink more moderately. This result, coupled with other campaign results, proves that a simple bold message on our signs cuts through and encourages people to change their habits." 

Health minister Greg Hun “I am delighted the Outdoor Media Association is partnering with the Department of Health on this important initiative to encourage more Australians to live a healthier lifestyle by eating more vegetables.

“Only one in 20 adult Australians and one in 17 children eat the recommended amount of fruit and vegetables – and so we need to encourage Australians to consider changing their diets to consume more fruit and veggies.

“Eating vegetables provides essential vitamins, minerals and dietary fibre, and helps to reduce the risk of coronary heart disease, stroke and weight gain. Vegetables also make great snacks for adults and children.

“It is expected this initiative involving donated advertising space will reach up to 12 million Australians. I congratulate members of the Outdoor Media Association for utilising their signs to make a positive difference to the health of Australians – including children returning to school – across the country."

Participating OMA members: BIG Outdoor, Bishopp Outdoor Advertising, goa, JCDecaux, oOh!media, Outdoor Systems, Paradise Outdoor Advertising, QMS Media, and Think Outdoor.

The "Add an extra handful of veggies" campaign will be in market for four weeks, from January 24 to February 20.

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